Earn the Right to Be Heard

A recent client for my students reminded me about the marketing adage “the right to be heard”. It’s a reference to the need to demonstrate that you know the client, so that when you pitch them an idea about how to move their business in a direction, they’re more likely to trust you. Same holds true when you’re offering clients solutions as a business owner.

And why targeting your audience is so important. How can you speak to them and motivate them to action if you don’t really know them? How you talk to your family, your co-workers, your friends, your local barista–all different approaches. Why would business be any different? It’s not.

People do business with people they know, like and trust. Sometimes they don’t really “know” you, that’s the role of public relations. Developing a connection with people you want to do business with, provide solutions for, etc. The reason television ads work so well is because you’re in people’s homes. Showing up in their social media often also in the homes, and cars, and boring meetings. Think about how to earn the right to be heard-know the people you want to talk to.

It’s so much easier for them to accept the pitch when you do.

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