There’s a saying in marketing that’s thrown around a lot.
Assume your customer knows nothing about what you’re talking about.
It’s a useful tactic to remember, because it helps you avoid confusing your reader. If you assume they know nothing (or the bare amount) then you’ll explain things and avoid complicating language.
This marketing principle can be easily applied to political evangelism.
As a political junkie (informer?) your job is to reach others. What’s the point of reading all those articles if you’re not going to use it?
Here’s how you can use this marketing principle to reach others…
Not Everyone Knows What You Know
It’s a simple fact in life. You won’t necessarily know what I know, and vice versa.
Assuming your friend knows what supply and demand is will only end up confusing them if they don’t.
Better to ask them about it and explain it. Please, no spewing economic terms in their face.
Explain What You’re Talking About
Explain, explain, explain. And preferably do it with real world scenarios.
Real world scenarios give people a visual image of what you’re talking about. They can see how it would look in their life, and in the life of others.
Avoid Buzz Words and Big Vocabulary
Sorry, but using your vast knowledge of vocabulary words doesn’t make you smart (nor is it cute, hot, or attractive).
It’s a pain in the (you know what…).
Not only does it confuse your reader, but it puts up a barrier between what you know and what they don’t know.
You could call it a “barrier to entry.”
If I have to look up fifty words to understand what you’re telling me, then you’ve failed (and I’m going back to watching reruns of Everybody Loves Raymond) I talked about this in my newsletter, Wednesday.
Also, buzz words. Stop using them. They confuse people.
Buzz words are “word or phrase, often an item of jargon, that is fashionable at a particular time or in a particular context.”
If your audience has heard your buzz words before, they might tune you out. Buzz words equals a rant.
Keep It Simple
I love what Leslie said in her interview last Monday about keeping it simple…
I love to make things simple, because almost everything actually IS simple. When I can help someone realize that politics is simply the name for “how society is organized” they tend to be confident enough to take the time to participate. That’s what I like, helping people become participants.
Simple is best.
It’s that simple.
So, what do you do when you meet someone and the conversation dives into politics?
First, remember they probably don’t know everything you do.
Secondly, explain what you’re talking about.
Thirdly, keep it free of buzz words and big words. Explain it in normal, everyday language. That’s how they’ll understand it. Don’t forget to use real life examples.
Lastly, everything you say should be explained simply.
Throw away your ego for a moment. Get on their level. Truly care about them.
If you truly care about others, you’ll want them to know what you know. (Click to Tweet)
Knowledge is power. And, that power can only be gained if you understand it.
So get out there and help one person this week understand an economic or political principle.
……Well, what are you waiting for?