You can yell and even scream from stage, but if you truly want to change the minds of your audience, it’s going to start with your ability to ask amazing questions that force them to think, reflect, and challenge what they currently believe.
Tomorrow morning I’m going to give a content marketing workshop to about 20 entrepreneurs in the Fort Lauderdale area. Of these 20, the majority will strongly disagree(at first) with most of what I’m getting ready to teach them about a very “different” way of doing sales and marketing in the digital age, a fact that I’ve become very accustomed to while presenting so much on this subject over the past 3 years.
But here is the catch—by the time this workshop is over, I would expect 100% of the people in the room to make a simple statement that sounds like this:
“This makes total sense… and we should have been doing it a long time ago.”
At the risk of sounding rather braggadocios, over the last few years I’ve managed to build a very successful reputation of helping business owners, CEOs, and management teams “see the light” when it comes to this critical subject of content marketing buy-in. And even though I’ve written a lot about this subject here and here, today I want to shed light on an underlying principle of great communication and persuasion that has helped me tremendously on stage and in board rooms—one that YOU could apply in a multiplicity of settings, but certainly whenever you present to a group of 1, 100, or 1000. Here’s how it works:
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