2. Look for questions, frustrations and desires
These are the things that are most relevant to the people who you are wanting to enroll. Personally, the place where I’ve found the most engaged conversations have been in a few of the Facebook groups that I belong to. (and, of course, my own Facebook group)
What you’ll discover are points of engagement. You’ll see questions that generate long threads of discussion and learn which kind of frustrations or desires resonate most.
It doesn’t matter if you think they’re asking the right questions – these are the questions they’re asking – so that’s where you want to start engaging.
3. Respond with something different
You’re going to discover that people have already tried a lot of things to answer their questions, fix their frustrations, and make their dreams come true. If it’s available they’re checking it out. You need to take the time to study what else is out there too, so you can respond with something unique – something they haven’t tried yet.
How does this work in practice?
Here’s an example based on how I like to engage. Let’s say my preferred method of connection is to go to a networking event or a conference. What I find at almost every business related event is plenty of people (like me) who offer marketing services of one kind or another. In fact it sometimes feels like the room is full of marketers.
And everyone there is introducing themselves with the same question, “What do you do?”
And everyone answers the same way – by talking about themselves.
At an event like try entering the conversation, by saying something different. What if you refused to give an answer by talking about yourself. What if instead you answered by responding to the questions, frustrations and desires that are on the minds of practically everyone in the room?
So, for example, after someone asks me what I do, I might answer with, “I like to help people have more meaningful interactions at networking events (like this one) so they meet the kinds of people they’re looking for, attract the right kind of clientele and so they don’t end up feeling like they’ve totally wasted their time.”
See what I did there?
Now I’m talking about the questions and desires and potential frustrations of practically everyone in the room. All of a sudden I’m positioning myself as someone who might have something different to talk about – and be offering the possibility of a unique value proposition.
Whoever I’m talking to is probably wondering, “What you just mentioned is something that I want to know more about – how do you do that?” So, we can keep talking and I can keep asking questions and learn more about their frustrations and desires.
This is exactly what you want to do.
Don’t enter the conversation by talking about your big idea – start by talking about the thing that is their top of mind frustration or desire. If you’re unsure of what that is, then ask a question.
You can craft content like this on your blog and share it on social media, and when you do people will start thinking you’re reading their minds.
Action – Want to enroll your target audience in your big idea? Try this:
1. Choose your preferred method for engagement (Twitter, Facebook, Meetup or some networking event)
2. Observe the conversations and notice the questions, frustrations and desires people are expressing that relate to the problem your work is trying to solve.
3. Craft your own question. Go on a rant about something that bugs you. Respond to the conversation so that people will talk back to you.
4. Then, when someone responds – say something different 😉
In the comment box below tell us your experience with entering the conversation.
Or, if you’d like more interaction than this once-per-week blog post, join my Facebook Group and leave your comments there >
Preview: This post is part 2 in the series on How to talk about what you do so that it matters.
Read Part 1 here >