Transcript

Hello hello so in Australia the federal election has been cold and all candidates are now in full promotion mode to get their message out to the market of why they should be the best candidate to represent us at the national level now I’m getting all these wires in my letterbox and one of the fires that caught my attention probably for all of the wrong reasons was from one of the candidates I was a big glossy flyer and on that flyer literally 75% of the flyer was all about them who they were what their interests were where they grew up how they where they went to school and so on and literally I looked at this and I said none of this relates to me I do not care and look I get the thinking and the rationale of why they did that trying to establish that day knew the cohort intimately well but at the end of the day I don’t care about any of that stuff all I care about is results and I want certain things to happen federally in Australia and a lot of that flag didn’t address any of those basic things even if they were in opposition to some of the outcomes I wanted for this country they did not even mention what their alternative was going to be huge waste of money huge waste of time for them to print out a flyer that did not address anything that the market would want so the lesson here is if you’re going to put a communication out into the market and you are trying to convince someone in that market to take some sort of action that is favorable for you should really be putting all the words on that page in the language of what is in it for that person to take action that is in alignment with what you want so I hope that lesson is kind of useful for you and changes the way you think about how you communicate in a public forum I tried out let me know how it goes and I would love to hear from you.