Archive for leadership

Impossible is Just a Word

Posted in Self Help with tags , , , , on February 8, 2008 by Paul Conant

Everyone, at some point of his or her life, has dreamed of being somebody special, somebody big. Who hasn’t fantasized about being the one who hits the game-winning homer? Who hasn’t dreamed of being the homecoming queen? And how many times have we dreamed of being rich, or successful, or happy with our relationships?

Often, we dream big dreams and have great aspirations. Unfortunately, our dreams remain just that – dreams. And our aspirations easily collect dust in our attic.

This is a sad turn of events in our life. Instead of experiencing exciting adventures in self actualization, we get caught up in the humdrum of living from day-to-day just barely existing.

But you know what? Life could be so much better, if only we learned to aim higher.

The most common problem to setting goals is the word impossible. Most people get hung up thinking I can’t do this. It’s too hard. It’s too impossible. No one can do this.

However, if everyone thought that, there would be no inventions, no innovations, and no breakthroughs in human accomplishment.

Remember that scientists were baffled when they took a look at the humble bumblebee. Theoretically, they said, it was impossible for the bumblebee to fly. Unfortunately for the bumble, bee no one has told it so. So fly it does.

On the other hand, some people suffer from dreaming totally outrageous dreams and not acting on them. The result? Broken dreams, and tattered aspirations.

If you limit yourself with self-doubt, and self-limiting assumptions, you will never be able to break past what you deem impossible. If you reach too far out into the sky without working towards your goal, you will find yourself clinging on to the impossible dream.

Try this exercise. Take a piece of paper and write down some goals in your life. Under one header, list down things ‘you know you can do’. Under another header, write the things ‘you might be able to do.’ And under one more, list the things that that are ‘impossible for you to do.’

Now look at all the headers strive every day to accomplish the goals that are under things ‘you know you can do’. Check them when you are able to accomplish them. As you slowly are able to check all of your goals under that heading, try accomplishing the goals under the other header-the one that reads ‘you might be able to do.’

As of the items you wrote under things I could do are accomplished, you can move the goals that are under things that are ‘impossible for you to do’ to the list of things ‘you might be able to do.’

As you iterate through this process, you will find out that the goals you thought were impossible become easier to accomplish. And the impossible begin to seem possible after all.

You see, the technique here is not to limit your imagination. It is to aim high, and start working towards that goal little by little. However, it also is unwise to set a goal that is truly unrealistic.

Those who just dream towards a goal without working hard end up disappointed and disillusioned.

On the other hand, if you told someone a hundred years ago that it was possible for man to be on the moon, they would laugh at you. If you had told them that you could send mail from here to the other side of the world in a few seconds, they would say you were out of your mind. But, through sheer desire and perseverance, these impossible dreams are now realities.

Thomas Edison once said that genius is 1% inspiration and 99% perspiration. Nothing could be truer. For one to accomplish his or her dreams, there has to be had work and discipline. But take note that that 1% has to be a think-big dream, and not some easily accomplished one.

Ask any at the gym and he or she will tell you that there can be no gains unless you are put out of your comfort zone. Remember the saying, “No pain, no gain”? That is as true as it can be.

So dream on, friend! Don’t get caught up with your perceived limitations. Think big and work hard to attain those dreams. As you step up the ladder of progress, you will just about find out that the impossible has just become a little bit more possible.

Unlock Your Self Improvement Power

Posted in Self Help with tags , , , , on January 31, 2008 by Paul Conant

When we look at a certain object, a painting for example – we won’t be able to appreciate what’s in it, what is painted and what else goes with it if the painting is just an inch away from our face. But if we try to take it a little further, we’ll have a clearer vision of the whole art work.

We reach a point in our life when we are ready for change and a whole bunch of information that will help us unlock our self improvement power. Until then, something can be staring us right under our nose but we don’t see it. The only time we think of unlocking our self improvement power is when everything got worst. Take the frog principle for example –

Try placing Frog A in a pot of boiling water. What happens? He twerps! He jumps off! Why? Because he is not able to tolerate sudden change in his environment – the water’s temperature. Then try Frog B: place him in a luke warm water, then turn the gas stove on. Wait til the water reaches a certain boiling point. Frog B then thinks “Ooh… it’s a bit warm in here”.

