Do you want to win their business or get their attention?

It’s about them, not you.

It’s simple to understand and conceptually, it makes a lot of sense. But it can be very hard to do this.

When you write a proposal, when you reach out to someone on email, when you’re selling a product, it’s always about your reader.

Does this mean that you never can ‘sell’ someone an idea or product? No.

It’s about them, not you.

There’s nothing wrong with the direct approach, at least people know where you’re coming from and they can decide if what you’ve got to offer them is something they want. But we are all facing this in today’s world.

Social is not just getting together with other people, there’s a whole lot of selling going on.

People can’t seem to get a cup of coffee together or sit down to chug a few beers without getting distracted by a lot of stuff, mostly our gadgets.

So, we’re inundated and we’re distracted. We can’t seem to focus very much on one thing for long. Everything is pulling at us, and mostly, in different directions.

Is it any wonder then that yours may just be one more email/proposal/call/tweet in a long list of others? How are you to stand out?

It’s about them, not you.

Here are some strategies that work.

The whole world is not your audience
It need not be and you shouldn’t feel bad about it. You need to spend time figuring out who your audience is and then honing your message to them and increasing the value you can bring. Let go of the notion you need to appeal to everyone.

Give before you get
In a world where most are clamouring for you to read/do/buy something specific from them, you will be a breath of fresh air when all you want to do is share what you’ve got/learnt/heard/understood/discovered. No strings attached. Mean it.

Make it about them, not you
People want to be understood. They feel special and honoured when what they’ve read speaks to them in a personal way. That can only happen if you understand who you are writing to and why. That can only happen when it’s not about you at all.

It’s about them, not you.

What do you find has worked well for you? What makes people open your mail or respond to your proposals? Please share your thoughts in the comments, as I too want to learn from you.

I run the VerticalDistinct platform to support both Human Resource and Technology professionals. I blog on the entrepreneurial journey. I also write for Women of HR and post on LinkedIn. Let’s connect, let’s learn from each other. Let me know how I can support you.

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About rowena morais

Media Communications and Editorial Specialist. With my strong professional network of contacts, I help individuals and organisations, particularly those within Human Resource and Technology, strengthen their skill-base and brand through compelling writing, beautiful design, content marketing and publishing. Let's talk.

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