We've all been there. You’re talking with someone about what you do, what you offer, what you sell. Maybe it’s a customer, a colleague, a complete stranger. Maybe it’s at a tradeshow, a conference, a party. Maybe you are explaining the nuance, the value, the nitty-gritty.
The person smiles and nods, "Oh, I get it."
And as you’re about to start your, "Yes, that's it!" affirmation, he continues with, "It’s just like [insert something it is nothing like]."
Huh?
You now realize this person doesn't understand anything you just explained. Either you didn't do a good job explaining it or he wasn't listening. Maybe a little of both...
"The single biggest problem in communication is the illusion that it has taken place." (Fun fact: while that quote is attributed to George Bernard Shaw, it turns out he likely did not say it. But, I digress…)
When two parties think they understand what has passed between them but are incorrect in that assumption, communication – or the lack of understanding – can be damaging.
Communication affects all areas of your business – from the way you market yourself, to the way you talk to your staff, to the way your employees talk to each other, to the way your teams interact with customers.
How can you improve your company's communication? By ensuring you are following these foundations of communicating effectively.
Be Clear – Clarity is more than simply having correct grammar. It’s being focused and efficient, while still being engaging, informative and persuasive. It's omitting extra information that could be confusing or overwhelming. It’s being specific instead of vague and not leaving things up to interpretation. Give your communication outreach a reality check periodically and make sure you’re being precise and detailed, replacing jargon with plain language. You’ll have more opportunities to connect with customers and prospects that might not stick around otherwise.
Be Concise – I love writing and words and word play and puns and alliteration and assonance. So much so that sometimes I can go a little overboard. And even though I know less is more, if I'm not given a word count, my copy cup will runneth over. Because of this, I’ve had to learn to "murder my darlings," as they say, and cut out extra verbiage from my copy. (Saving everything to use elsewhere, of course.)
Your audience is overloaded with information, consuming hours upon hours of content daily. If you blather on in a meeting, a webinar, or in your copy, you’re going to lose people. You're more likely to cut through the noise of today if you're succinct. Brevity doesn't have to be boring. You can (and should) still employ vivid details to evoke emotion. You just need to be focused and compelling when doing so.
Be Consistent – What is your brand message? Your message is what defines you, your company, and your brand. This message and your voice should be part of everything you say and do, from your internal and external communication to your advertising, marketing, and even social media efforts. Everyone from a part-time receptionist to your VPs to your customer service reps needs to be consistent with your message. If they're not, the message gets diluted at best and damaged at worst. Consistency doesn't mean you can't evolve; it just means everyone needs to be part of the journey.
What are your company's biggest communication struggles? I challenge you to find at least one area you can incorporate being more clear, concise and consistent in your messaging.
Aubrey Collins is the director of marketing and communications at MediaTree, a supplier of branded digital entertainment cards. She fell in love with the promotional products industry in 2011 at her first PPAI Expo. She shares her perspective on everything from the industry, what parenting continues to teach her about business, to what marketing campaigns make her cry on her blog. Connect with her on Twitter or email her at acollins@mediatreegroup.com.