Why You Have to Tell Your Audience (Again) What You Know, Do, & Care About
I've recently been in so many “but do they know” conversations. I've asked clients and colleagues if other people--including their audience--know what products and services they have to offer, what they stand for, what makes them special.
Candidly: I'm guilty of this. My mentors have told me one of my greatest flaws is that the people in my phonebook know I'm ridiculously smart and talented--and I do a great job of keeping that information siloed to the people who've seen my thinking in action. I'm in a few incredible programs right now, and you'll see my efforts on social media and my public thought leadership redouble in the future; but those learning lessons are for a future email.
No matter how you're showing up, it can be uncomfortable to remind your audience of an ask. I can let the perfectionist voice in my head creep in: “But, Sara, you're not sending value-add emails as regularly as you could.” “But, Sara, people are here for marketing advice.” “But, Sara, if they'd wanted to give they would have or maybe the did years ago--and isn't that enough?” “But, Sara, what if they unsubscribe?”
If I can encourage you with any advice in this post, it's to shut that voice up. Truly.
That voice will never advance your business goals or your content or your marketing strategy or your relationship with your audience--or most importantly, the point where they all intersect.
Rather than assume people don't want to hear more, don't care what you know, won't opt in in to what you offer, consider that they don't know--and give them the opportunity to learn what they can be a part of.
People are busy. I've had on my to-do list for days to order a Moana cake for my upcoming 3-year old's birthday party. I need to call two friends who've recently had babies. Do you think I'm remembering that social post I bookmarked or that email I flagged? I appreciate a reminder.
So, hi: I'm Sara. I'm a marketing and communications strategist. I love thinking creatively and using strategy to solve problems and grow businesses. And we'll get back to our regularly scheduled programming later on this week.
Today, I want to make sure you know about a cause so foundational to who I am as a person: My son Moses should've turned 8 last month. We're in the anniversary--right now--of the 19 days he was alive. In his name, I started a memorial fund at Children's National Hospital in Washington, DC and we've raised close to $50,000 since we started it. It's the #1 NICU in the nation and our fund supports research, acute care, and palliative care.
The purpose of the first two categories for the fund is to save the most vulnerable babies, as we can all feel how bringing a baby home will change a family forever.
Then that third bucket, palliative care, that's the one that's so often overlooked because it's not a “feel good” story, but it's so, so important. That's the yes fund that allows extended family to meet a baby for the only time. It pays for burials--because can you imagine losing your baby and crying over not having the funds to bury them? It pays for teddy bears with a doppler of the baby's heartbeat so parents with aching arms who can't hold their babies can still feel their exact baby's heartbeat, and know they didn't dream it. And know they lived.
So, I want to make sure you know that you can still donate. You can join my team virtually or in person in DC. We're racing Saturday October 15, and every single dollar and team member every single year makes a difference. Click here.
