Speak the language of your audience

I was reading through an old post on Strive Notes about a company called Camrose Media. What struck me was the brilliance of their approach. They produce a set of revision books designed for students sitting for their A levels. The study guides are on DVD to provide a complete audio-visual experience. The brilliant idea is that rather than provide the information in a dry format, they use music and graphics to make the DVDs looks like a cross between MySpace and MTV.

The trick to make things relevant to your audience is to speak their language. This immediately improves your credibility and makes your audience more receptive to the message you are trying to impart. This is a lesson that every business should learn.

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