If the best place for your talent to meet your ideal customer or audience is when they realize/accept they have a problem, meet them with empathy.
Spend more time mirroring and aligning with their mindset than proving you’ve got the answers.
(Note: this is true for our colleagues/partners/kids/loved ones too!)
They need to hear that they’re not alone. That they’re not out to lunch for being stuck in the way that they are.
Your message to them is, broadly: I hear you.
The solution is there in the background. It’s in the distance.
You don’t have to hide that you’ve got some ideas, but you also don’t want to hit them over the head with that fact.
If your article/post/episode/preview shows up in their search or feed, and this is how you make them feel (seen, heard, validated), trust will likely start to form.
This is why it’s worth having something subscribable to offer (like a daily email, ahem). Perhaps they aren’t ready to solve this painful problem yet…but they’re glad to know someone who understands.
Then, as they get around to wanting to do something about it, you’ll be one of the first places they’ll think to turn.
Supportively,
James
P.S. Hat tip to friend of the list and magic word-smith Rachel Zurer for encouraging further riffing on this theme.
Recent Comments