MISTAKE #14: You are a Crappy Communicator
This article could take many paths, but I’m going to focus on one: You are crappy at communicating with your shoppers. And if you’re not willing to admit it, your competition is probably honing their oratory skills right now and about to silence your feeble voice.
(Odds are you’re not that great at communicating with your retail buyer as well, but that will be saved for another post.)
You see, communication is all that content is. In fact, whenever you hear people talk about content or content marketing, start substituting the word “communication” or, more specifically, “shopper-facing communication” and whatever they’re trying to say will probably make more sense.
This era of content is just a reboot of something that has always existed. It is the 21st-century form of communication.
CONTENT IS CONNECTION
To communicate is to attempt to form a connection or bond with someone. It addresses the age-old desire to not be alone. Or at least not feel alone. Or if you’re a company, to not be an unknown, unsold product.
Healthy communication is not a one-night stand. It has some amount of longevity and continuity.
For products, a connection is much more than a one-time marketing splash. Connections are not made through one’s wallet. It is not a sales transaction.
And communication is the exchange of information. It is a form of sharing. It is a give-and-take. It can range from sensitive, emotional appeals to heated debates. But both parties must feel like what they’ve shared has been heard and valued.
Both parties need to walk away from the exchange feeling like they’ve gained something. They have a new perspective or appreciation or believe someone else better sees them for who they are (or who they’re trying to become).
To be more accurate, communication is really a mutual exchange of valuable information.
Let’s use an example of how communication goes wrong
ARE YOU THE LIFE OR DEATH OF THE PARTY?
Think about the last time you were in a social situation you didn’t particularly enjoy. Maybe it was a corporate event or a family gathering.
At some point you probably found yourself stuck in one of the following situations where different types of communication were taking place:
The Monologuer: We all know the feeling of being cornered by someone that is determined to deliver a message to us with absolutely no concern for whether we actually want to hear what they’re saying. Maybe they’re telling us how successful they are, or name-dropping to show how connected they are. Or they’re telling us about their child is or they’re making a not-too-subtle pyramid scheme pitch.
The One-upmanship: No matter what information you share, the other party attempts to demonstrate how they are superior. Instead of building on the information you share, they contradict. They view the conversation as a challenge to make sure what they have to say is better than whatever anyone else is sharing.
The Interrogation: These conversations involve being asked questions you don’t feel the other party has earned the right to ask. There is a feeling of violation or prying that is uncomfortable. It can be a combination of what is asked as well as how it is asked that causes the negative feelings. You see or feel no benefit or satisfaction with what you shared.
Each of these personalities probably thinks they are the most interesting man in the world.
I’m sure at this point, you’ve realized my intent to connect each one of these with how brands create and distribute content. Each of the above examples can have a company playing the role of the ‘other party’ putting ‘content’ into the conversation.
The lesson is pretty simple:
Companies that try to be the life of the party…those that try too hard to control the conversation, become the party everyone avoids.
Companies that listen to other people in the conversation…those that make others feel valued or important or better off after the conversation…get invited to a lot more parties.
TIME FOR SOME SELF-ASSESSMENT
The above situations were not meant to be exhaustive of all the personalities one can meet, but they should be enough to prompt some self-reflection.
What personality faults does your product or brand suffer from? What mistake are you most at risk of making?
Is your product guilty of viewing itself as a little more interesting than the rest of the world might view it?
Take some time to consider the conversation you are (or are not) having with your customers. Answer the following questions and apply them to your business and you’re bound to see a much busier social calendar.
What can I do to start learning more from my customer? How can I get them to engage in a conversation where I am listening?
What do my customers care about? What are they interested in? What are they passionate about?
Why would my customer want to listen to me?
Good answers to the above questions may allow you to someday be the person at the party that is…
The Unexpected Spark: Sometimes conversations start out dull or un-engaging until a topic of mutual interest is found. The right topic can keep two people talking all night as they both eagerly share information and perspective while receiving what the other party offers. And that topic is probably more than the fact that you both grew up in the same state. It is most likely something with meaning and emotion.
If you need help answering these questions, I’d love to help. With a little bit of information, we can begin a conversation. And don’t worry, I’m a great listener.