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1. Words Matter > The Audience Has Its Own Ideas
The Audience Has Its Own Ideas
From Warfighting
It is critical to keep in mind that the audience is not an
inanimate object to be acted upon but a collection of living,
breathing human beings with their own goals, concerns,
needs, priorities, attention spans, and levels of desire
even to be in a relationship with us.
An audience is a living, breathing entity. It is a collection of human beings. Collectively, an audience tends to care about certain things in certain ways, and tends not to think at all about the concerns of those trying to influence it. And at any given time any member of any audience can be distracted, inattentive, unconcerned with others’ concerns, and focused only on his or her immediate interests.
