Why people don’t care how much you know

I was recently at public meeting on environmentalism. In the plenary, the meeting got round to discussing how to convince the unconvinced. At that point, I heard something that has stuck with me ever since. Someone said, “people don’t care how much you know, until they know how much you care.” They heard that from a monk. You couldn’t make this stuff up.

But I really liked it. I liked it so much, I’ve adapted it. So, for businesses selling to consumers, I would say: ‘People don’t care how much you know, until they know how much you care about them’. My advice to charities and non-profit organisations is: ‘People don’t care how much you know, until they know how much you care about what they care about’.

Back to ten top tips for effective publicity