Hit your audience where they live

When you think of driving right now, what do you think of?

The price of gas.

It’s in the news every day. Presidential candidates are discussing it. People are altering travel plans to minimize it. Airlines are going under because of it.

What if someone told you that the simple act of putting some air in your tires is like saving 10 cents a gallon on gas?

Actually, I don’t know the correct figure and can’t even estimate it. I’ll bet the Rubber Manufacturers Association can, though.

So during last week’s National Tire Safety Week, in all the RMA’s press releases and consumer materials, why wasn’t that the message?

Instead, the big news was that 25 states issued proclamations or statements supporting the tire industry’s motorist education efforts, and that an RMA survey showed that only one in seven drivers check their tire pressure.

I’m not arguing with the need to check your tire pressure. Under-inflated tires contribute to hundreds of fatalities and thousands of injuries each year – important information to share with consumers. But first you have to catch your audience’s attention, and there’s no better way to do that than to start where they are, with what affects them immediately and personally.



2 thoughts on “Hit your audience where they live

  1. Cindy, Excellent post. I might add that emotion appeal is another way to engage people. Research would have us believe that even decision we make is influenced by some emotional trigger. While we chew on that, I’m going to check the air pressure in my tires. Let’s chat at the next PRSA luncheon.

  2. I’m checking my tires, too. I just spent $49.65 filling up my tank. It was quite an emotional trigger.

    I agree with you that emotional appeal is effective, and good writers can appeal to emotions subtly. Too many managers fear that “emotional appeal” means sappy, but in the hands of a skillful writer, a reader will react almost without being aware of it.

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