“The single biggest problem in communication is the illusion
that it has taken place.” – George Bernard Shaw
Whether we’re talking about contact between managers and
employees or about marketing to current and prospective consumers, effective
communication will determine whether the relationship thrives or flounders.
A frequent and important problem I’ve observed in
communication is that the messenger thinks they’ve communicated to the
recipient the importance of the message, but in reality, the messaged lacked
clarity, specificity, or succinctness, all of which are powerful attributes of
an effective message.
People spend their whole college careers majoring in
communication, but the majority of us don’t have the luxury of time to become
accredited experts. I’m going to boil this article down to a handful of helpful
communication guidelines most useful and pertinent to entrepreneurs and leaders
alike.
Frequent and Regular
Depending on the position, people involved, or depending on
the need, communication could be daily, weekly, bi-weekly, or even monthly. If
you work closely with a team, you should probably have daily touches and weekly
in-depth meetings where you discuss happenings and expectations. If you’re
running, say, a social media campaign, you could probably increase engagement
by posting more than once a day on several different platforms and make the
conversation seem more organic as opposed to another item on your task list.
Clear and Specific
When communicating to your audience, give details that are
extensive but relevant to the topic. Anticipate questions and common scenarios
or concerns. However, don’t give so much information that your message gets
lost in translation. Try to “cut the fat” when you talk. Get to the heart of
the matter, and only give context with context is necessary. Avoid Information
Overload.
Arthur Conan Doyle’s Sherlock Holmes said it best when
trying to describe the limits of the brain: “I consider that a man’s brain
originally is like a little empty attic, and you have to stock it with such
furniture as you choose.”)
Controlled
Any decent PR firm will tell you that you need to control
the conversation in order to get the results you desire. How do you do that?
First, make sure you are the Source – don’t confuse your audience with multiple
voices or outside third parties who aren’t familiar with the ins and outs of
your business. At the same time, you need to establish authority. People will
trust you if they perceive you as the expert on a given topic. Lastly, make
sure your messages are unified companywide – Make sure management and
executives reach consensus before letting information trickle down. You never
want something to dissolve into he-said-she-said-he said shenanigans
Reliable
Great people understand that their word their your bond.
Hold yourself accountable for the things you say and the promises you make. In addition, it is in your best interest l to
check that any facts and any information you share is correct. If you don’t
know the answer to a question or problem, tell your team or your questioner
“I’ll find out/I’ll get back to you” and take the time to find the right
answers. Don’t just blurt something out for the sake of talking – it’s better to
be right the first time instead of having to correct faulty information.
Especially with regard to customer service and employees, don’t
let requests or queries fall to the side. Follow up and find ways to get back
to items. People will perceive that you care, that you are serious about their
concerns.
Adaptable
Different people respond to different methods of
communication. You should never assume that one way of talking or one form of communication
works for everyone.
Some people need visual aids. Others learn through hands on
experience. Then there is the group that responds when there emotional buttons
are pushed. Test out different methods and see the changes in feedback and
response time.
Relatable
Let your values come through in your communication. Often,
executives will opt for the sanitized “corporate voice” instead of their own,
but it’s more important to be real than eloquent. People trust and gravitate
toward genuine feelings.
Reciprocal
Stop, look and listen. Remember that effective communication
is a two-way street. Good leaders and good marketers know how to ask good
questions and then listen with both their eyes and ears. Listen and hear what
is coming back at you. Look for the nonverbal cues with people or search out
shares and reviews for online activities. Also, let communication be open – be
receptive to the opinions, praises, and criticisms of your audience, as they
will only help you focus and improve.
