It's Not What You Say, It's How You Say It (and How You Make Your Audiences Feel)

My mother was right. I've noticed it, most clearly when I speak (and if I have to say it myself, I'm a good speaker). I'm invested in what I speak about (and in conveying that with passion, excitement, energy, movement, making eye contact and being expressive). As a result, audiences are definitely engaged.

I've realized what a gift this is, and have worked hard to figure out what's behind it. Believe me, I'm just an average looking, average thinking Jane...so nothing special there. But I have realized that I do know how to do a good read of the audience, and make sure to respond to the vibe (what I feel they feel). That seems to be my secret of success, and one I've tried to integrate into less personal communications for client organizations, although it's much harder to get a read on audience feelings without the face to face; but it can be done.

So I was thrilled to read these words by Seth Godin -- one of the few marketers who has attained guru status in my book. Seth says the most important rule is: By a factor of three, what you do is not nearly as important as how it makes people feel.

Now listen hard as Seth continues, "So why do you spend almost all your time on the wrong thing?"

Nonprofit leaders, take this to heart.

Source: http://www.gettingattention.org/my_weblog/2007/04/its_not_what_yo.html

About the Author
Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. As President of Nancy Schwartz & Company (http://www.nancyschwartz.com/), Nancy and her team provide marketing planning and implementation services to organizations as varied as the Robert Wood Johnson Foundation, Center for Asian American Media, and Wake County (NC) Health Services.

Subscribe to her free e-newsletter "Getting Attention", (http://www.nancyschwartz.com/getting_attention.html) and read her blog at http://www.gettingattention.org/ for more insights, ideas and great tips on attracting the attention your organization deserves.

NOTE: You're welcome to "reprint" this article online as long as it remains complete and unaltered (including the copyright and "about the author" info at the end), and you send a copy of your reprint.