The role of biases and stereotypes in comms strategy
Communicating to focus groups
This was originally a WhatsApp status update. Due to various reason, I converted it into a Medium post. It is shorter than the original, however the core message is preserved. I hope you enjoy it as much as the few persons on my contact list.
Developing a comms strategy is something that should be done with as much neutrality as possible.
How do you detach yourself from the topic of discussion when developing a strategy document? Or do you lean into your bias?
It’s simple on paper.
Biases and stereotypes help in a way when developing ways to communicate with your target audience.
That’s why in certain areas in Port Harcourt, no matter your love for black, you’d know you should not wear it there. If you do, you’d passing across a message you might not live too long to receive its response.
This is a real-life use case of how bias can inform how your plan your communication. It applies also if you’re a business targeting an audience.
What bias exists?
How can you leverage it?
How can you feed off it?
How can you avoid it?
But as the comms person, you shouldn’t be so driven by biases that you avoid obvious cues that would help you communicate better with an audience.
So the question is, when do you lean into a bias while creating a comms document for a specific audience?
And how do you do it effectively?
There are data available that people make decisions more emotionally than logically. So, it means that a larger percentage of your target audience has an emotional cue waiting to be triggered and they would be all yours.
I know what you can do to take all my money. And if I don’t have money, I feel bad that I’m not able to give you all my money. That’s if you hit the right buttons.
And my type also exists within my target audience. I am proof that another person swings this way. So, how do you win?
Apply the 80/20 principle on the 80/20 principle and repeat again.
Narrow it down!
Here’s what I mean.
So instead of talking to group A all at once.
Find the dominant bias in group A, then identify a person in group A and talk to that one person.
Emeka, what’s really the problem?
Emeka, what’s really the problem? Makes an impression more than What’s really the problem?”
Here’s why.
People don’t like to feel left out.
And when you’re talking to a crowd, people don’t also like to appear to stand out. So if you make a general statement, people will assume you’re not talking to them. Or you have a specific person in mind. They won’t make a move.
But Emeka, what’s the problem? This highlights one person out of a group that shares a common bias.
Remember, people don’t like to feel left out.
They begin to wonder, why am I not Emeka?
Why didn’t he pick me?
Would he pick me?
At the next opportunity to be Emeka, they’d jump at it.
It’s simple crowd psychology.
If it happens often enough, people will always gravitate towards an avenue where they might get the chance to be
Shoo get? Just think about it.
- Raffle Draws
- Lottery
- Baba ijebu
- MMM
- Wizkid taking a selfie with you at his concert
- Hugging Jonny Drille when he joins his audience Etc.
Feel free to come up with more examples.
But if you can understand how to leverage existing biases and stereotypes as a business, then you’re one step towards having the hearts of your customers.
