There’s no power without connection

If no one cares, nothing else matters.

Wind farm seen from the air

There’s no power without connection.

Not your products or services.
Not your values or mission statement.
Not even your donations to charity.

The best way to make people care?

Make a connection.
Talk in their words and images – not yours.
Make it believable – and entertaining.
Show that you understand the bigger picture – and your place in it.
Don’t overreach – remember what you are actually selling.
Make sure they can remember that and know what to do next.

David Trott has a wonderful piece on this over at his blog: http://davetrott.co.uk/2017/02/learn-the-law-of-diminishing-marginal-returns/