- Thu, April 28 2011
- Filed under: Marketing essentials
The bigger the scale of what you’re communicating, the smaller the impact on your audience.
Do not overwhelm people with numbers and statistics. They shift people into an analytical frame of mind, which disconnects them from the emotion of an individual story.
If you want to communicate with your audience on the scale they comprehend — a human scale — then take the big issue your organization addresses and communicate it through stories about one person, one whale, one tree. Make that individual relatable — less than perfect.
Small — NOT big! — is what evokes feeling, and feeling is what prompts action.