How do you get people to pay attention?

How do you get people to pay attention and to think that your message is relevant immediately?

I learned this from @donmilleris.

How do you get people to pay attention and to think that your message is relevant immediately when you need them to sit up and pay attention?

I learned this from Donald Miller’s book Building a Storybrand.

His main insight is that when you’re trying to engage people in your ideas, you need to be telling them a story, and the person that you’re talking to needs to be the hero of that story.

So you notice how I began this video: I didn’t say “Here’s how I do things.” I said “How do you do things?”

I framed it in terms of something you’re wanting to do.

And then I positioned myself as I a guide — like an Obi Wan to Luke Skywalker who can tell you, “I’ve done it before. This is how you do it.”

And so that’s my relationship to you, the listener.

That is how you establish relevance:

You position yourself not as the hero, but the guide. You position the listener as the hero of the story.

That goes for all branding. That goes for all audience-building.

That’s the secret.

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