Ten Ways to Communicate What You Want in Business and in Life

Can you be a great success in business and be a failure as a communicator? Maybe, but I can't see how.

You've got to be able to deliver a message to your customers, prospects, employees, investors and the media in a powerful and persuasive way. And if they don't get it, it's your job to make sure that they do.

With that in mind, I've come up with a list of ten ways to be a great communicator.

1. It's never about you, it's always about them. People need to feel that they are being listened to carefully and you understand what they want. Therefore, you need to focus on their dreams, aspirations, fears and goals. This empathetic approach helps you craft a message that resonates. When people believe you get where they are coming from, you get the business.

2. What are their explicit and implicit needs? J.P. Morgan once said that people have two reasons for everything they do: the good reasons and the real reasons. For example, someone might say that they are going to buy a Lexus instead of a Toyota because the Lexus is safe and well made. This is the "good" reason, but in reality both cars are fairly comparable in these areas. The "real" reason may be that the Lexus is more expensive and prestigious than the Toyota and therefore makes them feel good about themselves. It tells the world that they are important or affluent. When they reach their destination in a Lexus, they have really arrived. Ultimately, both the explicit and implicit answers are valid.

3. Listen between the lines. Be an intuitive listener. What are these people's real needs--not just the presenting ones? People will tell you just about everything you need to know if you just stop talking and listen. Really, really listen.

4. Tell great stories. Stories build an emotional connection between you and your listener's imagination. Facts are important, but stories stay with us long after the factual details are forgotten. What's the bible? It's a series of great stories designed to teach valuable lessons.

5. Feelings count. People often don't remember what you said, but they always remember how you made them feel. Those who make others feel valued, respected, and good about themselves win people's confidence and business.

6. Ask good questions then keep quiet and listen. People often reveal more than they realize. What you learn may be the extra information you need to better communicate your message.

7. Differentiate. How does your product, service or idea differ from everything else out there? Fox News Channel chose not to compete with the already established and popular all news network CNN. Fox distinguished itself be becoming the conservative alternative to its rival. In this way, Fox established a whole new category.

8. It's not what you say, but how you say it. You have to answer the listeners' question: What's in it for me? You have to make compelling arguments for your case and their interests. In other words, make it relevant to their lives.

9. Be aspirational. Connect to the listener's desire for something better. Our imagination goes beyond our self limiting beliefs. A client of ours is running for re-election as prime minister of his country. We've counseled him to not only talk about what his party has done or is doing for the benefit of his country, but to speak about his exciting plans for the future. People want a sense of hope. They want to believe that there is a better tomorrow.

10. Be brief. Brevity is not only the soul of wit, but of good communications. People today have the attention span of a three year old. They are half listening to you while they are cruising through their BlackBerrys. Get to the point. Get their attention. And keep it simple.

 

Comments

[freddiey]

I want to thank you for these excellent points. I often have to communicate new business strategies, and (amazingly, I now realize) have been doing little more than tossing off the basic "facts" when I speak in public. Your template will help me do much better!

[Alexandre Laudet]

These points are really useful, I am going to save them for repeated reading. One other point that may need to be made in business and in life is 'be true to yourself' (consistency) - once you have determined and established your brand/personal image don't try to be something else totally different and perhaps even opposite just to bring in customers. the initial customers may walk you

[bobberkowitz]

Hi Alexandre,

I'm so glad you find my points helpful.

I agree with you that one of the problems of communicating ones brand is a lack of consistency. People are all over the place. Customers are clueless what they stand for and what their business is about.

Please stay in touch.

Bob Berkowitz
www.bobberkowitz.com
bobberkowitz.com.com

[josephXY]

There is also the chance to learn from the financial pundits who indeed manage to get out
a whole lot, often quite. A very well known flashback video inlcudes a number of really
good examples of successful communication not so long ago with a broad range of opinions.
The viewer instantly knows on top of all how things turned out and thus rather surprising:
http://www.youtube.com/watch?v=2I0QN-FYkpw

[bobberkowitz]

Hi Joseph,

I wonder what they track record is of most of the pundits in CNBC. My guess is, not very good.

Thank you so much for reading my post. Let's stay in touch.

Best regards,

Bob Berkowitz
www.bobberkowitz.com

[schatsie]

Absolutely spot on listing of the critical elements of communicat­ion... absolutely great list.

[bobberkowitz]

Schatsie,

Many thanks for your kind comments.

Bob Berkowitz
www.bobberkowitz.com