Shhhh. The Lost Art of Shutting Up and Listening
Yes, the absolutely revolutionary sales and marketing technique of listening. Yes, it still works (and always will).
Alright, content marketers, gather ‘round. We need to talk about a revolutionary concept: listening. [This post at least partially inspired by the fact that I need to do this, hopefully it’s helpful to you too.]
I know, I know. Mind-blowing stuff, right? But hear me out (see what I did there?).
In the world of marketing, even content marketing, we’re often so busy yapping about ourselves that we forget the most important part of communication: listening to the other person.
Here’s a crazy idea: What if, instead of assuming we know what our audience wants, we actually… asked them? What if we paid attention to their feedback, their comments, their data? What if we treated our audience like actual human beings instead of walking wallets?
I’ve been editing and writing for over two decades now, and I can tell you this: The most successful content strategies aren’t built on guesswork. They’re built on listening. Really listening. I know this for a fact because I used reader feedback to inform my editorial coverage for over a decade — giving people what they want is kinda a good idea.
When you take the time to understand your audience’s challenges, their goals, their midnight panic attacks, you can create content that actually matters to them. Content that makes them go, “Holy crap, it’s like you’re inside my head!”
But here’s the kicker: Listening isn’t just about hearing words. It’s about reading between the lines, picking up on tone, and understanding context. It’s about empathy, folks. And let’s face it, in the world of marketing, empathy can be as rare as a unicorn riding a rainbow.
Think about it: How many times have you seen a brand completely misread the room? How many tone-deaf campaigns have you cringed at? That’s what happens when you’re so busy talking that you forget to listen.
So, here’s my challenge to you: Before you write your next blog post or shoot your next video, shut up for a minute. Listen to your audience. Read their comments. Look at your data. Hell, maybe even — gasp — talk to a customer or two.
And I’m not talking about some half-assed survey or a quick glance at your analytics. I mean really dive in. What are they saying when they think you’re not listening? What frustrations are they venting about on social media? What questions are they asking your support team?
The better you understand your audience, the better you can serve them. And at the end of the day, isn’t that what this is all about?
Remember, folks: Two ears, one mouth. Use them in that proportion
And for fuck’s sake, stop trying to sell all the time. Sometimes, just listening is enough to make your audience feel valued. And an audience that feels valued? That’s worth its weight in gold.
So, are you ready to shut up and listen? Your audience is waiting. And trust me, they’ve got a lot to say.
Struggling with the blank page or drowning in mediocre content? I’m your go-to guy for all things wordy. From my Newsletter-in-a-Box to content strategy, writing, and editing, I’ve got you covered. Whether you need a quick polish or a full-blown content overhaul, let’s find “the write words” together. Hit me up (bryant@simplyusefulmarketing.co), and let’s make your content shine.