10 Rules of Effective Communication

June 29, 2010 By Leave a Comment

“The slovenliness of our language makes it easier for us to have foolish thoughts.” –George Orwell

I do believe this is going to be the quote I use for my
future 12 Sentences courses, which are all about cleaning
up your thinking so you can articulate what you do to the
world! How true is this?

Today, I’m going to write an easy post and take some great
information from a source other than me: Dr. Frank Luntz.
He wrote a book in 2007 called, “Words That Work,”
where he highlighted the Ten Rules of Successful
Communication. I would like to share them with you here,
though I encourage you to buy his book because it is
resplendent with important information about
effective communication.

My comments are in italics.

Rule One: Simplicity—Use Small Words

(The point is to be understood, not to show your intellect.)

Rule Two: Brevity—Use Short Sentences

There’s a story about a college philosophy student who
was given the exam question, “Why?” and he simply
responded, “Why not?”

Enough said.

Rule Three: Credibility Is As Important As Philosophy

(I.E. No hype! Mean what you say and follow through on what you say.)

Rule Four: Consistency Matters

“…the constant tinkering with taglines and the inability to
stick to a single message have been major factors in
contributing to…image erosion.”

(Have 1 message, 1 identity, and stick to it!)

Rule Five: Novelty—Offer Something New

(Students who learn about the brain from me know this one
by heart!)

Luntz says, “Words that work often involve a new definition
of an old idea.” Seth Godin is brilliant at this. The Dip and
Purple Cow are by NO MEANS new ideas…but they’re new
words, aren’t they? And very successful new words.

Rule Six: Sound and Texture Matter (!)

Luntz: “The sounds and textures of language should be just
as memorable as the words themselves. A string of words
that have the same first letter, the same sound, or the same
syllabic cadence is more memorable than a random collection
of sounds.

“The Itsy Bitsy Spider went up the water spout; down came
the rain washed the spider out.”

And my all time favorite!! ….

Rule Seven: Speak Aspirationally

“Aspirational advertising taps into people’s idealized self-image,
showing them a picture of the other, better life that they wish
they had…”

 And, as we know, can have.

Rule Eight: Visualize

“Paint a vivid picture.”

This is perhaps the #1 communication correction I make with
my students and clients: I have them use words that “bring
pictures to mind.”  If the brain can’t see it, the brain can’t
process it.

Rule Nine: Ask a Question

My public speaking students know this by heart, too! Telling
is ALWAYS less effective than asking…right?

Luntz: “’Got Milk?’ may be the most memorable print ad campaign
of the last decade.

Rule Ten: Provide Context and Explain Relevance

Luntz believes this is the most important rule of effective
communication. “You have to give people the ‘why’ of a
message before you tell the ‘so that’ or the ‘therefore.’”
Remember the “Have it your way” slogan from Burger King
in the 70’s? The only reason it resonated was because it
spoke to the frustration fast-food consumers felt who didn’t
want their burgers like everyone else’s.  “Without the context
of fast food being a mass-produced, assembly-line proposition,
and that all fast food was essentially the same, “Have it your way”
wouldn’t have worked.

I hope this was helpful to you! Go buy Luntz’ book; it’s very
informative…and if you’d rather have all this “stuff” done for
you automatically…that’s what I do, and I do it in my sleep.
And through tomorrow, Wednesday, June 30th, you can
work privately with me (I only do this in the summer) at a near
50% reduction in my fees. Read about the 7 areas I’m helping
people with this summer right here.

Filed Under: Business Articulation Tagged With: , , , , , , , , , , , , , , ,

Resisting Sales: Is It Truth…or Fear?

June 19, 2010 By 4 Comments

This is the existential question of all time, of course—is a
perception we have of something or someone a reflection
of “Truth” or our own “fear”? I’m contemplating that
question today as it pertains to selling—and our reaction
to it. When we react negatively to someone selling us—is
it “Truth” that they are sleazy, inappropriate, unconscious
and greedy—or something else? 

