How often do you find yourself in a “conversation” with someone who’s doing all the talking? There’s a big difference between talking with people and talking at them. I don’t know about you, but I’m truly self-conscious about it and find myself stepping back in some conversations worried that I’m doing too much of the talking. Often with good reason, I’m afraid.
This Andi Teggart article at Fast Company’s fastcocreate.com shares some great insight into public perception about how brands are sharing their stories. It appears from a Yahoo!/BBDO study that people want more of a conversation and less of a lecture.
Said Teggart, “More than ever, brands need to quit chattering AT their audiences and instead showcase how their brands share each audience’s values, and can seamlessly enhance their day-to-day lives.”
Amen to that. We often refer to the four questions you should ask in solving a communications problem – one of which is to determine what your audience already knows – or, perhaps more important, doesn’t know about you.
There’s a lot to be said for making it easy for them to find out what you want them to know, rather than force-feeding them.