Written by: Vickie Sullivan | January 14, 2020
Why the Messenger Matters
In a perfect world, the best ideas win. Alas, we thought leaders know better. How people feel about the messenger drives their reaction to concepts and recommendations. Don’t believe me? Just look at the current political discussions raging on social media these days.
As the 2020 U.S. election ramps up, I’ve noticed the lens folks use to interpret the latest developments. What’s hot now: people decide if they agree with behavior or opinion based on who’s doing/giving it. I call this the “who” filter.
This dynamic is not limited to politics. Buyers use this lens all the time. The big tip-off that tell us the “who” filter is being used at full force lies in the initial reaction. The two “tells” to watch for:
• The speed. Swift rejection or acceptance is a sign of a very strong filter. The tip-off that it’s the messenger lens: how someone determines the “truth.” If your background or associations are in the equation, then the “who” filter is being used. Your message is taking a back seat.
• The stickiness. The buyer’s response to your reasoning is another tip off. If you present factual, non-biased evidence and nothing changes, it’s not the information you provide. It’s you.
Listen: Take Full Advantage of the “Who” Filter
Yes, this bias has been around forever – hence the old saying “consider the source” – but the times in which we live have made the “who” filter more prominent. That’s why we need to make sure our personal brand is as strong as our ideas. In crazy competitive markets, the messenger matters.
Now Read This:
- Let’s Get Personal: Why You Should Share Stories About Yourself
- Outsmart your competition. Attract more opportunities