Thesis: We Love to Worry about the Wrong Things

Admiration – Authority – Respect

We Sometimes Forget that Other People Forget Who We Are

They have a Tendency to “Put You in a Box” of their Own Description

What Solution to Their Problems Di You Bring

Ambiguity will Frustrate Your Audience

Must be Clear and Never Confuse Them

Speak in a Compelling and Engaging Way

Thing of Your Audience as a “Ship Lost in the Fog” – They Need a Lighthouse to Guide Them to the Harbor

If You Want to Move the Audience, You Must Shine a Bright Light to Illuminate the Path to

Their Goal

Become a Symbol of Their Goal, or at Least a Path to It

The Method is to Speak as the “Real Me” Speaking to a Friend

Include a Statement that “I am not Perfect, but I can Help”

The Problem is: How Do I Do That?

The Five-Level Strategy

Level I. Look and Feel of Site

- Chose One Signature Font that will be Used Through-out the Site (Such as Laura)

- Use an Unchanging Set of Colors

- Use Consistent Imagery

- Use One Simple Brand, such as a Logo

- Use Your Own Name

Level II. Stay Personal

- Write as If You are Writing to One Person (a Friend)

- Use Tagging and Liquid, or Send Different Wording in Two Distinct E-Mails to Avoid Incongruities; for example, People Who have Read Your Books from Those who Have Not or are Just Interested in Learning More

- Tell Unforgettable Stories

- Don’t Talk Technical

- Keep Re-Introducing Yourself

- Give Names to What You Do to Make The Categories Memorable

Level III. Be Consent-Based

- Always Respect How and Why You have the Right to Contact Them

- Treat People as If They have Goals/Projects of Their Own – and You are Trying to Help Them Fulfill Those Goals

- Always Keep in Mind Their Wants from Their Needs

- It’s not about Bothering Them – They Asked to be Contacted

- Don’t Offer Them What They Don’t Need

- Reticence is Not Helpful

- Remain Empathetic – Always Allow They to Opt Out

- Busy People Need Repetition; Saying Something Once is not Saying It at All, but Saying It the Same Way Every Time becomes Onerous

- Always be There for Them

- The Goal: Calmness of Being – Slowly Develop the Relationship

- You are – at the Same Time – Entertainment, Satisfaction and Community

Level IV. Intense Listening (Your Real Focus in Your Communication)

- Using This for Self-Evaluation is an Error

- What Does Your Audience Say about Themselves – This is MANDATORY

- Use Questionnaires to Guide Your Path Forward

o Ask What is Important in Their Life About Their Life

- How Does Your Audience Describe Their Own Dilemma

o Why have They Come to You to Help Solve their Needs/Wants/Desires

o Their Needs are Psychographic, not Demographic

This is What You Need to Cover in Your E-Mails

- Consider Creating an Avatar to Enliven their Needs, Yearnings, Longing, Desires

- Respect that They Have Shared Something Precious with You

- Their Answers Build Up a Picture of Your Audience

- Be Focused on Two Things

o Their Needs

o Who You Are

- Pay Attention the What Motivates Your Audience

- Sincerity is the Primary Key

- Often Their Answers will Seem Basic to You

o Their Problems are More Basic that You Anticipated

o Solve Their Problems, not the Advanced Problems You Anticipated (known as the Expert Fallacy)

o The Simple Answers are What They Want

Level V. Believe What You Say

- Stress the Moral Reason for What You’re Doing

- Always Talk Yourself into Being Yourself – Remain True to Who You Are

o Don’t Fall into the Trap of Becoming Someone/Something Else

- Always Tell them “Why”