When I did stand-up comedy a zillion years ago (marvelous training for direct response copywriting, by the way), one of the most important concepts I learned was "You gotta play the room."

So, depending on the composition of the audience, I’d revise my 10-minute set accordingly. Drop a story here. Add a story there. Change the emphasis where applicable. Next to timing (and the fascinating truism that words beginning with "ch" and end in a hard "k" are inherently funny), playing the room was my biggest takeaway idea from the stage. Why, because I wanted to earn as many laughs and garner as much applause as I could.

I wanted to maximize my response. (Ah, now we’re seeing the connection, no?)

In marketing, any communications really, playing the room still applies. We just call it something different. Like writing to your prospects self interest and not your own. (Okay, I’ve said it before. No question I’ll say it again.) Use your prospect’s vocabulary, speak their language, and ask yourself — what do you want them to remember and what do you want them to do?

Now let me tell you an engaging little tale about a business meeting recently attended by a marcomm buddy of mine …

Colleague’s client had recently made some organizational changes and wanted to inform all the relevant players. Lots of Seinfeldian "yada yada." Lots of corporate "Can I get an amen."

So far, so good. But after a time my colleague realized the client was talking to his staffers and contractors in precisely the same language as the corporate website and brochure. Same phraseology, right down to the messaging platform (read: slogan.) The meeting attendees, of course, weren’t prospects or customers. They were staff and a sprinkling of consultants. They needed a different message, one that was relevant and meaningful to their own self-interest and relationship to the organization.

My colleague laughed and told me that he felt like a member of the Peanuts gang listening to the grown-ups squawk. (Now ask yourself, how many meetings have you sat in where you felt exactly the same way?)

When done, client asked if there were any questions. Stunned silence was the reply. I’m sure he was tempted to yell "Hellooooooooooo, is anyone out there?" into the gaping void of the conference room. (Think crickets chirping and you have the idea.)

I have no doubt that this client is a smart, savvy guy who knows his business. But he forgot who he was talking to and what he wanted the attendees to remember. He failed at articulating his core message because he only had one script.

He forgot who he was talking to. He didn’t play the room.

As copywriters, that’s a luxury we can ill afford because we’re tasked TO KNOW who we’re talking to. It’s our job to "scope out the room" with the information our clients give us and the questions we ask. The response our efforts earn will directly reflect our success at identifying our readers/visitors points of self-interest, get them to resonate with the message, and motivate them toward a positive response.

But the same lessons apply when we’re conducting a meeting, pitching a prospect, delivering a speech, or chairing the weekly breakfast meeting over lattes and bagels.

So go ahead, peek out from behind the stage curtain and check out the audience. Revise your routine if need be. Trust me, the laughs are bigger, better and loads more satisfying. (And, for the love of G-d, no squawking!)

Maven’s Maxim
If I have to recap this post, you haven’t been paying attention :=)

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