Communication comes in so many styles! I was working with a client recently, who is highly experienced with a specialist area of expertise. We were working to create his company overview or capability statement. Essentially this is the resume of his business. Through the process of him explaining the technical areas of his business and me simplifying the wording and including some emotive language to elicit positive feelings in his readers, I was reminded how complex communication really is. Effective communication needs consideration of content, context, and delivery. There’s no one effective way to communicate in business.

Looking at my client’s example.

  • Without explaining complex processes using basic language, potential new clients may be baffled by industry or profession specific terminology.
  • Without emotive language and descriptions, specific feelings and imagery may not be elicited in the reader.
  • Without professionalism and expertise demonstrated, there will be no credibility.

So what does this mean for you? Truly being a good communicator requires adaptability in communication style. Strong social and emotional intelligence, that is, being aware of the impact your communication has on others and how they are reacting to you, is vital. Then, making changes on the fly if direct communication is happening, to ensure your audience* is engaged and finding meaning in what you are saying.

Meeting communication

*Audiences could be a single customer, a friend or family member, colleagues, your target market or a room of 2000 people.

 No-one wants to feel stupid, or bored, or that they’re being given irrelevant information. In the depths of the information age, we tend to be selective with what communication we allow to penetrate our brains. When communicating next, think about whether you,

  • Knew your audience
  • Chose an appropriate approach
  • Assessed your impact
  • Adapted if need be

Make your communication efforts transfer meaning to your audience.

Professional presentation