A couple of years ago, I was presenting a campaign to a room of about 10 people. I remember how hard I had worked on the video elements, the graphics, the verbiage…hell I even choreographed how and when I was going to walk where! My hard work paid off…we developed a new relationship that day, BUT, for some reason I was not very satisfied with the reactions from the room. Sure all of the right things were said at the right time, they asked all the right questions and laughed at all of the scheduled moments…but I did not feel that they truly BOUGHT IN to my pitch. I knew that I was close, but there was something missing.
Maybe, just maybe I was using too much, formal, “ad speak”? Was I losing them in non-nonsensical, useless phrases and sentences? Apparently, YES I WAS! The next presentation, I used the same, exact style with just one little twist. I used normal, average, every day language. Hmmmm…how novel. It worked wonderfully. It felt better, was more engaging and truly resonated with the individuals I was presenting too.
I think one of the hardest things to do for professionals in any business category is to not speak above other people’s heads. Most of the time it is not done on purpose. But when you sit down, listen to yourself and really assess the language you use within your professional circles…I think you will find that you use terms that you really don’t need to use. Myself included!
Sphere of Influence, Call To Action, Contextual Targeting, GRP’s, “Demographically Speaking”, Top Of Mind, Brand Management, blah, blah, blah!!!!! Most of the time, here is what I am really trying to say.
“I can help you develop an identity for your business that does these 3 things…”
Notice I did not say customer or potential customer…it simply is a conversation with PEOPLE.
Ahhhhhh…that feels better and 99% of the adult population can understand me now!
Now, as a little homework assignment, I ask you…can you plug the three rules above into your presentations, your business products, or even into your relationships.
It’s as easy as 1,2,3! I think you can.