Today I want to talk about the impact of communication in your business and work on why taking it seriously is good for business. Being a good communicator impacts everything from marketing and sales, traditionally thought of when it comes to communication, all the way to management and big picture strategy. If you can’t communicate your values, your mission or who you’re trying to serve then how can you expect people to engage with you? I don’t care how tight your business plan is or how dialed in your product or service is - “the best-laid plans of mice and men often go awry” when you have poor communication and information is poorly managed.
And yes, you were just literary’d.
Communication is the mechanism by which any strategy in your business can be successfully and repeatedly executed. Making sure that everyone understands what’s expected of them, yes even setting your customer’s expectations, is just as important as having a good overall view of your business and a great plan in place. Communicating strategically is not just about leaving clear instructions for the next person on the totem pole. It’s about helping your stakeholders understand the why and the story behind the business. That’s what’s going to get them to care enough about who you are, the problem your solving and the value you’re delivering to engage (and keep engaging) with you. It’s also about empowering your customers to be involved in the process and to take ownership of their experience.
If you and your business can’t communicate simply, clearly, and effectively how can you expect your customers to engage with you. Better still how can you expect all the rest of your partners, vendors, employees and even interns to jump on board with your strategy, make good decisions, and get information where it’s needed.
Here are 5 tips to better business communication (even if you are a solopreneur)
1. Go all in on trust.
The act of communicating - sending an email, answering a text, or chatting in the hallway - means nothing if the people you are communicating with don’t trust you. Getting a plan together and expecting that people get on board with you will only work if they trust that your motivations and incentives are aligned with theirs. Crafting a story is only part of the equation when you are trying to create a movement - it has to come from an honest and real source. Creating any strategy can be a messy ordeal sometimes and it is critical that the people that you rely on and that rely on you can trust that you’ll make good decisions if and when the time comes.
2. Get simple. (Recurring theme throughout this site)
Communication through an organization does not have to be multi-level and defined by your org-chart. Great communication happens when ideas can freely flow without the fear of retaliation or judgment. That’s not to say that sometimes you won’t entertain a bad idea but supporting the agency of your employees and partners to share is huge. Simple communication channels also mean shorter turn-around times on getting things done. When problems arise they are easier to spot and easier to deal with.
3. Have a framework.
When you are trying to communicate with your stakeholders and customers you should have a few buckets to pull from. This creates consistency and it helps you keep your sanity over the long term. Three of my favorites are trying to inspire, educate, or reinforce. Inspiring every once and awhile is important because it can be a means to celebrate accomplishments and to introduce new ideas or changes. I don’t need to tell you that everyone likes to feel important so use messages of inspiration to keep your people motivated and to keep them connected. Education and reinforcement are important because your stakeholders need direction. Now I’m not saying every communication needs to be extremely detailed and outline very precise direction but they should have some substance and it’s important to encourage learning and improvement.
4. Clear calls to action.
The inbox is a very special place for people. So when someone does allocate a little time out of their day to open a message from you make sure there is a clear call to action. If you’re sending an email that’s just rambly, offering no real value and with no clear (easy to take) next steps you will not get a response. You may actually be doing a little damage to the relationship you’ve cultivated with the recipient which will impact the probability of them opening your next email.
This is a big one and I wanted it to be last for a reason. If you take away anything from this post it’s to realize that when you’re communicating with someone to remember that they are in fact a real person. In today’s business ecosystem it’s easy to get desensitized to the spammy LinkedIn pitches that clutter inboxes. It’s easy to get instantly turned off because you opened a piece of communication that looks like it was written for a generic, systematized and artificial avatar of a customer. This doesn’t just go for email, it goes with any kind of communication.
If you really care about the engagement people have with your business you have to treat them like people. You have to think about what motivates them and where the value is for them to be on the other side of your message. Just because we’re in an era where most people look for the quick win, what they can take or how to make themselves look better doesn’t mean it’s right. Care about what your customers have to say, have a little empathy for the decision maker you’re trying to reach with your pitch deck, and try to understand how what you say in your marketing materials impacts your potential audience.
Running a business is already hard so there’s no need to compound that by being a bad communicator. Focus on communicating in ways that are clear, trustworthy, simple, organized and that show that you care and you’ll save yourself all kinds of headaches. We didn’t touch on it much but one of the biggest bottlenecks in any business process is how information is managed - which includes how you communicate. Every time you reach out to someone or post to an audience you have an opportunity to deliver value and build a relationship. You need to take those opportunities seriously because if the people you’re reaching out to don’t get to know you, like you, and trust you they will definitely NOT be giving you their money.
PS - Here's my simple call to action. If you're struggling with your entrepreneurial journey and you think a little support might do you some good, go check out the new group program that's launching. Even if it's not for you we can still bond over one of my all-time favorite Disney movies.