STOP – THINK – ACT!…..

Making sure you understand what your audience needs and wants is the starting point of effectively communicating your message. Some would argue that it comes second to understanding your own objectives. I disagree with that notion!

Getting the right message across is not simply about understanding what you have to say. If you don’t know your audience and what drives them, then how could you possible know that your message (put in any way) is going to work? Do they want or need to hear from you at all…

For example – imagine you have an important announcement about a new policy to share with your co-workers. Everyone must need to know this right? Sharing a high profile policy is surely a no-brainer! Stop for a moment and put yourself in their shoes.

Are they going to respond by saying… “Wow – another new policy – GREAT!”

My experience tells me they may actually say something such as:-

“Not ANOTHER new policy!” or-
“Damn the policies – why can’t I just get a PC that works?” or-
“Why bother – no one follows policies around here.”

I am sure you will begin to hear the voices of many of your colleagues raising their own objections in your head right now.

Customers aren’t always keen to hear about new products, prices or services. You may be so keen to share your good news you overlook the potential back-lash.

“I’m angry – I just bought the old model now you bring out a new, better, cheaper one !”

Sometimes, however, negative or difficult things just have to be said and done. Conflict is often unavoidable. Marketing strategies can be complex…

So wouldn’t it be better to, at least, be aware and ideally have a resolution for the objections you might experience.

Just ask yourself – is the message you want to communicate necessary, is it relevant, is timely, is it going to backfire on me, what objections will I get, do I need to rethink my pitch…

In short – Have I TRULY understood what motivates my intended audience?

So the message is – STOP – THINK – ACT!