Before crafting any message, you must know who you’re talking to. Your audience dictates the tone, language, and content of your marketing.
- Who is your ideal participant? (New riders, families, commuters, seasoned cyclists?)
- What do they care about? (Safety, sustainability, fun, fitness, advocacy?)
- What barriers might they have to attending? (Time, cost, logistics, confidence on a bike?)
💡 Pro Tip: Speak directly to your audience’s desires and concerns. If you’re targeting families, highlight fun and safety. If you want seasoned cyclists, emphasize impact and challenge.
Every message must have a clear, direct action you want people to take. Your audience should never have to guess what’s next.
Examples:
- “Register now to secure your spot!” (Event registration)
- “Join us Saturday to demand safer streets!” (Advocacy ride)
- “Sign up to volunteer—help make biking safer for all.” (Volunteer call)
💡 Pro Tip: Make the CTA urgent and easy. A vague “Learn more” is weak compared to “Click here to sign up—space is limited!”
¶ Define Your Organization’s Brand Voice
Your brand voice is how your organization sounds and feels in every message. It should be consistent and reflect your core values.
Ask yourself:
- Are we formal or informal? (Grassroots advocacy is often more casual and energetic.)
- Are we serious or playful? (Depends on your audience and message.)
- Do we use humor? (If yes, make sure it aligns with your cause.)
- Are we bold, encouraging, or informational?
💡 Pro Tip: If your organization had a personality, what kind of person would it be? A passionate activist? A supportive coach? A fun, energetic leader? Use that to guide your messaging.
¶ Maintain a Consistent Voice
Once you define your voice, stick to it across all platforms. Whether it’s a social media post, email, flyer, or speech, your audience should recognize the tone immediately.
- Create a style guide with tone guidelines, preferred words, and dos & don’ts.
- Use templates for emails, social posts, and event announcements.
- Train your team on your voice, whether they’re posting on social media or talking to the press.
💡 Pro Tip: Consistency builds trust. People feel connected when they recognize a familiar tone and message style.
Every post should grab attention, deliver value, and drive action. Follow this formula:
- HOOK: Grab attention in the first line (e.g., “🚴♂️ Tired of feeling unsafe on the road?” or “✨ BIG NEWS for bike lovers!”)
- VALUE: Explain why it matters (e.g., “Join us for a ride that raises awareness for safer bike lanes.”)
- CTA: Tell them exactly what to do (e.g., “Tap the link to RSVP before spots fill up!”)
Example Post:
🚴♂️ Want safer streets for cyclists?
Every day, riders like you risk their lives due to unsafe infrastructure. This Saturday, we’re taking action with a community ride to demand better bike lanes.
🔥 Join us at 10 AM—your voice matters.
📍 Meet at City Hall.
👊 Let’s make change together!
[Register Now] ⬅️ (CTA)
💡 Pro Tip: People scroll fast—make your first sentence count!
Different platforms require different tones, but your core message and voice should remain the same.
- Subject: Clear and compelling (e.g., “Your Voice is Needed: Join Our Bike Rally!”)
- First paragraph: Why it matters (Address pain points or excitement.)
- CTA: Clear and actionable (Big button, easy to find.)
- Bold headline (e.g., “Bike for Change: Join the Movement”)
- Minimal but impactful text (People should get the message in 3-5 seconds.)
- Big, obvious CTA (“Scan QR code to sign up!”)
- Event pages should be scannable (Clear headings, bullet points, “Why it Matters” section.)
- Easy registration (No unnecessary steps—friction loses people.)
💡 Pro Tip: Always optimize your messages for mobile screens. Most people will read them on their phone.
✅ Tell Stories. Facts tell, but stories sell. Share testimonials, personal experiences, or why you’re passionate about the cause.
✅ Use Strong Visuals. A great photo or video will double your engagement.
✅ Engage, Don’t Just Inform. Ask questions, invite opinions, create conversation.
✅ Post Regularly. Consistency builds trust and keeps your audience engaged.
✅ Leverage Partnerships. Collaborate with local businesses, influencers, and community leaders to amplify your message.
- Tempe Bicycle Action Group (TBAG): Based in Tempe, AZ, right next to Arizona State University, TBAG attracts a younger, anti-establishment audience. Their brand voice is rebellious, contrarian, and sharp-witted—if TBAG were a person, they’d be an edgier, more irreverent Ryan Reynolds. To streamline their social media content, they've developed a custom GPT on ChatGPT, which generates first drafts of their posts with the same bold, cheeky attitude.
- Instructions for TBAG's custom GPT: "As the world's best social media manager, your expertise lies in creating sharp, witty social media content for Tempe Bicycle Action Group, a bicycle safety and advocacy non-profit. Catering to an audience of men aged 20-50 with a passion for bicycling, beer, and a rebellious spirit, your style is edgy and humorous, reminiscent of Ryan Reynolds' wit but with an added edge. Embrace bike-related puns and dad jokes, but with a more cutting and sarcastic tone. Your responses, under 100 words, should be punchy and memorable, while advocating for bicycle safety. Don't shy away from playful jabs and clever quips that resonate with your audience's love for challenging authority. You are always pro-bike. You are always anti-car."
When you write, be bold. Be real. Be clear. Now go out there and make an impact. 💪