Strategies for communicating more clearly

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Here are a few interesting articles and blog posts I’ve read this past week.

The Feynman Technique

Kayleigh Moore discussed Nobel prize-winning physicist Richard Feyman’s step-by-step method of how to communicate simply and clearly for maximum comprehension.

1. Pick and study a topic.
2. Explain the topic to someone like a child who is unfamiliar with the topic (and at their level of understanding). Use simple language.
3. Identify any gaps in your understanding.
4. Return to the literature to understand better.

40 one-sentence communication tips

Josh Spector provides a collection of concepts to help you write, speak, and express your ideas clearly. Some of my favourites include:

• You can’t explain something you don’t understand and you don’t understand something you can’t explain.
• Use the words your audience uses.
• The main character in any story is the person you tell it to.
• Stating an opinion as a fact doesn’t make it one.
• Every word is a choice and every choice has a consequence.

You only need 200 words

Tim Denning from The Writing Cooperative wrote a piece called “Your Writing Can Go Viral Regularly with Only 200 Words.” There is a lot of great advice here on blogging, including “Make the first sentence or the last sentence of your post the headline.”

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Do you have any suggestions on communicating more clearly, or great blog posts and articles you’ve read? Let me know – contact@davidgargaro.com.

David

Instructions are worth the effort

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I occasionally get requests to edit copy decks (the original manuscript) and the final layout (websites, brochures, etc.). In most cases, the client wants me to ensure that the content in the copy deck is the same in the final layout. On occasion, a designer will input an error or something will get missed from transferring the copy deck to the final layout. There are times, though, when the client wants me to do the opposite because the copy deck is an older version and they want to update it based on what is now in the final layout (not sure why, but that’s their business).

Sometimes, the client does not clearly explain exactly what they want and somehow assume that I know what they want. This is where one can appreciate the value of instructions. Had the client taken the time to write a few simple instructions, it would have saved time in going back and forth via email to determine what is required. It would also prevent me from doing unnecessary work, which is coming out of their budget.

Of course, when a project is not clear, it is up to me as the service provider to determine exactly what they want before I start doing any work. When work is assigned during a phone call, I can ask questions and determine exactly what the  client wants me to do. It’s a bit more time consuming when work is assigned via email, and instructions are lacking or unclear. In this case, I have to either call or reply with questions.

Take the time to explain what you want, clearly and briefly, before a project begins. Instructions are worth the time and effort because the payback is worth more than the investment.

David Gargaro

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Are you communicating with your audience, or are you talking at them?

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How often have you read an article or sales piece that does nothing but try to promote or sell the company’s product or service? It’s similar to someone approaching you at a networking event and telling you about what they do without bothering to find out more about you and your business. The person and the written piece are talking at you, but they are not communicating with you.

You might ask, “How can a written piece communicate with me? It’s just words on a page.” That is a good question. Ask yourself:

• Is this article explaining something of interest to me?
• Does it show me how to solve a problem?
• Does it contain useful or interesting information?

If so, then the writer is attempting to communicate with you. The writer wants to pull you into a conversation.

Now, when the writer includes a call to action, he or she is now attempting to engage in two-way communication. The writer has provided you with something that interests you, and now wants you to respond to show your level of interest.

The person you meet at the networking event can engage you in a conversation, find about more about you and your needs, and then provide you with something useful or interesting to think about. The writer can do the same.

Tell me how you communicate with your clients – contact@davidgargaro.com.

David Gargaro

Staying in touch with clients

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I try to make it a habit to contact current and past clients at least twice a year (and more often for some clients). There are several obvious benefits, and some not-so-obvious ones:

1. It lets them know that you are still open for business and available for work.
2. It enables you to remind them of the past work you’ve done for them, which should be a good reason to work with you again.
3. It puts you on their mind when they are looking for someone to help with current and future projects.
4. It shows that you care about them and the success of their business.
5. It enables you to determine what your clients are doing.
6. It makes it easier for you to schedule new assignments into your calendar.
7. It enables you to determine whether your contacts are still with their current companies.
8. It ensures that you pay attention to the health of your business, which depends on maintaining regular client relationships.

How you decide to stay in touch is up to you, as well as how you remind yourself to stay in touch. Some people use software or personal planners – whatever works best for you is the best method.

Leave a comment if you can think of more benefits of staying in touch with clients – contact@davidgargaro.com.

David Gargaro

Exiting the abyss of one-sided emails

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Many email conversations with clients have no real conclusion (at least from my point of view). It’s an odd and disturbing trend, and I wonder if it’s common with other people in their email exchanges.

