I had a really interesting meeting with a marketing manager at Troux Technologies the other day and I’d like to share a bit from it. It really highlighted how much marketing and sales has evolved over even just the past few years. If you read some of the books that are out there like, To Sell Is Human: The Surprising Truth About Moving Others, which I’ve talked about before, there’s a lot of crossover techniques from what would traditionally be considered sales and marketing approaches. These are now being currently applied to everyday business writing, meetings, and tactical approaches.
One of the themes of To Sell Is Human: The Surprising Truth About Moving Others is the idea that most people, in their day to day lives, are working on sales on some level. By that I mean that you’re constantly trying to convince people to take your position on something, to do certain things, or to engage on projects. To ignore that is to set yourself up for failure. If you just present people with raw information without any attempt to help them see the message, then you’re doing yourself and your project a disservice. You’re likely to fall short just on the basis of not having presented your ideas well enough.
One of the things that was brought up during our conversation was a discussion on how important it is, especially with really complex messages, to correctly identify the thought train that is going through the person’s mind. You need to be aware of what pieces of information will they need at what time so they can grasp the whole idea. I guess on some level you’re always doing that when you create an executive summary, a long paper, or you are working through a slide deck for a meeting; you’re always working through that process and I’d never heard anyone explicitly put it like that before. I thought it was a really good way to think about it, particularly when you’re trying to communicate complex things. By putting it out in bite sized chunks, you make it easier to enable people to grasp the big picture at the end of it.
He brought up another idea that I think is good practice to bring into your day to day marketing of your ideas and projects. It’s the idea that you should always be focusing on your stakeholder community’s big values. I think on some level that should be pretty obvious but it’s still worth mentioning and reinforcing. I know that I’ve found myself many times writing something and what comes through on the page are the things that are really important to me and not necessarily to my audience. So I’ll have to go back through, reorder things, and rephrase them to make sure that I’m capturing what is important to the person that I’m writing it for and not just for me.
I really believe that is a worthwhile exercise anytime you write something or pull together communications pieces. By making sure that you take a step back you can really see whether you’ve captured what’s important for your intended audience and not just what are the things that you believe are important about it. So I realize some of what I said is fairly obvious but I know, at least for me, the conversation was a great reminder of:
- How important it is to think about what the customer or consumer of your information is going to need
- What order do they need that information in in order to understand it
- To constantly focus on the areas that are going to be of interest to them as you communicate your big idea.