Confessions of a Business Communication Coach

Business communication has never been as easy. Or as problematic.

It was different just twenty years ago.

The industrial age was about technique and process: it focused on what we needed to do, or to know, to finish our task.

Managers could motivate employees by walking around, occasionally asking a question and making personal comments:

“You did that job well, Joe.” “How can we do that better?” “Let me see that widget again, Mary.”

Employees identified completely with their jobs, and cared more about what managers thought.

But change was in the air.

In 1996, Richard Farson’s very readable little book Management of the Absurd noticed that “The More We Communicate, The Less We Communicate.”

“Increasingly, we seem to believe that everybody should be in on everything,” he wrote.

“Many supposed communication problems are actually balance-of-power problems. That is why it probably is unwise to introduce completely open communication into a situation in which there is a large disparity in power.”

And since then, completely open communication has become the norm. Disparity in workplace power, fed–not reduced–by open communication, grows and cripples many businesses.

“Organizations that believe all their troubles can be solved through increased communicatons may be in for a surprise,” he added.

There’s a time and place for communication. But it needs a strategy, and overcommunicating leads to unpredictable and often counterproductive results.

Maybe it’s time to get up and walk around.

Six Steps to the Heart of Business Success

Do you have a business? Then have a heart.

1. Clarify your core message, what makes you unique. Start every conversation with prospects and customers by telling them Why you’re in business; the what and how are supporting players that will never capture anyone’s heart.

2. Marketing and management are two varieties of conversation. Hold every marketing or management conversation for a clear reason, with the appropriate people (who are in a position to take the most effective action), and with an engaging message or promise.

3. Take humane leadership of your niche market, your staff, or a team. Offer more value to everyone you come into contact with. Today’s leader provides the most real (or at least perceived) value to those very important people

4. Stop dreaming that a single procedure, formula or magic bullet product will move anyone to support you or buy what you’re selling. People have always resisted being manipulated–and never more strongly than today.

Would you freely submit to being manipulated into doing something? Then why expect others to submit to you? “Push” and “pull” will soon become dead as doornails. It’s all about people!

5. Want to feel special? Then talk about yourself, your company, and your activities, But if you’d rather make money, help your customers, prospects and employees feel special. That’s the path to authentic engagement and success with heart.

6. Show how much you value others’ time and attention. Make sure every message is rich with relevance, proof and value. Otherwise you’re wasting their time–and ultimately yours.

Here’s a thought. Post your next blog or marketing message as a craigslist.org classified. You’ll focus on what you’re really offering, get noticed by people in a buying state of mind, and write more clearly, concisely and compellingly than ever.