People are like Frog B in general. Today, Anna thinks Carl hates her. Tomorrow, Patrick walks up to her and told her he hates her. Anna stays the same and doesn’t mind her what her friends says. The next day, she learned that Kim and John also abhors her. Anna doesn’t realize at once the importance and the need for self improvement until the entire community hates her.

We learn our lessons when we experience pain. We finally see the warning signs and signals when things get rough and tough. When do we realize that we need to change diets? When none of our jeans and shirts would fit us. When do we stop eating candies and chocolates? When all of our teeth has fallen off. When do we realize that we need to stop smoking? When our lungs have gone bad. When do we pray and ask for help? When we realize that we’re gonna die tomorrow.

The only time most of us ever learn about unlocking our self improvement power is when the whole world is crashing and falling apart. We think and feel this way because it is not easy to change. But change becomes more painful when we ignore it.

Change will happen, like it or hate it. At one point or another, we are all going to experience different turning points in our life – and we are all going to eventually unlock our self improvement power not because the world says so, not because our friends are nagging us, but because we realized its for our own good.


Happy people don’t just accept change, they embrace it. Now, you don’t have to feel a tremendous heat before realizing the need for self improvement. Unlocking your self improvement power means unlocking yourself up in the cage of thought that “its just the way I am”. It is such a poor excuse for people who fear and resist change. Most of us program our minds like computers.

Jen repeatedly tells everyone that she doesn’t have the guts to be around groups of people. She heard her mom, her dad, her sister, her teacher tell the same things about her to other people. Over the years, that is what Jen believes. She believes its her story. And what happens? Every time a great crowd would troop over their house, in school, and in the community – she tends to step back, shy away and lock herself up in a room. Jen didn’t only believed in her story, she lived it.

Jen has to realize that she is not what she is in her story. Instead of having her story post around her face for everyone to remember, she has to have the spirit and show people “I am an important person and I should be treated accordingly!”

Self improvement may not be everybody’s favorite word, but if we look at things in a different point of view, we might have greater chances of enjoying the whole process instead of counting the days until we are fully improved. Three sessions in a week at the gym would result to a healthier life, reading books instead of watching TV will shape up a more profound knowledge, going out with friends and peers will help you take a step back from work and unwind. And just when you are enjoying the whole process of unlocking your self improvement power, you’ll realize that you’re beginning to take things light and become happy.

Creating Effective and Efficient Relationships

Posted in Self Help with tags , , , on January 19, 2008 by Paul Conant

Relationships of all kinds are often perceived as very delicate things, that require extra effort to maintain. However, a relationship can also be something that can provide security and can also be long lasting despite many trials.

Building an effective and lasting relationships is a necessity for several reasons. For example in a group or organization, the well being of the people depends on how efficient and effective that group or organization works.

The group or organization is also dependent on how the members work well with the management.

An ineffective group or organization can really be very frustrating. An effective group or organization can also ask so much on their members, that sometimes the members would be having no life outside the walls of the area where they work or sacrifice the other aspects of their life just to meet deadlines. For an organization or group with this kind of scenario, relationships can be stressed or suffer from breakdown.

People or other entities who depend on these groups or organization also suffer.

Society is defined as a web of relationships, which requires all parties to work and contribute their share in order to achieve a common goal. Having a relationship that is good, where cooperation and respect are manifested, can make society work better. In this way each member works for the good of the whole and towards achieving a common goal. This can only be attained with effective and efficient relationships.

Understanding the other parties’ feeling and position creates an effective and efficient relationship. The easiest method to understand what is important to another party is to ask them what they want and listen to what they have to say. When the other party realizes this, they would feel the importance given to them

Effective and efficient relationships require parties to openly express their feelings and positions on all matters pertinent on the relationship. Assuming that the other party understands our needs and give us when we need it without asking for it is not a good practice.

Respect is the key to relationship. In order to create a more effective relationship, parties should treat each other with respect. We can show respect just by listening to the other party and by trying sincerely to understand how they function. You can also show respect to other parties by confirming that they are doing everything they can.

The opposite of respect is quick forming of judgements based on unfounded facts and prejudice.

Respect is the very foundation for a great relationship. This also means respecting yourself and respecting others.

Another key area in forming an effective relationship is to tackle differences of the other party directly. Differences between parties or people are quite interesting. For example in a conversation where each party listens to the other party, you may observe that each is having two different perspectives.

