The Unmistakable Creative Podcast Tamsen Webster | Say What they Can't Unhear
Oct 28, 2024
Tamsen Webster, an expert in messaging and author of "Say What They Can't Unhear," discusses the art of impactful communication. She dives into aligning messages with audience needs and the transformative power of storytelling for self-expression. Tamsen explores how theater fosters community and self-discovery, while sharing strategies for navigating information overload. She emphasizes understanding audience mindsets to drive meaningful change and provides practical insights for crafting unique narratives, all centered around effective communication.
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Anchor Change To What People Already Want
- People resist change because it threatens things they value, so effective messaging must connect the change to what people already want.
- Tamsen Webster advises anchoring a change to a question the audience is actively trying to answer so it feels urgent and relevant.
How The Book Came Together Over Thanksgiving
- Tamsen wrote the book after watching Phil Jones present and realizing complementary principles could create durable change.
- She drafted 18 ideas, pared them down to nine principles, then wrote the rest during Thanksgiving 2023 in a week.
Speak The Audience's Question Not Your Jargon
- Do research the language your audience uses and frame your offer as the answer to the specific question they ask now, not the abstract 'real problem'.
- Tamsen recommends keyword research and phrasing the change as 'buy-in' when relevant.