I saw my “sales Guru” last night—the man who changed
me, literally in 60 minutes, from refusing to sell myself
with the most outrageous self-righteousness of anyone I
know…to “getting” the secret of selling, what it really is,
and now helping others to get it, too. I love this man for
that, and I adore watching him in action. I learn a thousand
new things every time I do. And while I watched him, I
reflected on that event years ago when he single-handedly
did what no one before him had been able to do—reshape
my perception of selling to something that felt really good
—and I also reflected on something one of my students
said last weekend at my 2-day live public speaking course.
She came up to me with the same manner of arrogance with
which I had approached seminar leaders long ago, and asked
if there would be any more of the “selling stuff” in the after-
noon. (I had made a single offer to the group right before
lunch.) And these musings led me to write this post.

Once upon a time, I could not have sat through last night’s
event because of its unabashed selling by my Guru. But today,
years later, I not only watch in fascination so I can learn, but
I also notice how utterly at peace I am with his selling to me.
And how peaceful I am around virtually anyone selling to me.
What accounts for that 180-degree turn around?

Selling practices haven’t changed all that much in a few years’
time, so if I’m at peace with a sales pitch, it must have every-
thing to do with me and how I have changed. Here’s what I
observe: as I became okay with selling myself…I became
okay with others selling to me.

This is very important, I think. When I discovered that I could
value myself and not be sleazy, desperate, pushy and fake—as
all others were when they sold to me–quite automatically, that
confidence was transferred to those selling to me. If I could be
valuable, rather than a bottom-feeder, then so could others.

But something even deeper was at play. When I couldn’t
abide someone selling to me—(and I couldn’t; I had every
name in the book for them)—what was I really experiencing?
Well, the interchange with someone offering something to us
comes down to trust, right? If we hate, right out of the gate,
their selling to us, we don’t trust them. We don’t trust their
intentions or that they really have our best interests at heart.
But here’s an interesting thing about trust: back when I used
to coach in a personal-growth capacity, I used to caution my
clients when they said they didn’t “trust” their friend or spouse
or kids. I would say, “The reality is, you don’t trust yourself to
handle whatever they do. It’s not truthful to say you don’t trust
them; the truth is, it is yourself you don’t trust.”

In selling, I believe the same thing is true: we are projecting a fear
of our own inability to handle another person’s possible ill-
intent. So we throw the hot-potato over to them (it’s too hot to
hold ourselves) and arm ourselves with righteous certainties about
how phony and inappropriate they are.  In actuality, I believe it is
fear at work, not Truth—fear that we can’t trust ourselves.

 When we learn that we are worthy (valuable) enough to offer our
services, and when we learn that we are trust-worthy in that role–
not contemptible and disingenuous—a strength grows in us that
allows us to allow others, for we know who we are (good and
decent and helpful) and can presume good faith toward others
selling their wares. And we can also trust ourselves to handle
them, whatever their intent.

Now, of course, that’s not to say that our negative opinions about
someone selling to us aren’t sometimes based in intuition rather
than fear (have you ever noticed how intuition and fear reside in
the same area of the belly and can get confused?) Sometimes some-
one really does not have our best interests at heart; they are all out
for themselves. Last summer, I went to a seminar where we were
sold to about six times in 2 days and were delivered no content
whatsoever—and that was not okay with me because I felt we
had been duped into attending. So sleazy-tactics were indeed
implemented and we have a right to argue for fairness.

 But considering how many sales messages I get a day, such a
situation is rare—and so it is rare for me to get ruffled in any
way by someone selling to me. This shift has been entirely an
internal one. And it is one of those personal shifts that I am
profoundly grateful for because it is a power I didn’t have before.
And, of course, it has spilled over into a rather enormous
advantage as a business owner. I can have someone come up
to me, very “right” about how inappropriate it is for me to make
a one-time offer at my event, and I can know that this is her fear,
her lack of trust about her own ability to handle my intentions
(whatever they may be) because the truth is, she doesn’t have to
buy anything, ever—and I can know that I am not any of the
“truths” she has projected onto me . I can let her go in peace
…and I can move on in peace myself (and abundance!)

