Communicate and have an impact with your audience. Successfully complete this mission and you will forever change the way you view your communication. Knowing the inner workings of effective trading with an audience leads to more attention, more interest, and potentially more sales. Whether they are prospects, customers or even partners, each time we have to speak or write, it is to transmit an idea. And if it is not well expressed, it can quickly create misunderstandings, misunderstandings or worse, stir the spirits. Follow these first tips and you will see that, already, you will have some food for thought to improve the communication that you have with your professional sphere…
Communicating with your audience, 2 things to remember
How to keep your audience listening to you and not leave you after a few minutes of listening?
Whether in a conference, a meeting or a customer meeting, the first minutes are decisive.
To be successful, you need 2 things:
First, create a link strong enough for your audience to listen to 70% of your message, or even more …
To create this link, nothing like going back to the base.
Ask yourself what are the deep motivations of your interlocutors. Do they want to be reassured? To be helped?
The motivations can be of different kinds: comfort, control, money, respect, skills, influence, self-confidence, power.
These motivations must be in your entry pitch. They are your primer so that your audience goes to the end of your message.
To support his attention throughout your speech, take advantage of the context of your comments. Thus, you challenge yourself by exposing a situation that can be urgent, for example, to be resolved for the people who listen to you.
Get your audience to follow you over time
To succeed in keeping the attention of one or more people over time, I will refer you to the work of Robert Frank Mager.
He’s an American psychologist and author. He was particularly involved in understanding and improving human performance, especially in terms of learning.
Mager outlines 3 primary reasons that drive an audience to follow someone over time:
- The content must be selected with care;
- It must be evaluated and have some success;
- The author must organize it in order to get results.
In the case of writing content for social networks, it is imperative to give value to what you offer. If you want your audience to follow you over time, be sure to follow these 3 rules.
The 4 basic principles for communicating with your audience
Principle 1 – Ask your ideas
Your objective will be to define how you will articulate your message.
For a short message, for example email.
Use this method: 1 idea, 1 line, 5 words maximum. So you briefly express the idea without working on it and make a list of all those you want to get across.
For a long message, for example the drafting of a contract.
Use tools like mindMap or a mind map. Very good software exists on the internet like Coggle, iMindMap or iThought (on Mac).
Choose the words carefully to minimize the number of them later.
Principle 2 – Structure your document
2 different objectives can be yours:
- With the objective of persuading
For example, if you create a sales page, I recommend the PEP or EPE method: point-example-point or example-point-example.
PEP means that you illustrate the concept you are presenting, then give an example or a case study, then reiterate the concept and the next achievable step.
Tim Ferriss successfully uses it in his lectures. And I find it rather good the guy.
- With the objective of informing
For example, if you want to write a blog post or presentation, follow these 4 steps:
- Present the main message;
- Briefly mention the different subjects you are dealing with;
- Explain subject 1, 2 and following;
- Summarize the topics you have discussed;
- Explain the next steps.
Principle 3 – Simplify to clarify
Simplification is a secret weapon that we should all use when we proofread.
Here you will find 3 ways to write better:
- Challenger words used and for that, get rid of the mess;
- Make sure the words you have chosen are the best ones to communicate your idea;
- Check that you are clear on who; in other words, the person you portray in your message.
Principle 4 – Create easy-to-read documents
To finish and perfect your document, swap long sentences with short sentences.
You will air your message and you will gain clarity.
P.S: I created 2 podcasts to help you with your interventions, whether oral or written: