Can you grow your market share in this difficult economy? I believe you can if you get to know your audiences better than ever before.
Your customers are facing their own problems. Your employees are worried. Your investors have lots of anxiety. Do you know what all of these are, specifically and not just generally? Could you paint a word picture of a day or week in the life of your audiences? What problems are they facing, what are their priorities, how do they see themselves in six months?
Why should you know detailed answers to these questions? So you can speak about them knowledgeably and deeply. When you create an audience profile that is complex and nuanced before you begin writing your speech or presentation, you will end up touch your listeners in an extraordinary way.
When you touch them they will respond to your call-to-action. They'll learn first hand that you are the indispensable organization that will help them solve their problems, address their anxieties and help them grow through the economic downturn.
Begin your presentation with a message that conveys that you know them and care about them. Tell a well-crafted story that reflects their pain. Pose a question that includes their issue. Let them know immediately and with clarity that you're in sync with them.
The single best way to connect with an audience that is troubled by their pressing issues is to speak directly to them. No slides or bullet points or formal scripts or introductions. Be real, be caring and be natural.
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