I’ll never forget when I tried to impress a group of fifth graders with a newspaper piece about a violent crime.
At the time, I served as an “artist in residence,” helping the class create their own newspaper. To illustrate powerful writing, I brought out an iconic article by Pulitzer-winning journalist Edna Buchanan, known for her unforgettable ledes.
“Gary Robinson died hungry,” I read aloud. The story described a man shot by a security guard during a dispute at a fast-food restaurant. “He wanted fried chicken, the three-piece box for $2.19,” I continued.
As I approached the part about Robinson punching a cashier over the chicken shortage, a wave of realization hit me: I was enthusiastically sharing a story of violence with a classroom full of wide-eyed kids.
That masterful example of compelling writing I once heard in a college journalism course? Totally unsuitable for this young audience. Despite hours of prep, it wasn’t until I saw their expressions that I realized I had seriously misjudged the moment.
(For context: This was two decades ago. The kids survived. I think.)
Reading the Room
Marketers often pride themselves on “knowing the audience.” We build personas, map out pain points, and plan messaging accordingly. It’s one of the first things I ask about when kicking off a new project.
But how often are those pain points rooted in vague assumptions rather than lived realities? Are we truly tuning in to how our audience feels — about our product, our industry, our brand?
Sure, “reading the room” refers to reacting to live feedback. But let’s stretch the metaphor.
I spoke recently with a chief information security officer (CISO) who voiced what many of his peers feel: deep fatigue from overhyped vendor pitches and hollow marketing claims. His frustration was real. It got me thinking: Are we, as marketers, genuinely connecting with our audience, or just assuming we are?
To resonate more deeply, you need to “read the virtual room.” Here are three ways to begin:
1. Listen in where your audience hangs out.
Whether it’s LinkedIn, Reddit, or a cocktail hour at an industry event, immerse yourself in your audience’s world. Pick up on what irritates them, what energizes them, and what they’re indifferent to. Those subtle signals are gold for refining your narrative and messaging.
2. Sync up with your sales team.
All too often, sales and marketing operate in silos. But salespeople have real, unfiltered conversations with prospects, which makes their input essential. That’s why I always try to loop them in when shaping content strategies or campaign plans.
Sales, support, and customer success teams are all your frontline “listening posts” (yes, a journalism term). They know what customers are saying, feeling, and asking about.
3. Get candid insights from customers.
Respecting customers’ time is crucial. But you can look for built-in opportunities to dig deeper. If you’re already interviewing someone for a case study, tack on a few thoughtful questions about what challenges frustrate them, how they evaluate solutions like yours, or what marketing turns them off.
These questions are not about exposing flaws. You’re simply stepping off the podium and meeting your customers on their level, in their language. It’s a way of creating content that doesn’t just talk at customers but speaks to them.
Want to collaborate on marketing that actually resonates? Let’s talk.