Road Tested: Putting Your Audience Behind the Wheel

As communicators, we can learn a lot from car dealers. Today’s lesson: when you walk onto the lot, the salesman doesn’t talk about his commission or the bonus he stands to earn if he sells you the car you are considering. Instead, he points to what matters to you: the high safety rating, the low interest rate, the immediate cash back, or maybe the admiring looks you’re sure to get as you drive through town.