The Most Effective Communication

I take notes. If I see or hear something that I find interesting or that I want to research a little more, I write it down. Sure some people prefer to add the notations to their mobile device and even set reminders, but for me the tried and true adhesive note is fine.

Today I happened to come across one such note in a file that houses my archive of the articles written for this column. The note said - “The most effective communicators, advisors, teachers and marketers simply say things clearly”. I remember thinking that I need to find out more about or even a consensus on how to effectively communicate.

Well, I did the research. The first thing that struck me is no consensus! I did find similarities in the approach with some claiming the 4 things or 5 things or 7 things etc. that will make you a communications expert. One article even had a title, “The 7 Skills of a Professional Communicator" and then went on to explain 8 of them!

Our industry, the promotional products media business, is quite confusing to people, many of them actually earning a living in this business. With so much focus on the “products”, it is easy to be confused. The beautiful catalogs and websites are filled with great products. Conversations always include the price of the products. And after all it is the products that sets our part of the advertising and marketing industry apart from the rest. But - we are not paid for the products but rather the messages they deliver and the effect they have on our client’s business. They are a communications tool, the media that carry the messages.

How many of you have ever tried to simply explain clearly the actual value of our media and not worry about the product that will eventually be used to convey the message? If you question the impact creating branded products to support a brand has, consider that in March Harley Davidson and Adidas both pulled their branded merchandise off Amazon and put it on their own dedicated brand support online stores. Other big name consumer brands are doing the same. They want to control the customer experience, increase the affinity for the brand and use accessory and fashion merchandise to increase brand desire.

Here are two simple and clearly stated realities of our promotional marketing industry:

1. We sell stuff with your logo on it.

2. We provide brand support marketing to grow your business.

Which one of these statements do you think your client will see as a value? Which one will be more likely to encourage your prospect to invest in his business? Most importantly, which one is more likely to facilitate ongoing communications?

Obviously I believe and hope you do too, that number 2 has the greater potential. The point is that simple and clear communications still have to be effective. It is the difference between saying things right and saying the right things! Just about the only way to accomplish this is to listen to your client or prospect, ask probing questions and learn what is most important to the client. Your verbal and written communication can then discuss the right things. Your nonvirbal communications have to be considered as well.

You likely would not use a doctor who was sick all the time. Neither would you trust your auto repairs to a mechanic driving a beat up car that breaks down all the time. As a member of the advertising and marketing industry, everything you do is a reflection of the work you can do for your client. Are you using our great media to promote your own business? Is everything the client experiences suggesting professionalism? When you consider that everything that your client sees, hears or receives from you is in fact your audition for the client’s business, it requires that your presentation be organized, simple and clear to the client. Communication is not what you say but rather what the client hears. 

Today as the business world is continuing to get back to a more normal operating footing, it is more important than ever that you communicate the value and growth aspects of the work you do whenever you talk to clients and prospects. Many small and mid sized businesses are allocating fewer dollars to marketing due to lost revenue covid 19 caused. They are using upside down logic thinking that they will increase marketing when they can afford it. We know that it is marketing that will bring the increased revenue but many in this business fail to make that the simple and clear point of their communications.