Communications is Connection
There’s a common misconception when people discuss communication and marketing.
Communication, or marketing, is not about making a sale. It’s not about convincing someone to take action. (But that’s what we often think when we discuss marketing.)
No, communication is about connection.
Marketing is about knowing the person you’re communicating with to help you connect with them. Communication is about cultivating authentic relationships.
Eventually, you may ask your audience to do something. Who’s more likely to act: the person being “sold” or the one you already have a relationship with?