Next time you are upset with someone selling to you, perhaps you
can check in and ask yourself, Is this really “Truth” or is it “fear”?

Filed Under: Sales and Marketing

Can Anyone Else Figure Out Your Message? And Do They Buy It?

June 15, 2010 By Leave a Comment

48 hours ago, a group of very special people were taking part in the
2nd day of my public speaking training, Secrets of Impact & Influence.
I can’t tell you what they were doing–because that’s one of the secrets–
but they were under some pressure to put into practice everything I
had taught them the day before. I just love doling out pressure to my
students!

Anyway, at a point later in the day, I was helping them look at the big
picture of where their presentation fits into their business–because
they were all visionary entrepreneurs with big messages that they want
to deliver. Here they were, learning how to be better than trained teachers
and absolutely better than 99% of presenters out in the word–but then
what?

Since you have a message, too–and since the time has come for you
to come out of hiding and deliver it–I think it would benefit you, too,
to realize the necessary components of getting out there and successfully
spreading your word while also successfully building a business!

So, you have an idea of what your life-changing message is, and you have
years and years of experience, knowledge, wisdom and insight to share
that will change the world. What I have come to learn myself is that those
with big messages often get buried under the largeness of everything
they know–and have a very  hard time speaking about their messages clearly.

For instance, I can’t tell you how many people say to me, “Lizabeth, I have
so much content. How do I know what to put into a presentation?” They’re
buried…and that’s just pertaining to a single program. What about their
business at large and trying to describe that in a succinct manner? It’s
just like their content: it’s too big, too unwieldy.

So, how do we speak when something is too big, very UNformed, and
consequently, very unclear? We ramble, go off-point, say things that
have no relevancy to our prospect–and we lose them.

The NUMBER ONE element missing from business clarity AND clarity
around what to put into a presentation is strategic thinking. I’m not
sure why, but most visionary entrepreneurs, with big messages and lots
to give to others, are putting out fires daily and NOT thinking out every
step in their business. They’re trying to make money today, right
now–and not planning how that quick-fix will fit into the long-term, or
even if it does fit in. Very often the class they create on a whim, or the
coaching offer they make just to make money for the month, has no
bearing on the big picture, and they are like hamsters on a wheel, having
to create something new to offer every month. It’s exhausting because
nothing they’re doing has roots. There is no strategy. 

Sounds familiar, huh? So, what can you do? You have to take a time-out;
incubate yourself for a critical period of time and take stock in where
you’re going and how you will make money. Not just for today, but for
always. What is the business model you should be developing that will
work for a good solid few years? That is determined by knowing how you
plan to disseminate your message, ultimately. Do you want to be a coach
only? Do you want to have a radio how with sponsors? Do you want to be
a keynote speaker? Or a trainer, like I am?  You must know who you want
to be at the “pinnacle of your success”–and then build your business model
from that knowledge…and yes, that often means revamping the business
you have had for years!

In this incubation period, you must also check to see just how market-
able you really are. Do people want your message, really?? Or has that
been done to death? And if someone does want your message–who
wants it–and do you know why they want it so much? Do you know
what wakes them up in the middle of the night and what they fantasize
about? You must–IF you want to successfully deliver your message
to them.

Also, in your time of incubation, you need to know precisely how
you’re different from everyone else out there. How do you set your-
self apart  in dynamic ways that stand out? Here’s one idea, something
a little radical: stand out by standing on top of a proverbial mountain
top and shouting your “prescription for change in the world.” What is
your belief of what will change the world? (Not your business solution,
but a solution that transcends that; that is a universal truth.) And
here’s the radical part: say that in your marketing. Shout your beliefs
in your marketing. This will set you apart from all others without
question!

Next, in your incubation period, you must come to understand what
your business thesis is. You know what a thesis statement is, right?
Well, you need one–a clear, concise one–for your business. What is
your contention, as the expert of your service? You have one, but I
guarantee you are not building your entire business around a strong,
clear, well-articulated business thesis. Very few businesses do
this–and it is even rarer for the “inspired leader”-type to think this way.

