Everything about communicating with each other has changed since technology has taken over what used to be a live person-to-person activity. Now that we “talk” electronically, the skills of personal communication – of talking face-to-face and making other people listen – is quietly dying. So what’s wrong with that? We’re all quite pleased with the new ability to get our messages across fast and easy, with us in total control and no waiting.
But here’s the problem and the fact. In order to finally make any sale, get any job, convince any boss about your new idea or make your mark and create your own brand — you must still, finally, do that in person. And that means not just being eloquent and interesting but making others listen…
Uh oh. Who’s willing to sit still and listen while you just talk, these days? That’s seen as a retro, boring, time-wasting format. We’re the Google generation- we get information instantly, on our own. No waiting! Plus–since the number oone motivation for anything we do is self-interest–how will you handle the inevitable roadblock anyone puts up when you ask for attention–“Why should I listen to this? What’s in it for me?
Major challenges. So what’s the secret to getting and keeping any listener-audience of one or many today. Know your audience! Start with that “Me First” factor. Otherwise you’ll never be able to get past that inevitable roadblock they put up – their “Why should I listen to this? What’s in it for me?” attitude, and you’ll lose them at the start.
Here’s how you do this: The number one human motivation for doing anything has always been, and still is, self-interest. That means we all have a “Me First” factor. To satisfy that, you must focus on your audience’s main concerns – what are their needs, fears, goals—before you satisfy your own.
Great. How do you get this info about an audience you haven’t seen or don’t know? By asking about them or by simply putting yourself in their shoes as you focus on the following:
Who’s your audience (of one or many)? What do he/she/ they care most about right now? How much do they already know about your subject? How and why can your pitch or presentation actually help, interest or intrigue them? How can you best show and tell that? Plus one more: What do they expect you to say – something you want to avoid at all costs or you’ll lose them.
Just think about today’s issues. You know them. And focus on our common fears. Those answers will come clear to you pretty quickly. Then get more specific for each group as you think about their special issues and problems.
Answering those questions — hitting your audience’s buttons and connecting what you want with what they care about– becomes the basis for how you organize your presentation. Their concerns become your opening- the lasso you throw out to catch them and hang on to them as you develop your theme and explain what you want to tell them.
So, the secret to making anyone listen is – reach out to them with what they care about, first. Then include yourself and what you want.