For example, we work with many report authors who spend a year gathering data and compiling a myriad of facts into a two-hundred page document. Then they come to us to help prepare for “dissemination.” Typically they allot a half-day for learning how to deliver their message. With a few exceptions, they mostly consider their job done when the report is approved and finalized. Going on a world-wide media tour almost seems like an afterthought. We wonder how these brilliant people believe their work is going to make any difference if they don’t dedicate themselves to promoting and articulating their ideas on the world stage.

“We like to let the quality of our work speak for itself” they tell us. It’s not easy for many experts like these authors to accept our response: “Your work does not speak for itself. The world will only take notice if you are out there advocating for it.”

So, if you have an idea to share, instead of thinking of your target audience as a blank slate for you to write on, think of them as bees that must be drawn to your flower. You have to attract your potential audience so that they want to receive your idea. If you do this well, then like good pollinators, your audience will want to carry you ideas on to the minds of others.

We break down the steps to doing this effectively in our new book, The Master Communicator’s Handbook. If you click the link, it will take you to, where you can read the first chapter for free using the “Look inside” feature.