Keith Fowler

Communicate to succeed, not to inform

Your business successes are a reflection of your communication skills. Communication is extremely important to the success of any organisation. However, today we are becoming entangled in a complex mesh of communication that has made the interaction between people, in my opinion, less connected.

In simple terms, businesses usually ignore the importance of adopting a ‘humanistic-way’ to communicate. Making communication more ‘human’ and relatable will impact the audience at a deeper, connected level. This is what I always try to keep in mind during the creative process:

Use emotional triggers

In order to communicate successfully, with substantive impact and clarity, particular focus needs to be made on the gap between our actual and potential communication as well as the requirements of our audience. Creating strong bonds between ourselves and our audience through striking an emotional chord and sharing experiences.

Hold back on the detail

Making communication more interactive will make it easier for our audience to relate to our message. Remember that extensive detail can make the message difficult to understand. So, there is a need to ensure that we structure our communication on similar grounds. Brevity along with the simplicity of language adds to the clarity of the message. Transforming communication to have a more humanistic approach will allow the audience to easily relate to the messages with their experiences.

Who’s King?

The audience needs to feel important in order to continue buying your ideas. You need to empathise with the audience to ensure retention. Convey to your audience that they are the most important to you. You don’t have to be too explicit in your expression, only a subtle hint here and there will do.

Storytelling is as old as time

Effective storytelling is an efficient way to ensure successful communication. Your audience pays more attention to what you are saying when you transform your details into experiences and facts into sagas. Most would prefer having a relaxed conversation, equipped with brevity and clarity, rather than being burdened with piles of information carrying numerous technical terms.

How does this change affect internal comms?

Today, departments of most companies are shifting to more simplistic methods of communication. They realise that messages that have clarity are more likely to be responded to. The focus is now on analysing problems and situations to decide on simpler solutions which can be easily executed and communicated. Communication has become more basic in language and the ABCs of the process are redefined. Content needs to be more real.

Relaxed conversations and clarity are vital factors to ensure impactful communication.

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