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It’s not about you

The perennial mistake made over and over again in pitches, presentations, and proposals is one of perspective.

We all have a natural bias to focus too much on what we want to say, rather than what audience members want to hear.

We’ve all done it. And we’ve all been on the receiving end.

When communicating in any form – emails, websites, presentations – being too focused on your own perspective is an easy mistake to make.

Why is that? Because we know what we like, what we’re interested in, and what we need.

On the other hand, it’s really hard to figure out what your employees, colleagues, prospects, and clients want. It’s hard work and it takes time.

The fact is, the key principle required to get and hold the attention of your audience is to be of help.

Help them solve a problem, meet a need, answer a question.

If you want to engage audiences effectively, your mantra needs to be: “It’s not about me, it’s about you.”

How do you put this into practice? Think more in these terms:

  • Old way vs. New way
  • Me, me, me vs. All about you
  • Want I want to say vs. What you want to hear
  • My features vs. Your benefits
  • Impress vs. Bless
  • Sound official and important vs. Friendly and personal

If you want to move people you’ve got to make it about them and offer real help. Help them identify problems, show them how to fix them, and explain the benefits they will receive.

It’s simple, but it’s difficult. And it’s hard work, but always worth it.

Have a great week.

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