(Photo by Cillian Storm)

“Chunks” are blocks of things that go together. A chunk could be a list of parts, or a chunk could be a list of problems (or their solutions). So how does this relate to your marketing?

When communicating with your audience, you need to use the proper chunk size.

If your audience are experts, then use bigger chunks of information (more details, larger scope, etc.) to respect their knowledge and make your points stand out. With experts communication, feel free to incorporate jargon, acronyms, and reference common bodies of research. Without saying “I’m an expert too” you immediately establish yourself, since you treat your expert audience as peers.

If your audience are beginners, use small chunks to make it easier for people to follow your points, and learn what you’re offering. Beginners may not (yet) know that what you’re marketing would be a big value to them. So, mentor your audience. Respect that they are intelligent, but not necessarily in what you’re marketing. Tell them a story about another beginner you recently worked with to convey “I love working with startups”.

If your audience is a wide range of expertise, sprinkle a little expertise and a little down-home common sense into your marketing. The beginners won’t necessarily understand the expert references, but figure you must be an expert to throw these terms around. The experts won’t mind hearing a little about beginner-mindset issues, since they too were beginners. Remembering the effort it took to become an expert and honoring the achievement is more than flattery – it’s basic professional respect.

Be very attuned to your audience’s hunger for information and feed them just what they need to nourish them.