Every time we interrupt someone’s day with our message we are asking for permission. Permission to get inside their head and prove that we have something to offer them.
Too many times we fail to offer anything of value. And each time we fail, we don’t just get another free go. We lose some, if not all, of the influence we once had.
It could be that our target is too big (not targeted) or, more likely, the idea sucks.
When I watch a mediocre TV ad, I not only ignore it’s message, I actively detest the brand forever. “What a waste of time,” I think to myself.
Your audience does the same. Whenever we interrupt a colleague with useless news or complain about trivial frustrations we lose the permission to do it next time and the opportunity is lost.
Communication is not a right, it’s a privilege we can’t afford to waste.