Target Audience · Where they are · Component
The attention state
What they are doing when they are there — because the same person searching, scrolling and sitting in a meeting is three different audiences.
The deliverable
What it is
A message that works when someone is actively searching fails when they are scrolling past it, and the reverse. The place determines the state and the state determines what can be said.
Intent is the sharpest distinction: someone looking for a solution and someone who has never considered the problem require different messages and different measures.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The state
What they are doing in this place.
3 attributes: State · Attention available · In place
LearnThe intent
Whether they are looking for something like this.
3 attributes: Intent level · What they are doing instead · Appropriate measure
LearnThe message fit
What can actually be said in this state.
3 attributes: Message type · Ask size · Format constraint
Learn
A complex argument in a low-attention place is not a bad message. It is a message in the wrong place.
The other components in where they are
The places
Where the segment can actually be found — established by asking, because professional audiences are rarely where the marketing team is.
LearnThe cost to reach
What reaching this segment costs, per place — because some segments are cheap and small and others are expensive and valuable.
Learn