They are out there waiting to be heard.

Waiting for you to listen.  They customers, prospects, friends, and people in pain.

They are people like you.  People who don’t know you.  People all around you.

People waiting to be heard.

The secret to great marketing isn’t irony, wit, sarcasm, or charm — although those help.  The secret to effective marketing is to give an audience to those waiting to be heard.

To listen. To feel what they feel. To embrace the pain and frustration that you hear from that other person.  That’s how you generate content and messages that move people in their soul.

For too long we’ve measured marketing by what other people do for us. By how much they “like” us. Or share us. The number of people on an email list. Or subscribed to our “coupon club”.

We measure the strength of our community by how easy it is to have them do what we want them to do.

And that’s not completely wrong.

Your goal as a marketer is to drive results. To get things done. To turn ideas and messages into more revenue and wider adoption.

But if that is all you attempt, you are missing out on delivering amazing results.  You are missing out an awareness of what your community wants.

Not more surveys or polls or third party question-and-answer emails. Not more going through the motions. Not doing what you hear you should be doing. But listening to those who are waiting to be heard.

That changes everything.

What you’ll hear is transformational.

You’ll empower new ideas and messages that have long been stale and boring.  You’ll create a connection with your community that can’t be severed by competitor’s lower prices or one time witty advertising campaigns.

They are waiting to be heard.  And you want better results.

Start caring more. Listening more.