Sometimes it’s hard to know why we don’t get the response we want from an email, presentation or proposal.

We often worry we didn’t make the information clear enough.

“It’s a very complex subject for them to grasp, after all,” we tell ourselves.

And yes, that’s sometimes the case.

But more often than not, we didn’t make it interesting enough for our audience to care.

Because, let’s face it, most business communication is duller than a ham sandwich without the ham.

As Orson Welles wrote:

‘I can think of nothing an audience won’t understand. The only problem is to interest them; once they are interested they understand anything in the world.’

So, try my A.I.D. approach to help you nail your next presentation or piece of writing:

Attention – say or do something to grab attention in the first few minutes/seconds

Interest – show your audience why they should care and how it will benefit them to keep listening/reading

Deliver – now that you have your audience eating out of the palm of your hand, you can deliver your information

Let me know how you get on!