In the past week, I had coaching conversations with two clients focused on the challenge of communicating effectively with their market.

We began by exploring how different segments of the market respond to their communication efforts. I explained such responses typically fall into one of the following five groups:

1. The Haters – These individuals will reject the message regardless of what or how it is communicated. They are unlikely to ever engage.
2. The Bystanders – This group will notice the communication but remain indifferent. They will neither engage nor oppose.
3. The Potentials – This is likely to be the largest group. They have an awareness but require further convincing before engaging.
4. The Supporters – These people like what is on offer and can be strong allies. However, they need consistent nurturing to remain loyal.
5. The Advocates – These are the true champions. They trust you, love what you do, and clearly see the value in what you provide. They are vocal in their support and can help spread your message.

My clients concluded their communication efforts should focus on the Advocates.

While I agreed with this in principle, I also challenged their thinking. The Advocates are likely to be the smallest segment of the market and can be difficult to identify and reach. Therefore, focusing communication exclusively on them is not a sustainable strategy.

To find and cultivate more Advocates, I suggested their communication needs to cover the entire market. This means targeting a broader audience, accepting that the message will be ignored by many, but with the goal of engaging those who may eventually become Advocates.

In conclusion, to build a loyal base of Advocates, my clients must communicate consistently with all segments of their market, not just the most loyal followers.