Digital Conversations – Speaking with Purpose

(Videos, Marketing, Texts, Web meetings, Online Training Blogs.)

In a coaching session yesterday with “Hayley” (my anonymous friend), we were discussing the BETA launch of her new Business. She was strategizing her approach to her first Web Conference and immediately jumped to the Educational approach of “throwing information to people, to catch, much like a Rugby ball in an active game of Rugby”. This is her default, as she is an academic mind and has been schooled in this way, much like the rest of us. Problem is…. The audience won’t know that they are in the “Rugby game” and wont “catch the ball”. You see, she’s in her game (her business) and knows it well. Her audience is new to the game and doesn’t even know how it’s played, never mind how to catch an awkwardly shaped ball in mid-air.

“Hayley” found herself in the very same position last week when engaging with the developers of her website. The Developers were talking way passed her understanding of websites and not meeting her, where she was at. This is typical in most businesses and well known flaw. The end result with her website was a feeling of frustration, a lot of money spent and an incomplete website. Unhappy customer!

We are always in such a hurry, we forget the basic steps to communication, whether it relate to sales, service or even relationships and we lose the purpose altogether. Listen FIRST then Respond with Purpose! Purpose is, moving/acting or speaking in a way that derives a desired outcome. We often look at influencers and ask, how is it that they have such an impact on so many people?….. Well besides for the internet and Online platforms being the most effective drivers of communication and vehicles for exposure, the one thing they all have in common is PURPOSE (and appeal, which we’ll dive into later). We are all “Influencers in our own business”. The concept of marketing is yesterday’s news – So corporate!

 

How do I communicate with PURPOSE in a digital world?

In your digital conversations, you have Information funnels, where much “interest” enters in at the top (wider part) and slips down the funnel in smaller amounts. Inside your information funnels are filters and “interest” is filtered at each layer in the funnel to avoid a blockage.  You may have a single funnel, or multiple funnels. Each funnel releases an end result, which is an acceptance or conversion of thought. This is influence!

There may be an element of Story Telling, Bites of information, or even a Few Funnies, depending on your approach, which refines (kind of like shaking the funnel) the “interest” entering your funnel, but the purpose must be clear. Five important aspects to remember:

1. Listen:

• Understand where the audience, are at (@). Know your INTEREST
• If you are unsure, ask questions.
• Confirmation of understanding – check yourself, misunderstandings happen.
• Take your time – your audience are important!

2. Respond with direction:

• Meet the Person where they are at – Relate? /I Don’t Relate but I understand!
• Guide the next steps in conversation, by prompting thought/s in a positive direction down the funnel
• If met with objections ask if the person is willing to consider alternatives?
• Be patient

3. Filter:

• Assess: Is the “interest” of the audience refined enough to move down the funnel? Or are there individuals that are not yet ready to commit to the next level?
• Understand what is needed to help get them there – again meet them where they are at and refine further
• If you cannot refine “interest”, you may need to let it go (let them out of the funnel) – be vigilant and don’t waste time.
• Focus on the interest

 4. Follow the funnel:

• Keep in mind the objective of your conversation
• Once your audience are comfortable with this level of conversation, guide them to the next level down the funnel
• Filter the funnies – don’t get lost in conversational facts and stories and lose interest gained
• Avoid distractions – if distracted, revisit. Park and make notes to revisit noted points of other interest
• Gain acknowledgement of interest before entering the next level down in the funnel
• Participate at all levels of your funnel – don’t leave interest behind

5. Celebrate the Outcome:

• Celebrate the common interest (Acknowledgement and recognition)
• Commit to the outcome (Like)
• Follow up – keep the communication flowing (Share and follow)

One way conversations i.e.: Recorded Videos (non-live) follow the same principles, but keeping the filtering principle in mind while you are unable to assess audiences interest until you see the end result.

If the response of the above is poor, either your delivery missed the principles completely or your concept is not as appealing as you may have originally thought. Either way, the only way to find out is to be BOLD and try! Then try and try again!! Be willing to receive criticism, the digital space is harsh and where many alter egos run free. So put on your bullet proof skin and bring out your Bazooka!! (Reference Fortnite Gaming)