Ch-ch-ch-ch-Changes

How do you elicit change? That is often at the root of many communication questions I hear.

Why are people not volunteering for our event?
Why are people not contributing to our cause?
Why are people not signing up for our workshop?

You see, when you ask people to give of themselves – whether it be with time, money or energy – you are asking them to change. Let me explain my reasoning.

In today’s world, we are inundated with things that vie for our attention. When you ask someone to attend your event, contribute to your cause or sign up for your workshop, you are asking them to choose you over something or someone else. You are asking them to change their usual program and get with yours. Lets face it, not many of us have extra time or money to devote to something new. If we take up one cause, we may very well need to drop another.

You can have the best, flashiest and most creative communication or marketing tool, but that isn’t what will entice people to get on board. So what will?

I hate to say it again but here goes… what’s in it for them? Why would they change what they are doing to attend your event? Do they want to be entertained? Do they want to feel good about themselves? Do they want free stuff? Do they want to learn?

Do you know your audience well enough to answer these questions? If you don’t, maybe it’s time to get acquainted with your audience. Before you spend a lot of time and effort on another event, fundraiser or conference, take the time to talk to your audience. You can do it via quantitative ways such as surveys and polls or informally and anecdotally through conversation, focus groups or online social networks like twitter and facebook.

Remember though, you may have to ditch your pre-conceived ideas of what’s important to your audience. Make sure your bias doesn’t colour your getting acquainted sessions.

Do you have any examples of discovering something shocking about your audience? Have you been surprised to discover they are looking for something totally different than you thought?

If by Tuesday you can leave the best comment explaining the greatest lesson you have ever learned about your audience, I have a free lined writing journal for you. If you don’t have an example, tell me the best knock-knock joke.

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