Let’s talk about a marketing principle that is so obvious you’ll think it’s a no-brainer. But, I guarantee you’re ignoring this principle somewhere in your business. Chew on this thought for a moment:
Your audience takes their cue from you as to what they should do.
Here’s one of the easiest ways to see this principle come alive. Whenever someone speaks in public, notice how the audience lets that speaker determine the environment of the room. For instance, if the speaker takes the stage acting like a general who is confident and in charge, then the audience will relax, quietly listen with interest, and stay attentive throughout the speech. In contrast, if the speaker takes the stage nervous and disorganized, then the audience will absorb that speaker’s anxiety, sit uncomfortably, and even start to tune out the presentation.
The lesson here is that you must give your audience cues to know what you want them to do. This same principle also applies to numerous marketing scenarios, such as:
- Whatever you highlight on your website will determine what your online audience sees and engages with.
- Whatever you highlight on your newsletters and social media pages will determine what your audience believes is important and warrants their attention.
- When you remind current and past customers about other services you provide, they get the opportunity to respond. If you never tell them about other options, they never have the chance to take action. Out of sight, out of mind.
Your audience can’t take action if you don’t send them the signals to take action. Take a moment this week to assess the way you market and communicate in light of this principle:
Your audience takes their cue from you as to what they should do!
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