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Clear Communication Mission impossible By Liisi Toom The profession of communication specialists, communication strategists, public relation specialist or however you call it, has become a vital part of daily life. The fact of the matter is - clear communication is IMPOSSIBLE. Impossible in a sense that there is no way another person will understand you 100% the way you understand what your message is (read any paper on social psychology for example). I’d say it’s like an arrow - you might have to direct it completely to different direction so it would hit the target. Where are you going with it? So, the clear message is not actually about the message itself - it is about getting the CHANGE you want, an action you wish the other person takes or a way of thinking you try to design. This is how the advertisements we see hardly say, “Buy my product, it has this and that value.” Usually you see something that should make you want something that that product solves for you. Advertising has a bad representation for that exact reason, and I am happy to see it is changing. The new generation has zero tolerance for BS (what is BS? Urban dictionary tells you). Nice graph for that in The Oatmeal.com. By the way, Oatmeal has lots of fun comics that you can relate to (10 pros and cons of working at home vs. at work, etc). SO basically one sells best when just saying what it is about? Which means one should get the message out best when you say how things are for you, and what you wish to accomplish. Sounds right in my opinion. Say, I want you to buy my service. I’d go: “I am Liisi, I offer personal branding and communication management services to those who need to find, unite and present their skills as an expert or services/products as a company.” Now, though this is relatively clear to me, many people don’t know (and don’t need to) know what personal branding, communication management is or what does finding and uniting skills might mean in my opinion. This leads to the question of language. Learn the language of the people you (need to) talk to. I need to change the language and learn what do you call ‘personal branding’ or ‘communication’ or more importantly what I can offer you that I have and you need (and we just call them in a complete different way). And more importantly: understand that you don’t have to sell, just offer what you got. Coming back to clear communication, it equals not with sold product, change of heart and new behavior. Not always. Sometimes (yes!) others don’t need our product; they are happy with the service they get from another person and they don’t believe in your ideas and values. That’s okay. The clear communication of personal brands, aka who you are and what you have to offer. In social psychology (I am currently taking a course in it) one learns that we all create a different reality, are change blind and can create self-fulfilling prophecy. Completely mission impossible! So how is clear communication possible? Maybe it is about the definition of clear. We can never expect ‘clear’ to equal => how we see it. Clear communication to me means a form of expression where you are aware of what it is you present as YOU to others, taking into account the language others use and understanding the difference of realities and accepting that. That is why at the beginning of my personal branding counselling sessions (in Estonian) for entrepreneurs, they map their lives through skills, experiences, personal (life)style, but also how others perceive them. Out of that, we find the true nature and true wish with what to go on. This way the mission impossible becomes possible. Hope you enjoyed reading my thoughts. Do share yours! SSE Lisi Toom is Communication Consultant and Personal Branding Coach at Personal Branding Agency, Persoonibrändi Agentuur. Follow @liisi Connect Liisi Toom 28 Submit your Articles sales and service excellence essentials presented by HR.com | 10.2014


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