How do you get people to care?

publishedabout 2 months ago
3 min read

It’s a crucial question for leaders, whether they’re seeking to effectively enroll their team, their customers, or other stakeholders.

August 3, 2021 | Subscribe

In Trust weekly newsletter published by Spotlight Trust

THE newsletter helping leaders and organizations put trust at the center of their work so they can achieve more than they ever thought possible while better adapting to our fast-changing world.

📰 In this week's issue of In Trust, we are bringing you:

  • Do the heavy lift
  • How to get people to care
  • What to do when people couldn’t care less


Do the Heavy Lift

Outline of person lifting a barbell overhead with hearts on either end as loads

Do the hard work so that it’s easy for those you serve to trust in you and your offering, engage, and succeed.

Writing becomes easier to read because people put the hard work into writing and editing well.

A meeting becomes an easier experience for all participants to be present at, engage in, and contribute because facilitators put the hard work into designing and running a purposeful gathering worthy of attention, trust, and contribution.

An app becomes easier to use because the app developers put the hard work into understanding the app users and designing a great experience for them.

A complex topic becomes easier to learn because instructors put in the hard work to make it inviting, exciting, and just the right amount of challenging for learners.

A product or service becomes easier to buy because a company puts in the hard work to build a needed solution, earn customer trust, and streamline the buying process.

Don’t make those you serve do the heavy lift: that’s your job.

This Week's Trust-Centered Leadership Practice:

What is one area where you, your team, or organization are asking those you seek to serve to do a heavy lift? How might you take on that lift for them and make it easier for them to extend their trust and engage with you?

Pssst...We’d love to know how your practice is going and what you’re noticing along the way: simply tag us on social media or use hashtag #TrustCenteredLeadership to keep us posted.


How To Get People To Care with Margo Aaron

“Here's the first thing that people misunderstand: you can't actually make people care about stuff they don't care about. It's impossible. It's not possible. What you can do is connect what you care about to what they already care about. And that's the skill of marketing. It’s being able to bridge that gap.” —Margo Aaron
How To Get People To Care with Margo Aaron

It’s really really hard to get people to do things in their own best interest, so how do you get people to care?

This is a question Margo Aaron has been investigating and working to answer for years.

A psychological researcher turned marketer, writer, speaker, and teacher, Margo has helped thousands of students learn to sell honestly, market ethically, and use words to inspire action. She’s the co-host of the popular YouTube show Hillary and Margo Yell at Websites (#HAMYAW), and her website That Seems Important was named one of the top 100 websites for solopreneurs. She’s also the teacher of The Copy Workshop, the newest offering from Akimbo that launches this fall.

In this episode of In Trust, we sat down with Margo and explored how you turn information no one cares about into something people care about.

If you’ve ever been in the role of trying to get someone to give a hoot about something, you’ll want to give this episode a listen.


What To Do When People Couldn't Care Less

Care Bear Stare

It’s hard to get people to embrace change if they don’t care. And even when they do care, there are barriers that prevent them from getting involved.

So what’s a Trust-Centered Leader to do? Unfortunately, blasting out a Care Bear Stare won’t make people care (though they may do a double-take), but here are some resources to help you enroll people in caring and remove barriers that get in the way of taking action:

📓 Awareness, trust and action|In one of his daily blogs, entrepreneur, author, marketer, and teacher Seth Godin unpacks the three ingredients of marketing outreach and where marketers need to focus to make a difference.

🥼 The Science of What Makes People Care|In this article in the Stanford Social Innovation Review, researchers Ann Christiano and Annie Neimand, delve into the science behind what makes people care and offer five principles for building and assessing your communication strategy and designing efforts more likely to result in belief and behavior change.

🍿 The antidote to apathy|Why don’t we get more involved in issues that are close to us? In this short TEDxToronto talk, Dave Meslin identifies 7 barriers that keep us from taking part in our communities, even when we truly care. His insights also apply to organizations.


The Future Is Trust: Embracing the Era of Trust-Centered Leadership

Consider getting a copy of our Amazon bestseller and #1 hot new release The Future Is Trust: Embracing the Era of Trust-Centered Leadership. It’s a practical and actionable guidebook for understanding and building real trust with others and within ourselves.

Quote To Ponder

“Earn trust, earn trust, earn trust. Then you can worry about the rest.” —Seth Godin


Here is last week’s newsletter. The theme: Results 🔗 accountability.


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This newsletter was crafted with care by:

Rick Kitagawa (he/him) + Lisa Lambert (she/her)
Co-Founders and Co-CEOs, Spotlight Trust

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