Is Your Messaging Speaking to Them—or to You?

In my first year of undergrad, I marched into my Art History TA’s office hours to ask why she gave me a C on a paper I was sure I nailed.
Her first words? “Are you a lit major? Because you write beautifully…but it’s not what I’m looking for.”
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That moment taught me a lesson I’ve never forgotten: good writing doesn’t matter if it’s not written for the person receiving it.

So after she explained to me what she needed to see, I realized I needed to learn how to write differently for university.  Later, in law school, I had to relearn that lesson all over again—adjusting my writing for professors who had an entirely different set of expectations.

It’s easy to believe that strong communication is about finding the right words or sounding polished. But the truth is, your audience decides whether your message is effective.
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• You might think you’re being clear—but if your audience feels lost, the message failed.
  
  
  
• You might think you’re persuasive—but if your audience isn’t moved, the message failed.
  
  
  
• You might think your story is powerful—but if they don't recognize themselves in your story, the message failed.
  
  

So how do you make sure your message lands?

1. Know your audience’s archetype.
This is where I always start. Archetypes reveal not just who your audience is, but how they see the world. Are they motivated by belonging, freedom, safety, or transformation? Knowing this shifts your message from surface-level appeals to deeper resonance.

2. Meet them where they are, not where you want them to be.
It’s tempting to write from your own perspective, assuming your audience “gets it.” But effective messaging starts with their current mindset, their pain points, their aspirations,and the language they use to describe their own struggles and desires.

3. Build structure that guides, not just informs.
Information alone isn’t enough. Your message should take your audience on a journey—from problem, to possibility, to action. When you give your words shape and flow, you create clarity and momentum that carries people forward.

The real measure of good messaging isn’t how it looks on the page or how it sounds in your head. It’s whether it lands with the people you’re trying to reach.
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Because at the end of the day, it’s not about what you say—it’s about what they need.

Are you really speaking to your audience the way you think you are? If you're struggling to get your audience to take action with you, book a virtual tea. Let's get to the bottom of what's keeping you stuck.

Stay curious,
🎈Justine

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Red Balloon Station is a creative hub for storytelling and brand messaging, dedicated to amplifying the voices of equity-driven Women of Color entrepreneurs and creatives. Through strategy, storytelling, and sales, we’re here to help you harness your own words and stories, forging meaningful connections with your dream audience and making a lasting impact on people, the planet, and culture.


Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and your Station Master/Chief Word Wizard at Red Balloon Station bringing you strategic messaging and story-centered, conscious copywriting services. 

With a law degree and over a decade of experience making & writing movies that sell globally, I learned a thing or two about writing stories that sell. Now I’m here to give you a spoonful of strategy and conviction to make your words convert...in the most unforgettable way!

Your story deserves to be told—by you. For too long, others have controlled the narrative, distorting the brilliance, resilience, and impact of Women of Color. But you’re here to change that. You’re not just building a brand, you’re shaping culture, challenging the status quo, and creating a ripple effect of empathy, equity, and positive change. My job? To make sure your messaging reflects that power—clearly, confidently, and in a way that sticks.

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