|CHAPTER 2|
The Fast-Focus Method™
“I try to leave out the parts that readers tend to skip.”
Be the Audience: Answer Their Three Questions
Most messages, spoken or written, are designed from the speaker’s point of view. That’s upside down. Imagine you’re the audience. What would capture your attention?
Sometimes, I ask audiences what they’re really thinking about. They say:
I’m thinking about my To Do list, and all the things I’m not doing, because I’m sitting here, half-listening to you.
Gluten. Why is everyone so obsessed with gluten-free food? Is gluten poisonous? I just ate a muffin. Did it have gluten? Am I going to die?
In one word: me.
The point is, your audience is probably not thinking about ...
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