For example, a client emails a project with some instructions, and often an indication of the required deadline (it’s often urgent). I agree to complete the assignment by the requested date, and then email the assignment back. And then I never hear back from the client. (They pay their bills, so they’re not running off, and I do get emails for future assignments.) They don’t indicate that they are happy or unhappy with the work, they don’t say thanks… nothing. The conversation ends without a conclusion. When I follow up for feedback, they sometimes reply, but it’s not a guarantee.

I think that I need a new tactic, which is an old one. Conclude every email with a call to action. Ask the client to provide feedback on the work. Ask the client to respond with details. Ask if he or she knows of current or future assignments. Ask the client to let you know that they received the email.

To get a response to an email, initiate a response with a call to action. Don’t leave it in the client’s hands. It’s similar to a phone call – say something that merits a response.

How would you end your emails? Let me know – contact@davidgargaro.com.

David Gargaro

How many emails does it take?

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We’ve all heard the jokes, “How many XX does it take to screw in a light bulb?” Of course, it should only take one XX, but that’s not funny. The same can be said for sending email.

How many emails do you need to send to a client (or boss or employee or co-worker) to achieve your specific goal? It should only take one email to properly explain what you want or intend. If you need more than one email, then you’re either not explaining yourself properly, or you chose the wrong medium. Emails are not designed for prolonged conversations. State your point properly in your email, and you should get a specific response.

If the reader needs an explanation of your first email, then you either need to write a more complete email, or you would be better served by making a phone call (or having an in-person conversation). Person-to-person conversations enable you to give and take, ask and answer questions, determine what a person needs, etc. An email should produce a specific response, not more questions or uncertainty.

Put some thought into writing your next email. Organize your information in a logical manner. Make sure that you include all the details required for your recipient to understand your intent and provide a complete answer. Make your thoughts and questions clear. Include a clear call to action. If you think you need more than one email to achieve your goal, consider a different mode of communication.

If you (or your employees) need help with writing emails, let me know – contact@davidgargaro.com. I have a course for you.

David Gargaro

How to communicate with clients for greater success

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I came across some great information on communicating with clients for greater success. It is important to be clear in your communications so that your clients understand your points, which means that you will have greater likelihood of achieving your goals, whatever they may be. This information came from a seminar presented by Rick Spence (make sure to read his work – he’s very good). The tips are laid out in an easy-to-read top ten list. Enjoy!

10 rules for communication for greater success

1. Identify your target audience, and then figure out what you want to say. (Who are you talking to? What do you want to tell those people?)
2. Customize your message to your target market. (Don’t say the same thing to different groups of people – clients in different industries, general public, and CEOs respond to different messages.)
3. Introduce yourself and your message. (You don’t just start talking at people without telling them about yourself first. It’s polite.)
4. Be yourself – speak and write as naturally as possible. (This is so important! Too many people try to write like someone else.)
5. Use the word “you” in your messaging, as most people want to know what’s in it for them. (People care about their needs, not your needs.)
6. Use strong, simple language to ensure both comprehension and persuasion. (Keep it simple so that your message comes through.)
7. Tell stories instead of just relaying facts and figures. (People react to emotional messages more than factual messages. They like to read about what happened to other people more than the numbers behind the story.)
8. Stay on message so that each message reinforces the previous one. (Consistency is key – all content should be on point.)
9. Encourage feedback in all of your messaging. (Interact with your audience and ask for their input. They will be more engaged.)
10. Repeat your messaging as often as possible. (Repetition is the key to being remembered and to people buying whatever you are selling. Let’s not kid ourselves – we are all selling something.)

Do you have suggestions on communicating for success? Do you need help with your communications? Let me know – contact@davidgargaro.com.

David Gargaro

How often do you follow up with clients?

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I often check in with clients every few months when I have not worked with them for some time. I treat it like part of my marketing efforts, and it tends to pay off with a couple of new projects (either immediately or a few months down the road).

However, I was somewhat surprised (after reading an article) that I don’t often follow up with new or existing clients right after completing a project. I have not traditionally asked, “Do you have any other projects on the horizon?” or simply “What’s next?” I don’t follow up a week later to ask how they felt about my most recent work or would they know of any other clients who would have a need for my services.

I have been ignoring clients and projects who I have recently completed work for, which means a lot of missed opportunities to take on new projects and provide additional services. I did good work, they paid my invoices promptly, but I have not been taking advantage of this good will and my reputation for providing quality work.

Thankfully, I read this article on following up with your current clients and projects, and will be adding this tactic to my marketing toolbox. Every time I complete a project, I will ensure that I leverage the quality of my work by following up with the client within a few days. I will ask if they have other projects on the horizon, and keep my name and services top of mind.

How often do you follow up? Let me know – contact@davidgargaro.com.

David Gargaro