Whether its someone’s first engagement with your organization, or whether they’ve been interacting with you for years, every element of your communication will relate to them in a positive, negative or neutral way.
To communicate in a way that’s positive, memorable, and worthy of action means that you need to understand who you’re talking to, and center your approach around their worldview.
What do they care about? What do they worry about? What are they thinking about? What are they talking about?
Let these ideas drive the stories and images you use to make your case. While it may be easier to forward your own ideas about your organization, it’s infinitely more effective to connect with people where they are.