I sat across the table and listened to the woman. Well tried to listen. She was crying more than she was talking. Her husband sat next to her, evidently upset.
Hearing Is Not Listening
The Joneses had come for counselling due to some challenges in their marriage. Today’s session had been about communication and both insisted they DID communicate but the other party didn’t listen. I knew where the problem was and the fix was an easy one.
The problem the Joneses were having is a problem many organisations world over struggle with. Yes it’s a ‘marital problem’ but the underpinning principle affects family and organisation alike.
For the Joneses the problem nearly cost them their marriage. For many organisations it costs them business or funding. It can even lead to the closure of the organisation. What is the problem?
A simple, daily aspect of life that is grossly misunderstood. It is a function that transcends age, geographical location and economic status. Communication is the glue that holds families, societies, organisations and the whole world together.
Communication is the heart that pumps the lifeblood of any organisation.
“But we do communicate!” Yes, and that’s the problem. Many times organisations communicate in THEIR language and not the language of the people they want to reach out to. This is a recipe for disaster.
Communication is not just a matter of words. It’s about using the RIGHT words.
People are complicated creatures. They may speak the same language but understand the words differently. This is why, like the Joneses, organisations need an intermediary. A translator if you may. Someone who understands both parties and can bridge the communication gap.
Many organisations rush into hiring a content marketing specialist for the sake of getting content only to regret later. The content does not produce the envisioned results. They communicate with their prospects via email and fill their newsletters with content to no avail.
You need right content to achieve the right results
Not all copywriters are right for your organisational needs. You need one that understands you, your vision and your audience well. Not only should he/she understand well, they must communicate well too. They must communicate in the language your prospects understand.
Many times your send emails to your list and wait for the money to come through. The response? Crickets. You talked but they didn’t get you. The content may have been awesome for you but was it for them? People are not moved by awesome content. They are moved by content they understand and relate to.
Let me quote an example from The World’s Best Selling Book About Everything.
Act 8:30 —:31
Then Philip ran up to the chariot and heard the man reading Isaiah the prophet. “Do you understand what you are reading?” Philip asked.
“How can I,” he said, “unless someone explains it to me?” So he invited Philip to come up and sit with him.
Was the passage he was reading not well written? It was. The man simply needed an intermediary. He needed someone to put the content in words he could understand. This is why your organisation needs a good copywriter. You need someone to effectively convey your message.
The COST of effective communication is nothing compared to the PRICE of poor communication.
Effective communication comes at a cost but it is worth it. Poor communication on the other hand has been the death of many an organisation.
Effective Communication Is Learnt
After Mrs Jones had quietened down, I taught them how to communicate effectively. That was 2 years ago and they have never been happier.
Communication is key. Great communication is the handle that opens the door.
So what did I teach the Joneses about communication?
Well, that’s another story on its own. I can guarantee, though, that it will change your perspective on life and make you more effective at getting people’s attention AND partnership.
Stay tuned and don’t miss the next issue for anything.
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