525: What We’re Saying When We’re Not Communicating
May 20 2019
How often do you inadvertently communicate negative message to your prospects and customers?
“Sorry, let’s reschedule, again” actually says, “You’re not very important.” Otherwise the new opportunity wouldn’t have taken priority, right?
“Please leave a message after the tone” actually says, “You’re not worth my time.” Otherwise they would have picked up the phone, right?
“There’s been a change of plan” actually says, “You don’t get to get my best.” Otherwise the promise would have been kept as planned, right.
Whether we mean to say these things or not is not the point. In the moment, it’s how other people will interpret it. Interpretation matters: forget what you think your marketing says, what does it really say to those you wish to serve?
Tip: If you want to make sure you cover the bases in you marketing message, communicating clearly to your audience, not just to yourself, BuiltForImpact.net can help.
Following this voice doesn’t necessarily help people solve their problems; he’d argue that selling untested information that may or may not help the recipient is just a reality of business.
Mort’s all about Mort, and how Mort can get ahead. Don’t be like Mort.
The reliable and valid answer to times of uncertainty is to create certainty not by contracting, but by pursuing your people with equal or greater fervor and empathy than you would when times are good.
What mental models do you hold that ought to be revised?
Bad products, on the other hand, need all manner of smooth moves to peddle toward unsuspecting victims. Either because the product is bad, or because the product designer spent no time learning what those it’s designed for actually need. Oh wait, that makes it a bad product, too!
That saves you from the wasted hours or evenings “researching” things that don’t impact the week. Or “preparing” for things you don’t yet need to prepare for.
It focuses you on moving the tasks at hand, making progress every day toward the goals we’ve set that matter.
Isn’t that what the learning was for in the first place?
Your product development. What does it look like? When our team worked on defining narrative structures to help brands connect with their audiences, the work wasn’t done until it could be drawn, simply and plainly.
Your vision for the future of your work. What does it look like?
Sales and marketing should include the gift of pursuit. Not harassment and stalker-tracking and wearing people down…but don’t throw the baby out with the bath water here: the gift of pursuit is a noble pursuit and a wonderful gift.