Our audience doesn’t want to be convinced; they want to be understood.
And to be understood, we need to meet them where they are, not where we are.
Maybe that’s done with a phone call or text. Maybe it’s an email or survey. Or perhaps it really is getting in our car and travelling to meet them. Whichever it is, it involves a lot more listening than it does talking.
Because when we listen, we gain understanding. Understanding that uncovers their needs and shines a light on the issues they’re trying to solve.
Done right, we’re awarded with a perspective that shows us how to make the biggest impact.