What’s in it for them?
Are you asking this question enough…and is this the first thing you lead with at the start of a program or a pitch?
To successfully market and reach your participants, and those who decide whether or not to give the go-ahead to your program, we have to not only say, but show what’s in it for them… all the while using their language to get the message across.
What does success look like for them?
How you market a program to an engineer will be different from a sales executive. It can be a different language altogether. There will be biases and assumptions and expectations you can’t always control. To help break through, seek out what success looks like for them, while being as specific as possible. Don’t be afraid to ask questions.
What is their objective?
Everyone has an objective. Is it just compliance – or something deeper? Let’s hope for the latter. Here, Seth Godin provides helpful reminders on learning the worldviews of your participants. Are they batman types or superman types?
It’s nearly impossible to sell an idea or a concept to everyone at the same time. Adjust your story and approach to fit your audience, speak their language and always focus on what’s in it for them.
But, says Godin… “Instead of trying to delight everyone in Gotham City, it pays to find people who already resonate with the story you want to tell”. Yes, AND to that!