So now, you have a business vision…you know you’re marketable
and why…and to whom, specifically…and what will have you stand
out from everyone else who does what you do…and you have that
“from-the-mountaintop” message…and the thesis statement that
your whole business stands on. Whew! You’ve put yourself into a
strategic pressure cooker!

NOW–and only now– you know HOW you should deliver
your message! With all of that work, you know what your programs
and presentations should be. No more confusion about having too
much content. Suddenly, your business isn’t unwieldy, and you can
speak about it with crystal clarity and conciseness so people are
interested in hearing your message.

Personally, I believe that all of that strategy needs to be refined so
crisply and tightly that you could express any element of your
business in a single sentence, if asked. So, if someone says, “What
do you do?” You can answer–in a single, potent sentence. If someone
says, “I know someone who does that.” You can swoop in with a
killer sentence that shows them that, no, NO ONE ELSE does what
you do. Here’s how you’re different. And if someone wants to know
the tangible results they’ll get from working with you–you can
rattle them off, like bullet points, in a single sentence.

What you can describe in a single sentence, you fully understand.
What you canNOT, you do not.

I believe there are 12 questions that are always lurking in the minds
of your prospects. If you can craft compelling and pithy answers
to each of them–and speak those–you have the ability to convert.
Period. If you cannot, your conversion rates will be very poor. You
need to have your business identity so refined that you could balance
your business on the head of a pin. It is that clear. Is yours?

My mission is to ensure that visionary entrepreneurs succeed! That
they’re messages are truly received AND that they make money and
have a solid business model that works. I am devoting myself to those
who are changing the world with their messages because failure
is not an option! They are needed too badly.

To that end, I offer a high-octane online program called “12 Sentences”
and it starts next week. It is THE “incubation course” of all time and if
you are ready to birth a business that is powerfully set up to truly deliver
the messages and content you have–I invite you to attend one of the
3 free calls I’m giving this week, where you can find out what the course
entails.

Just click right here to sign up for the calls Tuesday, Wed and Thursday
this week.

Filed Under: Business Articulation Tagged With: , , , , , , , , , , , , , , , , , , , , , ,

Charisma: Do You Have That Elusive Magic?

June 1, 2010 By 3 Comments

Have you ever met someone who manages to inspire—not coerce—
you into doing something you would not normally do? You find
yourself giving in to the Chicken Dance, or getting up for a Karaoke
song…and you’re stone sober. This person feels downright magnetic
and you tend to forget yourself entirely. Later, when analysis of your
uncommon behavior kicks in, you decide, without question, that this
special person had charisma.

The dictionary defines charisma as “a rare personal quality attributed
to leaders who arouse fervent popular devotion and enthusiasm.”

Perhaps because charisma is “rare,” we all instantly recognize it. We
see it in someone who has exuberance, joie de vivre, magnetism,
charm, or “electricity.” However we describe it, charisma seems to
evoke deep devotion, reverence and even blind faith from followers.

If charisma is a “quality attributed to leaders,” it becomes necessary
to ask ourselves, then: Do I have it? And to what degree?

Research associates charismatic people with six descriptors: emo-
tionally expressive, enthusiastic, eloquent, visionary, self-confident
and responsive to others. Other characteristics include unusual
calmness, confidence, assertiveness, authenticity, focus—and almost
always, superb communication and/or oratorical skills.

How are you doing so far?

The Body Speaks

Charisma reaches us on a distinctly subliminal level. It can be meas-
ured through nonverbal cues such as facial expressions, gestures and
body movements. For example, charismatic people smile naturally,
with wrinkling around the eyes and often touch friends during conver-
sations. Other research finds people who shift posture more often and
use more eyebrow raises appear more charismatic.

