CHAPTER 6

Open Up and Listen

Don't interrupt me!

How many times did you hear that as a kid? (I certainly did.) As adults we think it every time we get cut off by someone else at the end of a sentence before we have a chance finish our thought. To be a good conversationalist, you have to be a good listener. Yes, your brand has something to say, but if you're inwardly focused on the sale, and not outwardly focused on the information needs of the customer, you're not helping them.

How do you know what to write about each time you set out to write a blog, shoot a video, or record a podcast? To start, take a step back. Your audience is already engaged in a conversation with others. Of course, you have subject matter expertise that will guide your ...

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