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Want Marketing That Resonates? Address The Elephant in the Room

Comedians use it all the time.

Anthony Robert
Better Marketing

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Photo by Volodymyr Hryshchenko on Unsplash

Picture this:

It’s 6:30 PM, and you’re hours into a wedding. The reception is over, the drinks are flowing, and Cupid’s letting his arrows fly.

But at this wedding, you’re not just some Joe Schmo at table 26 getting by on deep drinks and shallow chit-chat. You’re at the big table getting ready to give your best man speech. No pressure. But right before you grab the mic, a 4-year-old toddler decides to turn the dance floor into his own personal playpen.

What started off as cute and amusing has now become distracting. Not just any distracting, the “can-someone-please-grab their-kid?” type. He’s having a tantrum on the dance floor, his parents aren’t in sight, and everyone is noticing.

But the show must go on.

So you grab the mic, gaze out to the sea of people, and attempt to power through your speech. It doesn’t quite land. And it’s because you forgot to do the one thing, great communicators do.

Address the elephant in the room.

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Addressing the elephant in the room is a communication tactic all great communicators use. It’s about acknowledging what’s…

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