You Can't Over Communicate
You Can't Over Communicate
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.
You Cant Over Communicate - To learn more about this author, visit Helene Mazur's Website.
Like this article? Share it with your friends
"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.
You Cant Over Communicate - To learn more about this author, visit Helene Mazur's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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