The Devil IS in the Detail

Hello again.

The problem with detail is that most of us find it a lot easier to speak in great detail than we do to hear and absorb it.

Which is why some of the most knowledgeable people on a subject - any subject - can also be the least interesting to a lay audience. Detail, of course, is a matter of context. For example, if you're speaking to a room full of fellow experts or in a one-to-one with a peer, detail and in-depth discussion is the order of the day. In those situations, generalities and simplifications won't do.

But if you're trying to get new ideas and facts across to someone, or a group of people, you must take into account their ability to absorb, digest and remember new ideas is a lot less than your ability to tell them.

How does this apply to marketing?

Well, while you may be in love with your product or service and all its wonderful and ingenious features, your prospective customer probably only has room for two or three concepts at most.

Number one will always be 'What's in it for me'?

Numbers two and three might be 'Where's the proof'? and 'How much'?

But explaining exactly how you're going to deliver on your promises is giving too much detail and is usually more interesting to you than it is to them. If they want to know the answer to that one it will be because your 'proof' is unconvincing. So answer the 'How'? question with that in mind.

But start with the number one benefit and how that solves their problem. That's usually the only 'how' most people really care about.

Roy

PS. See The Complete Marketing Manual at http://www.completemarketingmanual.com/

PPS. See how public speaking could bring you a six-figure income at Niche Seminar Secrets