Hands shoot up – higher and higher.

The people on the ends of the hands practically buzzing with suppressed enthusiasm 

Devote your time and energy to finding the few people you see, and show them you understand.

Teacher calls on them all, except for one child whose shy, tentative hand wasn’t seen. Again and again. She sags, defeated.

She folds in on herself, answering the questions in her head, disappearing into a different world.

In Kenya, there’s a Zulu greeting. It’s “sawubona”, meaning “I see you.”

And it means, “I hear you.”

And it means, “I understand you.”

“I see you, I hear you, I understand where you’re coming from and where you’re going. And I care.”

It’s a powerful greeting, especially for that little girl in the long-ago classroom, who wasn’t seen or heard or understood.

More than anything else, we want to be understood. More than being loved. More than power. More than anything.

We all want to be understood.

Good marketing demonstrates that; great marketing lives it.

Good marketing offers a variety of feelings for a seething mass of people to identify with; great marketing makes you feel as if someone is inside your head, mining your thoughts.

Good marketing speaks to people; great marketing speaks to me.

Don’t just join everyone else in trying to sell to as many people as possible. Instead, devote your time and energy to finding the few people you see, and show them you understand.

They’ll reward you for it.

In fact, they’ll love you for it.

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About the Author

Vicky Fraser

Please do share any articles from this site in part or in full — as long as you leave all links intact, give credit to the author, and include a link to this website and the following bio. Vicky is a gin-quaffing, pole-dancing, trapeze-swinging copywriter who writes about the perils and joys of writing, velociraptor training, and running a small business. She writes this stuff on her websites and She’s the author of one book (with two more in utero) and teaches small business owners how to write copy that sells, and how to be more fecking interesting. You can follow her on FacebookInstagramTwitterPinterest, and LinkedIn.


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