It's Not What You Say, It's What They Hear
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- You can be too authentic
- If they can't hear you, it's not their fault
- We're emotional creatures and want to connect
- What's your objective?
- Be honest with yourself. Are you looking just to get your friends to agree with you? That's not persuasion.
- We are all empathetic other than sociopaths, narcissists, etc.
- "Active empathy" is putting yourself in their shoes
- It's not about you
- Understand why they believe/feel/do
- "Empathy is not an endorsement"
- Culture today has us tribal and entrenched
- This is not new
- We're predisposed to ignore things that we disagree with
- Get clear on your target audience to inject yourself into the conversation
- Once you understand this, then create your "Master Narrative" and frame it around them
- Then maybe have three supporting points
- Create a visual to make your message stick
- Trump said he would "build a wall." That's visual language.
- Most decisions happen after you leave
- What's your higher-order narrative that's above the facts? Support it with your three points
- Find what's true to you and repeat it over and over like Trump's "Make America Great Again"
- Live it. Breathe it. Own it.
- Become known for it.
- You need to become nauseous from your message before you change it
- Talk to your ideal people to perfect your message
- It's not what you say, it's what they hear
- Make them pause. More than facts.
- Tell stories
- It's hard to argue with a story but have the facts to back it up
- When to create a new category and when to thrive in an existing category
- The message is still the message
- The medium is not the message
- You only have a few words to get your point across
- You must be consistent
- Show up big, or don't show up at all
- Focus. Repeat. Do the right things.
- Have a plan and execute.
- People need to hear your message at least seven times
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