“An important idea not communicated persuasively is like having no idea at all.”Bill Bernbach
At a networking meeting, I remember being told by this Financial Advisor the great features of one of their products. They told me that I could do x,y,z. It was quite interesting and a great idea, but what they failed to do is communicate how it would fit into my life.
Great ideas are only a start. You must go further and work out how your idea will benefit their life. Also, understand how it will benefit the story of their lives.
After working out who it is for, the best question to ask yourself when communicating an idea is:
Why should they care?
Ask it again
Why should they care?
For tripling effect,I will let you ask yourself that question again.
Why should they care?
Digging deeper and asking the question of why your audience should care is understanding their core motivation of why they will buy your idea or product or service.
The second question is:
What is in it for them?
Remember that you are writing for the self-interested audience member. The audience is primarily interested in the benefits that they will get from the product or service.
These benefits can range from a range of things such as security, status, convenience and a range of other things that could be their drivers.
Great ideas are important, so it is your job to communicate them well and fit it into the story of your audience.
