What your audience cares about

… is not you, but themselves. A few of the more obvious things they might care about:

• They want praise and recognition from their boss.
• They do not want trouble with their colleagues.
• Less hassle.
• They want to save money.
• Or make money. Big time.
• Close that deal.
• Scale their business.
• They don’t want to take any risks.
• Not decide for themselves so they can shift the blame if it fails.
• Have someone tell them what to do.
• They want to live a healthier life.
• Feel good.
• Impress their friends.
• They want to be promoted.
• …

Any of these result from constraints and demands, from experiences and desires that sometimes have a lot, but just as often have only very little to do with your product. And yet these aspects determine how your audience hears what you say.