You Can Change the People That Matter

• What does she already believe?
• What is she afraid of?
• What does she think she wants?
• What does she really want?
• What stories have resonated with her in the past?
• Who does she follow and look up to?
• What channel has her permission? Where do messages that resonate with her come from? Who does she trust, and who does she pay attention to?
• What is the source of her urgency — why will she change now rather than later?
• After she has changed, what will she tell her friends and family?”

Here are some low-cost, high-return ways to get to know your people, so you can motivate them to change, give, volunteer and take more actions to move your issue or cause forward:

1. Create personas.