%FIRSTNAME%, have you ever had someone tell you a story and you had no clue what they were talking about? (I have a 13-year-old, so it happens quite a bit.)
Recently, I was listening to a podcast that detailed how we get the wrong impression of stories in the media. It happens a lot and I think it impacts how we share our own expertise in business.
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The missing element? Context.
What, exactly, does this have to do with books?
Well, whenever my husband or son is telling me a story and I get lost, the analogy I’ve come up with to explain my confusion is that they’ve started in the middle of the book and I don’t have the back story to know what’s going on.
See? You wouldn’t read a book that way—at least, not a book that you NEED that context to understand what’s happening.
Your audience isn’t experts like you. And this is where providing value in your marketing can get a little challenging.
Digging back into the recesses of your memory to provide the right context takes some practice—you have to internalize that you don’t know what they don’t know. I’ve gotten into the habit of saying “let me back up a little” to my clients when I don’t start at the beginning.
Here are some ways you can be mindful of giving full context and greater value to your audience, %FIRSTNAME%:
- Eliminate jargon as much as possible to simplify what you’re saying.
- Define industry-specific terminology, even if it seems obvious.
- Explain the “why” of your recommendations and best practices.
- Make note of questions and use them to shift how you share.
- Cover key topics from different perspectives.
Your expertise will always be most valuable and important to your audience when it’s clear and easy to understand. The key to making that happen is providing full context!
Karen
PS - Next week is the very first quarterly challenge in the Magnificent Marketers Club! If you’re looking to diversify your content and the places you show up to promote your business, you won’t want to miss it.
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