You talkin’ to me?

When you talk to your audience in your ads, direct mail, emails and social media posts, do you actually talk to your audience?

This may sound like a simple question. Almost a stupid one. But too many communications efforts get it wrong. We don’t want your communications to get it cialis generique wrong too.

Everyone in your audience wants you to answer the same question

Your audience approaches every unsolicited communication with one simple question:

“What’s in it for me?”

 Your audience could care less that you have something you want to tell them. Your ads, mailers and other efforts to communicate to them and persuade them are an interruption of something they are doing.

Think about it for a minute.

    • That TV ad you’re running? It’s interrupting the show they want to watch.
    • That pre-roll you have on YouTube? It’s keeping them from watching the funny kitten video their friend sent them.
    • That mailer? One more thing to sort while going through a stack of mail that’s likely to contain absolutely nothing they want.


If you want to interrupt your audience and get them to pay attention to what you have to say, you better be talking to them about something they care about.

That means not using your ad to blather on about yourself. The audience could care less. They don’t want to hear your life story. That’s about you, not them.

Your audience wants to how whatever it is you’re offering will benefit them. They want to know what’s in it for them to take the action you’re asking them to take–whether it’s casting a vote, making a call, sending an email or purchasing your product.

Your communications need to address the audience’s concerns

Ultimately, what’s “in it” for your audience to stop what they are doing and pay attention to your communication is that you present a credible solution to a concern they have. You are talking to them about what they care about.

When it comes to voters in political campaigns, most want to know how you’re going to credibly answer one or more questions like these:

    • How are you going to help me find work or keep the job I have?
    • How are you going to help me have a secure retirement?
    • How are you going to help me and my family afford healthcare when we’re sick?
    • How are you going to make sure my kids get a great education at their local school?
    • How are you going to help make college more affordable so I don’t go broke paying for it and so my kid doesn’t come out with a pile of loans.
    • How are you going to protect my rights, freedoms and values?
    • How are you going to help me buy and hold onto a home?
    • Why are you a better choice than your opponent to help me with these issues I care about?


Answering those questions with credible solutions will grab your audience’s attention. Instead of just another ad that interrupts them, you’re talking to them about what they care about. Instead of being an intrusion, you’ve become a solution.

So before you approve your next ad, send your next mailer or make your next post on social media, make sure what you’re saying addresses something your audience cares about instead of simply talking about yourself.

If you do, you’ll be winning hearts and minds that will take the action you seek. And that’s why you’re advertising in the first place, isn’t it?

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