Highlighting the expertise of staff members — “subject matter experts” — can be a great way to gain the attention of your target audience. To ensure that your organization receives maximum benefit from this approach, follow these steps.
More people in your audience will “get the message” when you treat the first portion of your communication as the only portion audience members are going to read, see, or hear.
If your communications are only, or even primarily, focused on meeting your needs, they likely aren’t meeting your needs because they aren’t winning the attention of your audience. If you want people to read what you write, write what they want to read.