Managing disinterest

When writing communications in the business world, we generally assume that we have an audience of nominally willing-to-listen, not merely a soapbox. This may be a mistake.

Advertising copywriters receive blunt feedback: "So what?" "Who cares?" or "Huh?"

In business, communications are often top-down and basic survival instincts usually ensure a pretence of interest. Which makes genuinely managing disinterest difficult.

Disinterest comes in various forms. It arises out of a failure to perceive benefit or relevance. (And when we are already feeling time-poor, we an be very blinkered in what is beneficial or relevant.)

Timely, brief, relevant and searchable information usually hits the spot.