How Do We Get People to Care About Money?

Here’s the thing…

All this wonderfully educational how-to content doesn’t mean much if people don’t care to look for it in the first place.

As an industry—a community—we’re great at engaging with each other. But how do we engage with people who aren’t already in the conversation?

For the people who don’t already care about money, what’s the catalyst?

What experiences or events lead someone to think… Money. That’s a thing I’m going to look into.

What conversations circle around and trigger one about money? Maybe it’s wanting to start a business. Or leave a job. Or leave a relationship. Maybe it’s a health scare. Maybe it’s wanting to do something—or change something about their life—and realizing money is the thing that will help them get there.

Nobody cares about budgets. They care about putting their kids in soccer camp. They care about being able to go on tour with their band.

The headline, “How to build a budget” isn’t going to sell anyone unless they’re already enrolled in the conversation. “I took a sabbatical from work to do a cross-country tour with my band,” however, might do it.

Money is just a means to an end. It’s not the end itself. So what are the ends people care about? The people you seek to serve, what goals do they have? Where are they now and where do they want to go?

Take them there. Not with money as the focus, but as a means to their end. Not what you think they should want for themselves, what they want for themselves.

Maybe the money conversation is triggered by change in people’s lives—it’s tied to a breaking or inflection point. If so, we can meet them at the crossroads. 

And show them how to get where they want to go.

No one’s entering this world through a door marked, “Budgets, right this way!” They’re entering through “I’m starting a business” or “I want to leave my job.”

What other doors can you open?


Please enjoy this most wonderful sign outside of a gas station-meets-convenience-store-meets-diner near the Bay of Fundy in Nova Scotia. That was a top notch road trip, indeed.

About the author

Kate Smalley

Kate is a marketer, maker, and freelancer living in Toronto. She works with small businesses to help them narrow in on their purpose, share their ideas, and tell their story.

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