By
Bob Thilmont
July 2007
We are starting to see a convergence of communications styles and tools in this fast paced, ever-changing world
we live in. Fifteen years ago, who would have thought text messaging would be one of the preferred communications
tools used by teenagers?
Just because we have all of these neat tools and gadgets to communicate does not necessarily mean we are
more effective in our communicating our message with others. I recall attending a parent/teen communication
workshop at our church shortly after our repatriation back to the U.S. What amazed us during the workshop
was how both parents and teens focused on the communication technology but not the messaging between the
two parties.
I also find this evident when I talk with businesses trying to understand how they communicate their message
to the market. Many of them are focused on the brochure colors or the quality of the photos but they forget to
focus on the message they want to communicate to their market. This is even more evident when trying to
communicate across cultures.
How to get your message understood
Whether you're marketing a new product or communicating to an internal global work team, it's important for
you to have a clear understanding of how you want your message to be received by your audience. Let's look
at some simple rules that will make your global communications more effective:
Rule No. 1: It's about the audience
Too often in our communication we are trying to tell our audience about ourselves or our business. Unless you
have a very strong personal relationship with your audience they really don't care! What they want to understand
is what does your message mean to them? How will you solve their problem? How will this change
impact their business or their job? So understanding how the receiver will interpret your message is very important
in getting their attention and action. By understanding your audience you can craft your message to
maximize acceptance. In some instances, you may have to craft your message several ways to reach your total
target audience even within the same company.
Rule No. 2: Differentiate your Message
Focus on the uniqueness of your value proposition, whether you are trying to market a product or yourself for a
job interview. Defining the uniqueness will give your audience a clear picture of the value of your solution
versus the competition.
Rule No. 3: Avoid the assumption that everyone knows what you know
How often do we receive e-mails or messages from businesses promoting products or co-workers discussing a
project; assuming we have total understanding of what they are communicating to us. Take some time to provide
some background information to bring your audience to your level of understanding of the situation.
Rule No. 4: Avoid inference
Don't assume someone will take action based on an observation. How often have you heard, "We're out of
milk!" What the other party wants us to do is to get some milk. However instead of asking for the action they
are inferring you will go perform the action based on their observation. Be specific in your request. This is
especially true when dealing with people for whom English is a second language.
Rule No 5: Be sincere in your communication
Too often we Americans say things in jest. How often have we said, "Let's do lunch!" as a means of ending a
conversation versus really meaning for the parties to go to lunch. Or how about the internal message from the
CEO: "People are our greatest asset," while at the same time you know the company is planning to downsize.
People view this as rude and insincere. You need to support your message with appropriate action.
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