Tweet

You Can't Over Communicate

Written by: Helene Mazur

Article Overview: Make your strategy 'come to life' by communicating the right message, in the right way, to the right audience.

You Can't Over Communicate

"You can have brilliant ideas but if you can't get them across, your ideas won't get you anywhere."
Lee Iacocca

Communication planning may sound like a big company concept, but it is just as important for a small business or an independent service provider. No matter how independently you like to work, to translate most strategic ideas into reality requires the support of others.

Conveying a strategy may not seem difficult, but, the truth is that very few get it right. With a carefully developed communication plan, there is a much better chance of making sure that everyone hears your message, and in a way that will build support.

The first step requires identifying all of the parties who should hear your ideas- start by thinking about everyone who can possibly affect the success of the plan (this might include clients, employees, prospects, business partners, etc). Once all of the different groups of people are identified, a message that is both consistent and personalized can be developed.

MISSED OPPORTUNITY

According to an article in the Harvard Business Review, it has been estimated that most organizations under communicate their vision by a factor of ten. Here are a few situations of failed communication that I see repeatedly.

A senior management team invests weeks devising a new direction, but fails to include certain business areas in the process of developing the plan.
A small business develops an exciting new service and never gets around to telling their current client base about their new capabilities
Technical experts in a business find themselves in the position of selling a service but do not have a consistent, focused and targeted message about the benefits

INCREASE THE ODDS

As you start to look strategically at your business it is important to look at how others outside of your business perceive your company (which may require some research). If the marketplace is not thinking about your business in the same ways that you are striving to become known, a new look at what you are offering, or in many cases a better way of communicating may be in order.

Doug Hall in a very exciting book titled Jump Start Your Business Brain, shares his research-based ideas on what businesses that succeed do differently. What is so fascinating is that all of his research boils down three things. He says that what separates those who succeed from those who don't is simply the ability to show (and communicate) to your target audience the following three things:

An Overt Benefit- what's in it for them

A Real Reason to Believe-why they should believe you will deliver on your promise (the overt benefit)

Your Dramatic Difference- that what you offer (your overt benefits and their reason to believe) is revolutionary and 'new-to-the-world'

"The communicator is the person who can make himself clear to himself first"
Paul D. Griffith

REAL COMMUNICATION

Establishing trust and credibility are critical before someone will believe you. People want to see consistency in words, values, vision and actions. If you are not being honest and genuine, your message will be discounted or ignored. Here are a few ideas that might help you become a better communicator.

Listen for understanding and be empathetic to the feelings of your audience
When you speak, your listeners are watching to be sure that your facial and body language match what you are saying.
Practice writing and speaking, you will improve with practice
Get help with tough communications. Try your ideas with friends and/or associates, they can provide a great perspective
Simple is almost always better.

Related Articles
  Downsizing - Some best practices
  "We Can't Communicate"
  Stress-Free Selling® - Should I Call or Email?
  All Business Communications are Not Equal
  Effective Communication in the Workplace

Article Tags: building trust in business, business communication, business trust, getting ideas across



Related Forum Posts
Can you tell me about 80/20 Sales Rule? - I’ve a situation like this. I get 80% of my business from 20% of my customers, shouldn't I work harder on the 20%? Communicate at least 4 times a year? Special offers/vip sales? Unexpected free gifts? And if the other rule says I'm going to lose 20% of my customers every year (hopefully through no fault of my own), won't some of them my from my treasured 20% list? Maybe I should work to move some of the 80% to the 20% so I can afford the loss?
The 80/20 Rule - If the rule says I should get 80% of my business from 20% of my customers, shouldn't I work harder on the 20%? Communicate at least 4 times a year? Special offers/vip sales? Unexpected free gifts? And if the other rule says I'm going to lose 20% of my customers every year (hopefully through no fault of my own), won't some of them my from my treasured 20% list? Maybe I should work to move some of the 80% to the 20% so I can afford the loss?


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

How To Brand Your Home Business Online

Starting a Business with Bad Personal Credit

Why Small Businesses Don't Survive

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.