Work towards a win-win solution for both parties.

This can be done when at least one party acknowledges that the relationship is important. That party would then exert more time, effort and energy to understand the other party’s needs and deal with it to get it out of the way. Should they fail, it is comforting for that party to know that they tried.

Effectively listening and no pre-judging. This is important if parties are to understand each other.

Informal discussions are conducive for parties. They bring out issues and concerns comfortably. They also feel more relaxed making them think more clearly.

Developing an atmosphere where the other party can express their feelings when they need to.

When parties fail to express whatever is on their mind or their feelings, it can get in the way of building an effective relationship.

Parties should be aware that certain things exist naturally but should be controlled in any dealings in any relationship. Human nature is one. Some of these things found in a relationship also include a history of stereotyping or mistrust, blaming the other person or party for a strained relationship, excluding the other party’s feelings when focusing on a task, no clear and defined objectives, roles and expectations of each party in a relationship is also unclear.

Relationships are important to anyone, addressing issues and problems right away is a must to further improve the relationship. As they say ‘No man is an Island’.

How To Get Your Subscribers Begging For More

Posted in Internet with tags , , , , , on January 16, 2008 by Paul Conant

Just as an experiment, a friend of mine subscribe to ten different opt-in e-mail marketing lists to see which ones are effective. Many websites and online businesses have resorted to sending promotional materials to people who have subscribed to them in an effort to boost their sales or traffic. Opt-in email marketing sends newsletters, catalogs updates and many more promotional materials to website visitors who have agreed to be updated whether monthly, weekly or semiannually.

Through e-mail, an internet user that is on the list will receive their updates through email. If a promotional material piques their interest they will go to the site to learn more or to purchase outright. For the website operators or owners, this is a chance to remind their list of their existence and parlor their wares. With the numerous sites in the internet that offers the same products or services in one way or the other, the competition can get pretty tight and it is easy to be forgotten.

Back to my experimenting friend, he tried to find out which opt-in marketing strategies grabbed a person into begging for more. Some would send in very simple fashion, some would very outlandish while there are some that would just lie in between. The differences could easily be noticed and some have gotten the idea of an effective opt-in marketing strategy. He dubbed them effective because he felt like he just couldn’t wait to go their site and learn more, the more persuasive ones even got him halfway to reaching for his wallet and to his credit card before he realized this was only for an experiment.

Many companies and site present their promotional materials in a wide variety of concepts. Each has their own distinctive style and designs, but more than the outline and the presentation, the content and the articles are what keeps the attention of your potential customer locked on to your opt-in marketing medium. Creativity is the key here.

From talking to many satisfied opt-in list subscribers and forums, I have learned of what is essential in opt-in marketing and what makes the subscribers begging for more instead of lining up to unsubscribe.

Keep your promotional materials light, creative and original. Many people are stressed out as it is. Getting a stuffy business proposal rather than a light hearted e-mail may just agitate them more. A warm friendly smile or banter is always more welcome than a serious business meeting or proposal. While you do want your customers to take you and your products and services seriously, you also want to show them that you know how to have fun.

Splash some color in your emails as well as provide some photos and articles that can be related to you but show good news or good light hearted images as well. Provide a newsletter or promotional materials that will keep them in a light mood. Make your materials eye catching and grabbing that they wont be able to take their eyes of them. Pique their interests.

Have good content and article, even if it means investing in an experienced and professional copy writer to write them for you. An effective copy writer should be able to build trust between you and your customers. They should be able to establish your credibility in what they write. It must be informative but not too stuffy. Let go of the professional jargons and “talk“to your recipients.

A good article and content should be able to outline the benefits of your product and services and why they need what you are offering. But do not look to be overeager and too persuasive. It should be able to entertain as well as lead them to buying from you.

Your promotional materials should be clear. Don’t leave people guessing. You should lead them to you and not vice versa. Explain to them what they need to do in a manner that won’t be confusing. Try to anticipate also what your target client needs. Do your research and information gathering, many sites will be able to help you with that.

Provide clear and crisp images of what you are offering. If the people know what you have for them, they are more likely to beg for more. For example, if you are selling a car, provide them photos but only enough to encourage them to go to your site for more.

