• What do they want to know more about?
  • What gets them “passionately inspired or pissed off”?
  • Where are their knowledge gaps?
  • Think like a journalist – what is the hook?
  • Relate what you do to current events and topics that people are already discussing/debating.
  • Think beyond your organization.
  • Think about the bigger cause itself.

Think about what your audience really needs and wants to hear from you – what would add value to their busy lives?