How to get your supporters to listen in 4 steps
- Tue, March 17 2009
- Filed under: Marketing essentials
1. Listen to them: This is the key. If you really want someone’s attention, PAY ATTENTION TO THAT SOMEONE. You have to listen to be heard, see to be seen. Are you doing this? If not, that may be why your audience isn’t opening your emails, taking your calls or answering your appeals. You need to be in conversation, not monologue, with people in order to make them receptive. Here’s a good example of letting your audience have some say. Here’s another with great user generated stories.
2. Connect to what you’ve heard: Once you’ve listened to your audience, you’ll know what to say. Because you’ll understand what interests and passions make your audience tick - and which are the interests and passions you need to tap in your own outreach. Your message, if you’re framing it right, becomes highly inclusive of your audience, as you see here.
3. Show, don’t tell: Connect through stories and great messengers (see #4). This works far better than talking about yourself in a sterile way. Great stories get people’s attention like nothing else. Think of the many speeches you’ve nearly slept through until you perk up with cues like, “let me tell a story,” or “here’s or an example” or “that reminds me of the time…”
4. Change the messenger: I’m always saying this, but it really does bear repeating. Don’t be the only one asking for help. Provide great information and stories for your supporters to spread within their circles of influence. Tap someone helped by your organization to write your newsletter. Authentic outside messengers can do more for your message than you can ever do yourself.
Comments
Amen to that! This was perfect timing as I’m having multiple conversations about raising money (who isn’t these days?!), and this was a terrific summary. Thanks!