Looking at the Entire Picture to Improve your Personal Life

Posted in Self Help with tags , , , , , , , , , , , , , , , , , , , , , on January 12, 2008 by Paul Conant

To improve your personal life you have to consider the whole pie. You have to review your liability, behaviors, actions, emotional responses, and overall standard of living. Once you review the details, you will find it easier to move ahead and make the necessary changes. To get started begin with a checklist.

How are your behaviors?
What are your behaviors? Do you engage in activities that lead toward negative consequences? Do you drink heavily? Do you drug? Do you smoke? Do you associate with the wrong crowd?

Once you write down your behaviors that pull down consider the details. If you engage in activities that lead toward negative consequences, likely you are not looking at the whole pie. Rather you may act before you speak or do something. What you need to do is to consider consequences before you speak or act. If you drink heavily, perhaps you have an alcohol problem. There is nothing wrong with admitting you have a problem. You will need to seek help. There is nothing wrong with seeking help. If you have a drug problem, you will need to apply the same rules mentioned when handling alcoholism. If you smoke, you want to consider ways to stop. You will need willpower and the goal to quite. If you associate with the wrong crowd, you will need to evaluate your situation. What do these people bring to your table? Do they give or take from you?

How do you handle problems?
Every day there is some kind of a problem that has to be thought out and decided what to do about the issue. What are some things that you can go to help? You should always think out the problem before you make a decision on the issue. You will make healthier decisions by looking at the entire picture. If the problem is too big for you to handle alone, ask for help. Talk with friends, family, or experts.

How about paying bills:
DO you pay bills on time? Paying bills is a major problem that leads to many hassles. If you pay your bills on time however, you can reduce some of these hassles. Failing to pay bills only builds stress. You will need to set a budget that works within your means to pay your bills on time. Maybe you can get a better paying job, so you make more money.
There might be some times that you are late but you should try to keep up as best as you can this will help take off some stress.

Do you visit your doctor regularly?
Keeping your doctor visits and exercising will help relieve stress. Visiting your doctor regularly will help you keep an eye on your health. Healthy people live a productive life.

What actions do you take to improve your life?
As long as you think things out before you make a decision you will work to improve your personal life. You will also need to take steps to reduce stress, by avoiding harmful actions, such as smoking, drugs, or alcoholism. You can benefit by paying bills on time, visiting your doctor, exercise the mind and body daily and so on.

If you have problems quitting on your own, remember help is available. You have many options, including inpatient services, outpatient services, group support, one-on-one services and more. To learn more about these services go online. You will also find help at local government agencies in your area.

To improve your life you can also volunteer to help someone. You can wrap a gift this year for a homeless or deprived child. Many things you can do to improve your personal life.

Leadership Exposed: Things You Thought You Knew About Leadership

Posted in Self Help with tags , , on January 9, 2008 by Paul Conant

Much has been written about leadership: rules, pointers, styles, and biographies of inspiring leaders throughout world history. But there are certain leadership ideas that we ourselves fail to recognize and realize in the course of reading books. Here is a short list of things you thought you knew about leadership.

1. Leaders come in different flavors.

There are different types of leaders and you will probably encounter more than one type in your lifetime. Formal leaders are those we elect into positions or offices such as the senators, congressmen, and presidents of the local clubs. Informal leaders or those we look up to by virtue of their wisdom and experience such as in the case of the elders of a tribe, or our grandparents; or by virtue of their expertise and contribution on a given field such as Albert Einstein in the field of Theoretical Physics and Leonardo da Vinci in the field of the Arts. Both formal and informal leaders practice a combination of leadership styles.
· Lewin’s three basic leadership styles – authoritative, participative, and delegative
· Likert’s four leadership styles – exploitive authoritative, benevolent authoritative, consultative, and participative
· Goleman’s six emotional leadership styles – visionary, coaching, affiliative, democratic, pacesetting, and commanding.

2. Leadership is a process of becoming.

Although certain people seem to be born with innate leadership qualities, without the right environment and exposure, they may fail to develop their full potential. So like learning how to ride a bicycle, you can also learn how to become a leader and hone your leadership abilities. Knowledge on leadership theories and skills may be formally gained by enrolling in leadership seminars, workshops, and conferences. Daily interactions with people provide the opportunity to observe and practice leadership theories. Together, formal and informal learning will help you gain leadership attitudes, gain leadership insights, and thus furthering the cycle of learning. You do not become a leader in one day and just stop. Life-long learning is important in becoming a good leader for each day brings new experiences that put your knowledge, skills, and attitude to a test.

