You want to have a crystal clear idea of the action your audience should take. For example, you found that non-parent drivers were more likely to have children improperly restrained. The action you may want to communicate is that elders should keep children under 4’9″ in booster seats.
Try this. Take a moment and think about a possible action for this target audience and issue. We’ll show you what we did in just a moment.
- Target audience: Booster-seat-aged kids and their drivers
- Issue: Children of booster seat age were more likely to be improperly restrained.
What action do you want this audience to take?