Communication is one of the most overlooked and underrated skills in business. It’s often seen as a soft skill… something that’s useful, but not essential.
I disagree.
The business owner who is unable to communicate her vision, is likely to struggle just as much as the business owner who has no vision. That’s why as business owners, we need to continuously improve our communication skills.
Some tips for better marketing communication
When seeking to share an idea, whether spoken or written, you may find the following tips useful:
- Research your audience.
- Think of the core points you want to make. List them in order.
- Stay on track, by following the list.
- Use as few words as required. Brevity is priceless. Too many words can dilute the power or impact of your message.
- Avoid buzz words. Use plain speaking whenever possible.
- Understand that volume is seldom the problem. A bad message amplified, is still a bad message!
- When people respond, listen, really listen, to their feedback. Look for common misunderstandings and adjust your message to avoid them recurring.
In short: When we have something worth saying, it pays to know how to say it (or write it), as effectively as possible.
Jim Connolly
I help small business owners make massively more sales and boost their profits. To see how I can help you and your business, read this.
Latest posts by Jim Connolly (see all)
- Are you teaching people to ignore your marketing? - April 17, 2014
- Stop working for toxic clients. Seriously. Stop it! - April 15, 2014
- Here’s an approach to marketing that works every time - April 14, 2014
November 30, 2012 at 14:22
That’s a good lost already but I’d add this.
If you’re giving a talk don’t use bullet points for your slides. They are dull and force everyone to take the same notes as people seem to write them down.
November 30, 2012 at 14:37
Good point, Danny.
When I gave presentations I preferred to use photos, rather than bullet points.
Thanks for the suggestion.
November 30, 2012 at 16:36
I’d go even further and say try to ‘lose’ power point altogether! I never use it when speaking now as your audience will be watching the screen and not you and you lose that vital sense of communication and connection with them. But I’ll accept that photos could work…
Cheers Jim!
Jane
November 30, 2012 at 17:54
Thanks for the tip, Jane. You make an excellent point!
December 1, 2012 at 06:31
I’d add this tip for written communication. Practice, by writing as often as you can.
What do you think, Jim?
December 1, 2012 at 21:13
Absolutely, Jon. One of the biggest benefits of blogging regularly, is that it helps you become a better communicator.
December 1, 2012 at 12:50
Great list, Jim. I know we all agree that communication goes far beyond giving presentations.
I communicate every day with customers and potential customers….by phone! I find that smiling as I communicate with them carries an extra ounce of friendliness in my words. And I’m convinced friendliness breeds trust and believability.
December 1, 2012 at 21:16
Hi David. I remember when I started out in sales and marketing, in the mid 1980′s, being told to smile and dial.
The phone can be an effective communication tool, for those committed to learning how to communicate verbally, with no visual feedback. Thanks for the comment.
December 1, 2012 at 21:49
Cant help but agree with people take on PP presentations. People switch off very quickly – action and remembering is in ‘doing’. I like to ‘walk’ people through problems in steps – this way I find they remember it more and get a more valued education.
Regards,
John
December 2, 2012 at 07:17
Hi John. You make a good point. Someone once told me he’d attended a seminar where the speaker put lots and lots of notes on power point. He said the speaker may as well have emailed the slides to the delegates and everyone could have saved a day’s travelling.
You’re right – there needs to be that human connection; especially if you want people to retain what you have shared. Thanks for the feedback.
December 2, 2012 at 00:23
My 3 points are:
Here’s what I got…
Here’s what it will do for you…
Here’s what to do next…
Hope this helps.
December 2, 2012 at 06:56
Thanks for sharing those suggestions, Trapper. A nice framework, there.
December 2, 2012 at 13:45
Nice tips Jim communication does improves marketing or any business. Thankyou for sharing it.
December 2, 2012 at 17:28
Thanks for the kind wards, Rajkumar and welcome to the blog.
December 5, 2012 at 07:48
Research your content. Document your main ides to make them trustworthy.
Be opened and relaxed. Nobody likes a grumpy interlocutor.
Try, as you can, to be funny. Include a few jokes in your presentation.
Leave the door opened for interventions. I personally hate arrogant speakers/writers.
December 5, 2012 at 07:51
Some great suggestions there, Alexandra. I especially agree with you about arrogance. It’s a bad idea in any area of business, but especially so when trying to communicate. Thanks for the feedback.
December 9, 2012 at 12:06
great points. I was actually going to deliver a seminar and these points will be helpful.
I wanted to add one point, that making our audience interactive with us will make a nice environment.
December 9, 2012 at 16:23
Hi Karan. I agree, it makes a huge difference if you get the audience involved with what you are saying, through participation. Thanks for the feedback, sir.
January 23, 2013 at 11:27
I really resonate with your point about listening to your audience Jim. This helps to find out precisely what your customer is looking for.
May 4, 2013 at 14:40
I love how Jim does that too, Neil.
Well said.
May 5, 2013 at 07:16
Thanks guys!