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If you want your prospects to pay attention and be persuaded by what you write, you must know what motivates them. The same thinking holds true when you’re giving a speech, writing a letter, or trying to sell a product. Getting to know your audience’s profile gives you a lot of emotional and situational information that you can relate and allude to in your messaging. Most importantly, you’re able to answer the vital question “Why should my target care?” You’ll find people much more receptive when you start communicating a benefit rather than trying to sell something.