One of the challenges frequently raised by those new to marketing is not feeling a connection with their audience, making it hard to judge a tone, vocabulary and message with which they’ll engage.
Relating to your readers as real individuals and not generic job titles is essential before you start work, and it need only take a few minutes to remind yourself of their issues and what they care about – eg by browsing a news website designed for them, reading comments on proposal documents, or even thinking back to lecturers you knew at uni.
And here’s another. THE recently published an article on Academics’ Pet Peeves in which 12 academics share what really, really annoys them about their working environment. Includes eloquent tales of kidnapped coffee mugs, ‘Reply all’ colleagues, the inability of academics ever to stick to a word count, and the way we publishers take for granted that researchers have spare time to write peer review reports at a few days’ notice.
Entertaining reading and useful too, not least because I guarantee that a few of these would be on your list too.
Read the Academics’ Pet Peeves article for yourself on the THE website.
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