Audience Types

1
Audience Types

• Affirmative
• Rare
• They are with us
• Like the idea
• Dont have to sell them on basic premise
• Sell them on your particular product
• Get them to act.

2
Audience Types

• Dissident
• Bone to pick with client or clients category.
• No well you will sell them
• Try to alleviate their antipathy
• Be frank.
• Establish common ground or dispel misconceptions

3
Audience Types

• Skeptical Audience
• Not hostile
• Not convinced
• Would like to like your product
• Nagging doubt
• Your job LOCATE THEIR DOUBT
• Then, alleviate it
• May not solve, but may come to grips with their
  doubt.

4
Audience Types

• Apathetic Audience
• What you will generally encounter
• Generally, they have no impression
• They dont really
• Love it
• Hate it
• Question it
• They just dont care. Try to break though
  apathy.
• Isnt this easier said than done?
• How do you break through apathy?
• Progressive Motivation.

5
Who do you think the audience is? Why?

• CortiSlim
• McIlhenny Tasbaco
• Mercedes Benz
• Novartis Ciba Vision Contact Lenses
• Microsoft
• Cialis
• Napster

6

• sturm_at_sturmstories.com

7
Progressive Motivation

• Entice
• Engage
• Disclose
• Demonstrate
• Activate

8
Progressive Motivation

• With emotional appeals
• PLEASURE
• People Interest
• Laughter
• Enlightenment
• Allurement
• Sensation
• Uniqueness
• Rivalry
• Esteem

9
Progressive Motivation

• ENGAGE
• Through emotional appeals
• Use audiences past experience to help us
  construct our selling scene
• Apply involvement toward the disclosure of a need

10
Progressive Motivation

• DISCLOSE
• A need they may not be aware of . Yet!
• A rational appeal

11
Progressive Motivation

• DEMONSTRATE
• How the product or service can fulfill need.
• ACTIVATE
• Encourage them to activate the need and act as we
  wish.