Other physical signals compel us, as well. Some researchers have
found that synchrony is connected to charisma. This is the ability
to align or match the mannerisms of the person to whom you’re
speaking. “Synchrony creates a positive, enjoyable experience,”
says Frank Bernieri, PhD, an Oregon State University psychology
professor. “When that kind of synchrony occurs with a single person,
you think they are charismatic.” He’s found that many speakers and
entertainers mesmerize listeners into synchrony in the timing of
their breaths, gestures and the rhythm of their speech, where they
“breathe and sway in tune with the speaker. It’s all about timing,
repetition and rhythmic cadence, raising amplitude at key points.
This is a craft, and you have to play the crowd like improvisational
jazz. The charismatic individual knows the gestures but also has the
innate ability to play any given audience.”

The Heart Has It

A great deal of research on charisma indicates the presence of strong
social and emotional intelligence. Leaders who are instantly
recognized as being charismatic immediately and deeply empathize
and connect with others, leaving their listeners feeling understood and
interested. When we experience this synergy with another person,
we tend to feel a magnetic pull to them. We’ve all known this with
lovers—he or she “gets us” as no one else ever has and suddenly
we’re drawn into a force field that feels much bigger than ourselves.
A charismatic leader naturally creates this same kind of electricity—
by genuinely caring and empathizing with whomever they’re speaking.

The Power of Words

“Charismatic people are essentially brilliant communicators,” says
Ronald Riggio, professor of leadership and organizational psychology
at Claremont McKenna College in California.

Dean Keith Simonton, author of the book “Why Presidents Succeed”
argues that America’s successful presidents used language rich in
meaning to shape charismatic personas. “Words with basic emotions,
sensations or visions, such as love, hate, greedy or evil, have a rich-
ness that connects with an audience,” says Simonton. “People don’t
have rich associations with abstract words. ‘I feel your pain’ has asso-
ciation, but ‘I can relate to your viewpoint’ doesn’t.” Abstract words
register on the intellectual plane, and must be translated into images.
Image-based words need no translation. “The most charismatic presidents
reached an emotional connection with people talking not to their brains
but to their gut.”

For instance, Franklin Delano Roosevelt, Ronald Reagan and Abraham
Lincoln used twice as many metaphors in their inaugural addresses as
did their less riveting counterparts.

In addition to words themselves, Cynthia Emrich, professor of manage-
ment at the College of William and Mary believes that leaders must
stand for something. “If the leader is attractive, but you don’t have any
clue where he or she stands, you can’t identify with him.” In other words,
he or she must have vision.

Indeed, out of eight theories of charismatic, visionary, and transforma-
tional leadership, eleven behavioral dimensions were noted. But only
one–visionary behavior–was represented in all eight theories. Visionary
behavior involves the articulation of “an ideological goal…that emphasizes
fundamental values such as beauty, order, honesty, dignity, and human
rights.” It has been found that charismatic leaders inspire extraordinary
commitment and devotion by including many references to history and
tradition; to their own identification with followers, as well as to shared
values and moral justifications.” This visionary leader stands for
something and inspires others to stand alongside him.

Your Own Charisma Factor

When you read about the qualities of charisma, how do you feel you
rate? Do you think, “Yeah, I’ve got it most of the time,” or do you
lament, “I’m not even close!”?

Muscles of charisma can be flexed. The first step is being willing to go
out of your comfort zones. If you’re on the lower-end of the scale, I’m
ready to bet that you are reserved and shy. Fear is acting on you:
fear of what others will think of you if your “break free”; fear of what
will be done to you; fear that somehow you’ll lose your identity. So,
question one: are you willing to stretch yourself out of your comfort
zones…to be the kind of leader people that can inspire others to do the
Chicken Dance? All kidding aside…do you want to be someone others
find so compelling that they actually make positive change? Because
that’s ultimately what a charismatic person does: inspires others to
change for the better.

Assess yourself daily on the qualities of charisma and find ways to
strengthen the muscle. Soon, you won’t just have loyal followers—
you’ll have groupies!

We’re down to the wire on registration for my powerful 2-day public
speaking training. We devote an entire evening to exploding your
charisma factor! It’s in less than 2 weeks. You can read about it here.

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