3. Leadership starts with you.

The best way to develop leadership qualities is to apply it to your own life. As an adage goes “action speaks louder than words.” Leaders are always in the limelight. Keep in mind that your credibility as a leader depends much on your actions: your interaction with your family, friends, and co-workers; your way of managing your personal and organizational responsibilities; and even the way you talk with the newspaper vendor across the street. Repeated actions become habits. Habits in turn form a person’s character. Steven Covey’s book entitled 7 Habits of Highly Effective People provides good insights on how you can achieve personal leadership.

4. Leadership is shared.

Leadership is not the sole responsibility of one person, but rather a shared responsibility among members of an emerging team. A leader belongs to a group. Each member has responsibilities to fulfill. Formal leadership positions are merely added responsibilities aside from their responsibilities as members of the team. Effective leadership requires members to do their share of work. Starting as a mere group of individuals, members and leaders work towards the formation of an effective team. In this light, social interaction plays a major role in leadership. To learn how to work together requires a great deal of trust between and among leaders and members of an emerging team. Trust is built upon actions and not merely on words. When mutual respect exists, trust is fostered and confidence is built.

5. Leadership styles depend on the situation.

How come dictatorship works for Singapore but not in the United States of America? Aside from culture, beliefs, value system, and form of government, the current situation of a nation also affects the leadership styles used by its formal leaders. There is no rule that only one style can be used. Most of the time, leaders employ a combination of leadership styles depending on the situation. In emergency situations such as periods of war and calamity, decision-making is a matter of life and death. Thus, a nation’s leader cannot afford to consult with all departments to arrive at crucial decisions. The case is of course different in times of peace and order—different sectors and other branches of government can freely interact and participate in governance. Another case in point is in leading organizations. When the staffs are highly motivated and competent, a combination of high delegative and moderate participative styles of leadership is most appropriate. But if the staffs have low competence and low commitment, a combination of high coaching, high supporting, and high directing behavior from organizational leaders is required.

Now that you are reminded of these things, keep in mind that there are always ideas that we think we already know; concepts we take for granted, but are actually the most useful insights on leadership.

Ways To Improve Sales Through Your Website

Posted in Internet with tags , , , , , , , , , , , , , , , , , , , , , on December 31, 2007 by Paul Conant

Anyone who has been marketing online knows that the lifeblood of a business is the traffic of a site. More visitors equal more sales. However, here are some ways that you can tweak your sites with to improve sales without the need to get more visitors.

The first method is to weave in your personal touch in your sales message. Nobody wants to be sold to by a total stranger, but many people will buy what their close friends recommend to them. If you can convince your audience that you are a personal friend who has their best interest at heart, they will be convinced to buy your products. Remember to speak to an individual in your sales letter, not to your whole audience.

The second method is to publish testimonials and comments from your customers. A good idea would be to publish both good and bad comments; that way prospects will be really convinced that these testimonials are real. When prospects see testimonials on your website, they will have the confidence to buy from you because human beings follow the herd mentality; when others have bought and proven it authentic, they will jump on the bandwagon and buy too.

Use visual representations for the problems and solutions that your product offers. Not everyone will read your text copy from the head to the tail, but most people will pay attention to images on your website.

Offer quality bonuses to accompany the product. When you offer bonuses that complement your product, your prospects will feel it’s a very good deal and it would be stupid to miss it. Be sure to state the monetary value of your bonuses so that people will be even more compelled to grab your good bargain.

Lastly, ask for the sale! Many people entice their prospects with the benefits of their product, sell to them with stories of how it has solved many problems, even offered killer bonuses but forget to ask for the sale. Give a clear instruction on how to buy your product (e.g. “click the button to buy now!”).

5 Important Rules in Website Design

Posted in Internet with tags , , , , , , , , , , , , , , , , , , , , , on December 15, 2007 by Paul Conant

When it comes to your website, extra attention should be paid to every minute detail to make sure it performs optimally to serve its purpose. Here are seven important rules of thumb to observe to make sure your website performs well

1) Do not use splash pages

Splash pages are the first pages you see when you arrive at a website. They normally have a very beautiful image with words like “welcome” or “click here to enter”. In fact, they are just that — pretty vases with no real purpose. Do not let your visitors have a reason to click on the “back” button! Give them the value of your site up front without the splash page.

