- Sat, December 17 2011
- Filed under: Marketing essentials
If you do nothing else as a communicator, do this one thing: Look at yourself (your message, your website, your appeal, your case, etc.) through the eyes of your audience. It will prompt you to make changes that allow you to better connect with those you want to influence and inspire.
Every time I fear I’ve said this too many times, or that it’s too obvious, I review a website or lead a workshop and see the problems that stem from failing to step out of our own perspectives. This week alone, I reviewed a dozen websites for a Network for Good webinar (free access here), and the top mistake was the sites were focused on the organizations, not the visitors to their pages. And I gave a speech to a group of partners who often struggled to communicate - for the same reason. They were operating from their own mindsets rather than exploring their partners’ perspectives.
Remember: Communications is not about what you say, it’s about what people hear.
Your message is no match for the mental machinations of your audience’s mind.
If you don’t get what makes that mind tick, you’re not communicating. You’re just talking.