Consider the context


Every time you send an email, talk to someone, conduct a presentation, or otherwise seek to persuade someone to do something, you can’t deliver your message and expect everyone who hears or reads it to hear the same message.  

Because they won’t. 

It depends on the context. Your reader or listener’s prior experience, their needs and wants, their perception of you, and other factors make a difference. 

Especially the actual words you say and when you say them. 

The latter is based on a phenomenon known as “the framing effect” which says that people’s perceptions and decisions are influenced by how and when the information is presented to them. 

A product may be more appealing, for example, if the price is framed as a discount rather than the regular price. Your client may see an offer to settle his claim as more acceptable if it is made after a series of lower offers. 

Consider the context in which the other person will receive your message. And modify your message to suit that context. 

Some people won’t decide without hearing more information. Others might be overwhelmed and shut down if you give them more. 

How do you know what to do? 

You have to know your client (prospect, opposition, etc.) Which is why it is better to target niche markets. 

And you need to pay attention. Because the other person’s response to your message will often tell you everything you need to know.