2) Do not use excessive banner advertisements

Even the least net savvy people have trained themselves to ignore banner advertisements so you will be wasting valuable website real estate. Instead, provide more valuable content and weave relevant affiliate links into your content, and let your visitors feel that they want to buy instead of being pushed to buy.

3) Have a simple and clear navigation

You have to provide a simple and very straightforward navigation menu so that even a young child will know how to use it. Stay away from complicated Flash based menus or multi-tiered drop down menus. If your visitors don’t know how to navigate, they will leave your site.

4) Have a clear indication of where the user is

When visitors are deeply engrossed in browsing your site, you will want to make sure they know which part of the site they are in at that moment. That way, they will be able to browse relevant information or navigate to any section of the site easily. Don’t confuse your visitors because confusion means “abandon ship”!

5) Avoid using audio on your site

If your visitor is going to stay a long time at your site, reading your content, you will want to make sure they’re not annoyed by some audio looping on and on your website. If you insist on adding audio, make sure they have some control over it — volume or muting controls would work fine.

Effective SEO Comes Cheap

Posted in Internet with tags , , , , , , , , , , , , , , , , , , , , , on November 28, 2007 by Paul Conant

Search engine optimization or SEO is the hottest way to drive targeted traffic to your website. Maximizing the benefits of a well optimized website will yield lots of earnings for the marketer. However, optimizing your site might cost you thousands of dollars if you are not skilled in this area.

But to tell you the truth, you can essentially get information on low cost SEO anywhere in the Internet. But only several really show you how to work out an affordable search engine optimization endeavor. And those few that really inform include this article.

1. Link exchanges

One cheap SEO method that can get you best results is through link exchanges or linking to and from other web sites. Depending on the websites that you would like to exchange links with, this tool could even cost you nothing at all. Contact the author or owner of the web site you want to have a link exchange with. You will be surprised with the eventual spiking up of your page ranking using this means of getting your website optimized.

2. Write or acquire key word rich articles

Writing truly informative and keyword-rich articles is one surefire way to make your Internet business more visible than ever. It’s either you write your own articles or you get them from article directories that allow you to post these articles on your website as long as you keep the resource box or the author’s byline in tact. Just don’t stuff your articles with keywords that even idiots would get bore of reading them. The readability and freshness of your articles will still be the basis of whether your writers will keep on coming back to your website or not.

3. Catchy Domain Name

What better will make your target visitors remember your website but with a very easy-to-recall domain name. Something sweet and short will prove to be very invaluable. Registering your domain name is not for free. But creativity is.

4. Organize your site navigation

Providing easy steps in navigating your site is one way to make your visitors become at ease with your site. This, in turn, will improve the flow of traffic to your website.

Low cost SEO is always evolving like any other approach in information technology. There are many methods that can very well land you on the top ten rankings of Google or on any other search engines. Some may cost a lot but there are methods that can give you the same results at a low price or you can even do on your own such as those mentioned above.

Who Is Your Audience

Posted in Marketing with tags , , , , , , , , , , , , , , , , , , , , , on October 29, 2007 by Paul Conant

Understanding the type of people who visit your site is a very important task because you can use that information to enhance your site to suit them. As a result, you will gain more loyal returning visitors that come back again and again for more.

What is the age level and what kind of knowledge does your audience have? A layman might linger around a general site on gardening, but a professional botanist might turn his nose at the very same site. Similarly, a regular person will leave a site filled with astronomy abstracts but a well educated university graduate will find that site interesting.

Take your audience’s emotional state into consideration when building your site. If a very irritated visitor searches for a solution and comes across your site, you will want to make sure you offer the solution right up front and sell or promote your product to him second. In this way, the visitor will put his trust in you for offering the solution to his problems and is more likely to buy your product when you offer it to him after that.

When you design the layout for your site, you have to take into account the characteristics of your audience. Are they old or young people? Are they looking for trends or are they just looking for information served without any icing on the cake? For example, introducing a new, exciting game with a simple, straightforward black text against white background page will definitely turn prospects away. Make sure your design suits your site’s general theme.

Try to sprinkle colloquial language in your sites sparingly where you see fit and you will create a sense that your audience is on common ground with you. This in turn builds a trusting relationship between you and your audience, which will come in useful should you want to market a product to your audience.