CHAPTER 5

Be Relevant (on a Molecular Level)

In the same way that each individual's DNA is unique, so is each member of your audience, and subsequently each and every one of your customers. As the discussion for being relevant begins, you will learn from basic examples the techniques you need to think of each person as an entire audience—in and of themselves.

In the previous chapter, you learned the importance of stepping back and listening intently to your audience. Here, you will learn how to put that advice into action. Listening is all about looking before you leap, and being relevant is making sure you're talking about the topics that interest your audience by addressing their pain points. Being relevant means speaking to their pain points ...

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