The internet is filled with Information, but information is not a thing. It’s a noun, yes, but not an object. It’s a verb turned into a noun – an action into a thing.
You’re not publishing information – you are informing someone of something. But WHO are you informing? About WHAT? And WHY do they care?
The danger when you turn an action into a thing is you tend to focus on the thing. But just as important as what you’re delivering is where you’re doing it and who will be there. The same can be said of a presentation. While you’re preparing to give a talk, it’s tempting, and quite normal, to focus on the presentation, but not on the people you’re presenting to.
You can easily spend too much time consumed by the words and the slides
And not enough time learning about the audience – who they are, what they know, and what they want. Neglect this step at your peril. Trust me, I’ve been there – more recently than I care to mention – AND IT HURT!
If social media is meant to be a conversation, imagine having that conversation – scratch that, imagine conversing – in real life!
Imagine yourself in a cosy bar chatting with one or two members of your audience:
- Who are they?
- What would they look like?
- What would they be wearing?
- What would the bar be like?
- Still feel like you have something valuable to say?
- Or are you just masquerading?
- Would they listen?
- Would they want to hear more?
In fact, forget imagining…
Go and have some real conversations – it’s good for you.
It’s not that scary, and it’s the best thing you’ll do to improve your content.
Want to know if that idea for your next blog post or infographic is as good as you think? Tell people about it next time you’re in the pub. And watch their reaction. Don’t listen, watch! You’ll know in a second if it needs more work.
Stop focusing on the information and think about who you’re informing
- What do they want to know?
- What do they need to know?
- How could they benefit from thinking about things in a different way?
- How can you help?
In short, don’t think about what you have to say, but what you have to deliver!
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