The most important question we ask ourselves in this business is this: who is my audience?
But if that's the only question you're asking, you might be missing some important information.
With the Thanksgiving holiday just days away, and Christmas coming in a handful of weeks, here are some additional questions you should ask in order to make sure you're connecting with listeners and social media users.
• My key listener is planning for the holidays, but what else is going on in her life? Sure, Thanksgiving, Black Friday and Cyber Monday are the big events, but what about child care during Thanksgiving week when the kids are out of school? What about keeping the kids occupied during the trip to grandma's house?
• What are biggest pain points today? Is she worried about finances? Holiday expectations? How should she deal with tense family situations during holiday visits? How can she make time for all the school and church events, shopping, work and the day-to-day needs of her family?
• What does a perfect day look like? If you could solve all of your listener's problems, how would she spend her day? If you knew what things she would enjoy, could you give them to her? A day spa? A personal assistant to do shopping and errands? Can you give her those things?
Don't be content to talk to a stereotype. Get to know your listeners, tailor your programming, chatter and social media posts to her needs and see what difference it makes during the holiday season.
P.S. - Speaking of the holidays (and Black Friday/Cyber Monday), one of the hottest gifts this year is the new Nintendo NES Classic. It sold out in the first day of its release. But if you get one, you can plan a fun promotion around it. Who knows? You might solve one of mom's biggest problems if her kids – or husband – are clamoring for one.