Christopher S. Penn – Marketing AI Keynote Speaker

Almost Timely News, 5-June-2022: Audience-Based Communication, Anti-LGBTQ+ Hate Crimes, Google Analytics 4

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Almost Timely News, 5-June-2022: Audience-Based Communication, Anti-LGBTQ+ Hate Crimes, Google Analytics 4 (6/5) :: View in Browser

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What’s On My Mind: Audience-Based Communication

In every communication, we have two basic modes, two basic models: audience-centered and self-centered. I had the opportunity to watch a number of talks this week at the Spark.me conference and this really, really stood out a couple of times.

If you want to get a sense of how audience-centric any communication is, do a quick count of how many references are to the sender and how many references are to the audience.

For example, there was one talk where the speaker talked about themselves almost exclusively for the first five minutes. Tons of “I” and “me” and “my”. Very little for the audience, few references to “you”, “yours”, or even “we” or “us”. “I did this thing” and “this was my project”, etc. were the dominant points made.

A certain amount of self-centered communication is necessary, but not a ton. You need enough to establish basic identity, but then the rest of your content should prove the value of your communication, not you telling people about yourself. And this applies to both individuals and brands.

A long time ago, I had a sales manager (hi Tony!) who quipped quite correctly that the buyer’s mind is permanently tuned to one radio station, WII-FM – What’s In It For Me? When you’re talking about the audience, when you’re focused on the audience, you’re providing them value. When you’re talking about yourself? Not so much.

In general – there are exceptions – the more you talk about yourself, the less value you provide to your audience.

So here’s a quick test, something you can do easily with any and all communication you send. Using whatever counting or highlighting mechanism that suits you best – highlighter, sticky note, word count – count up self-centered references and audience-centered references in a recent communication. It could be an email you sent, a piece of marketing collateral, a talk you give, a podcast you produce – anything where you’re supposed to be providing value to someone else.

At a bare minimum, your communication should be 50/50 in balance. You should at a bare minimum be talking about your customer as much as you talk about yourself. Ideally? Crank that ratio of audience:self as high as it will go. This section of the newsletter is 31:3, so more than 10:1.

This is audience-based communication – ABC. Use this simple counting tip to make your communications even more powerful and impactful by staying laser-focused on your audience.

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ICYMI: In Case You Missed it

Besides the new Google Analytics course I’m relentlessly promoting (sorry not sorry), I would recommend the piece on LGBTQ+ hate crime data. Pride Month isn’t just about celebrating; Pride Month is also about calling attention to the work that we all still need to do to eliminate hate and foster acceptance.

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Thank You Notes

These are the places you’ve had or mentioned me – on your podcast, on your blog, in your newsletter. Thank you!

What I’m Reading: Your Stuff

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Events I’ll Be At

Here’s where I’m speaking and attending. Say hi if you’re at an event also:

  • MarTech Conference, June 2022, virtual
  • MAICON, August 2022, Cleveland, OH – use code PENN150 for $150 off any conference ticket
  • MarketingProfs B2B Forum, October 2022, Boston

Events marked with a physical location may become virtual if conditions and safety warrant it.

If you’re an event organizer, let me help your event shine. Visit my speaking page for more details.

Can’t be at an event? Stop by my private Slack group instead, Analytics for Marketers.

How to Stay in Touch

Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:

Required Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.

Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.

My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.

Thank You!

Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.

See you next week,

Christopher S. Penn

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