First addressing the other’s felt need will help them be open to hearing the rest of what you are saying. Start with want.
From the Blog on marketing
We love the field of dreams mythology, and so we create manuals, tools, toolkits, write papers, and believe the masses will just magically show up.
Marketing is not just about selling people stuff – it is also about promoting ideas and change. When you’re denied traditional channels, go guerrilla.
Some people will hear our message and people won’t – Communication is never finished, it is constantly needed & we GET to do it, we are the lucky ones.
Marketing is about change. Behaviour change. So is public health. So why are governments not asking brands to lend them their marketing departments?
Words give us space to work, to create the change we need/want, they give us ‘cover’. But they are rarely the end in themselves, rather, they are a means.
What’s the difference between marketing and public service announcements? Is one selling you something you need to buy and the other something that is free?