Working with communication, who's your boss? Really? The company that pays for your services? Of course you want a happy employer and work that help reach the goals you've set up.

But is that enough? What happens if you please your employer to much? Isn't that in fact what we see way to often? Dull, self-absorbed messages with an inside-out perspective. Sorry, but nobody's interested in hearing clichés on your magnificence.

Your target groups/readers are human beings with motivations and dreams. Who listen to you only if they perceive that you can offer them something of value.

To coin the right message you need to know who you're talking to. And to be able to put your reader at the center you need identify that person with needs, driving forces, media habits and more.

It is also necessary to define the business goals of your communication. A workshop combining executives and sales or customer service staff, can help us identify our existing audience as well as the target groups we want to talk to, but so far have failed to reach. This workshop gives you a hypothesis built on insight, imagination and stereotypes, that later can be verified by market research and interviews – and lead to a target group analysis: portraits of the three to five reader personas you will focus on from now on. At this point, you have created a foundation for a more personal dialogue with your readers. Because, like someone at the office once said: "Talking to a group of 3 000 people, and talking to you here now – are two completely different things."

Here's Matter Sweden's tool for Reader Analysis – free to use for anybody. Don't have a big organisation? Of course it works to use on your own.

/Julia and Emil at Matter