Hello? Is anybody out there? If you’re having trouble connecting with your prospects and customers, it may be time to take a critical look at your content. The goal of a message is not about what is being said – but about what is heard. Say all you want – scream in ALL CAPS on a digital video board for all we care – but if you’re not speaking the language of your market, your money is wasted. The way to accomplish understanding is to know how your consumers think and access information. Use that knowledge to shape your message in a way that is easiest for them to comprehend. For example – Communicate like they do – How do they talk and what do they care about? What topics and interests hit home to them? Place your message in the midst of their interests. Present your message in ways they like to access it and use language that is relevant and relatable. Be a storyteller – People relate to other people. Don’t be boring. People love to get involved with things that are presented well. Gaining consumers interests is key to them accepting your message. Ask them questions – Listening is better than guessing – so ask question and put your consumers in the driving seat. Allow them to feel like a part of the brand as you build your message around your findings; it should align with their values. Today’s consumers are smart, connected and want to be in-charge. They are willing to participate in your message and are looking for all the information out there before they decide to engage with you. It is important to provide a simple, relatable message that they can easily understand and agree with.