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Do you know who your audience is?
Don't fail to give this question the attention it requires.
Julia G. Barzyk, Ph.D.
March 10, 2024
Do you know who your audience is?
At the AAAS annual meeting last month, I asked an acquisitions editor at a major university press for their best advice for researchers who would someday like to write and publish a book. The editor quickly replied that aspiring authors ‘need to know who their audience will be.’ That is, they need to think about who they are writing for. The editor said that professors often feel that they have an important story to tell about their research but fail to consider who would actually want to read about it.
What struck me about the conversation was that these aspiring authors are mid- to later-career. This indicates that not thinking about one’s audience is an issue that persists rather than one that PIs naturally grow out of. And, that’s consistent with my experience as a program manager, working with submissions from PIs at all career stages.
When applying for funding, it’s safe to assume that at least one person will read (or skim) your proposal. However, just as an aspiring author must give serious thought to who would want to read their book, you must think about who will make the decision to support your work. What follows from the who question is the why question: Why would they want to fund your work?
Here are some examples of ‘whos’ and ‘whys’ and suggested actions to make your products (whitepapers, preproposals, proposals, etc.) stand out:
If your audience is (who? why?) | Then do this |
|---|---|
One primary decision maker | Make sure you have spoken with this person and asked them directly what excites them about the proposed research. Focus on this in the proposal. |
A mix of experts and non-experts | Give a thorough introduction and explain the big picture in plain language (for the non-experts) and then get into technical details in one section (so the experts understand you are also an expert). |
A mission-driven organization | Communicate that you are aware of the mission, basing that on actual conversations and being specific, rather than making sweeping statements. For example, ‘materials for hypersonics’ is much more specific than ‘national defense.’ |
A program with technical and non-technical aims | Ensure that the non-technical aims and plans (e.g., education, community engagement) are as well developed as the technical ones. Involve experts from your institution or community in developing that part of the proposal. |
A program that recognizes people rather than research only, for example, a fellowship program | Use detailed examples and storytelling approaches to show who you are rather than focusing only on your research. |
This is not an exhaustive list but is intended to get you thinking about the types of questions you should be asking when you consider an opportunity. Then, you can employ specific strategies to effectively tailor your communications. When you do, evaluators and decision makers will read along nodding (not scratching) their heads. That’s a big step towards getting a decision in your favor!
There are always two people in every picture: the photographer and the viewer.
Book recommendation
Dr. Sheena Howard is an award-winning author and former professor who recently published the book Academic Branding. It’s a must-get for academics at any stage. Check out this quick video I made on why you should be learning and implementing the strategies in this book. I’m not affiliated with Sheena and receive no proceeds if you purchase from the link above but am providing for your convenience!
When you are ready, here’s how we can help
Need to get your research funded, this year? Check out our 10-week program to get you there.
Want a done-for-you website that highlights your research impact? Let us do that for you. (We even write all the content for you!)
Ready to book a call to discuss our training, websites, or to have Dr. Barzyk provide training at your institution? Let’s chat!