PRACTICAL GUIDE
The Audience Strategy Workbook
A structured way to think about your buying group.
1. Define the situation
Describe the business change that creates a reason to consider your offer. Identify who first notices the issue, who evaluates alternatives, and who authorizes a purchase.
What does this mean for your program? Record your decision, supporting evidence, and the next question to resolve.
2. Map questions to roles
Write down what each person needs to understand. Distinguish technical, operational, financial, and organizational questions. Avoid assuming that a single asset can answer all of them well.
What does this mean for your program? Record your decision, supporting evidence, and the next question to resolve.
3. Connect evidence to the message
List the product information, customer evidence, expert knowledge, and research you can use. Mark unsupported assumptions so the team knows what requires further work.
What does this mean for your program? Record your decision, supporting evidence, and the next question to resolve.
4. Choose a learning plan
Prioritize a few audience and message combinations to examine. Decide what feedback you will collect and how it will affect the next campaign. Keep the first test focused enough to interpret.
What does this mean for your program? Record your decision, supporting evidence, and the next question to resolve.
Bring the brief together
Review the completed notes with everyone responsible for delivery and follow-up. Resolve conflicting expectations before production starts, and keep one shared version of the plan.
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