The First Step for Effective Communication

Quit talking about yourself.

That might sound dramatic, but it’s a pretty dramatic point.

When you talk all about yourself, you end up we-we-ing all over your reader or listener.

Don’t believe me? Here’s an example, pulled from a CPA’s website:

We implement creative strategies. We work proactively to realize the most tax savings while minimizing risk. We want you to feel comfortable with your important selection of a financial consultant.

“With this in mind we offer you a free initial interview. We provide competitive services designed to meet your individual or business needs. We use state-of-the-art tax reduction strategies and research tools.”

First of all, you are not the queen of England. You don’t get to refer to yourself in plural.

Second of all, imagine if someone walked up to you and actually unleashed that on your ears.

Shine Your Spotlight on Right Person. Photo bx Stephen Sullivan Sr. via Flickr

Shine Your Spotlight on Right Person. Photo by Stephen Sullivan Sr. via Flickr

How obnoxious would you think that person is? Notice, too, that the only time “you” shows up in the text, it is not the subject of the sentence. You are a passive victim in this one-way conversion. There is even a demand that you feel a certain way.

I don’t know about you, but I don’t like people telling me how to feel.

Your marketing needs to empathize with your perfect client. See the world through her eyes. Shine the spotlight on her, not on you.

Dale Carnegie said, “Remember that a person’s name is to that person the sweetest and most important sound in any language.” The deeper truth behind that is that humans are naturally self-centered creatures.

Our natural state of being is to see the world through our own eyes. Yet we also want others to see us, hear us, and understand us. Those are basic human needs.

Your marketing communications can—and should—help meet your perfect client’s need to be seen, heard, and understood.

If you’re ready to do that in a deeper, more meaningful way, I can help you with that. Get started today for free:

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