H2H Communications in 2016: Four Keys to Becoming a Better Communicator
I hope you are having a great year so far. Our attention span is short in nature, so let's get right to it. I call 2016 the year of H2H (not B2B or B2C) marketing. That is, Human-to-Human marketing. Let's look at four items we should think about this year.
1. People love a good story. How many times (even if you are not a football fan) did you hear the story of Brady versus Manning (playing against each other again) in the NFL playoffs? It was hard to miss. Yet, we bought into the storyline and watched. Another example of a good story...(see Star Wars: The Force Awakens)
2. People love to have fun. Why do you see so many people playing fantasy football or watching reality shows? It is a break from the everyday that many people need in our constantly connected world. It is fun and simple. Also, see the most recent release of Star Wars (dressing up, camping out, etc).
3. People love hype. It does not matter what it is...we seemingly cannot resist hype. The entire Trump campaign (I'm not offering my political thoughts here) continues to be incessantly discussed because—love it, like it, or hate it—we can't stop watching. And it provides entertainment value of what might happen next. Another example: Did I mention reviewing the success of the new Star Wars?
4. People love technology yet miss the personal touch. How many of us just want someone (when dealing with an issue/problem you have had with a good or service, travel etc.) to pick up the phone, handle our requests, get it right the first time, and save us time. I know I do. But, what we hear instead is "for faster service" visit us online. Note: this is CODE for "don’t call us...we are busy and if you go online we don’t have to staff as many people or talk to you."
Ok, there you go. My four H2H nuggets for us to think about this week. If you want to sell more, market better, and lead more effectively, you should consider your audience. Do you make other people feel part of the story? Adults are all "kids at heart" and at some level enjoy having fun and laughing. So…make business fun. Make others smile and enjoy the ride. This means you communicate with the human being in mind.
Also, focus on the hype your message delivers to all stakeholders. If you get people excited about what they are involved with...they will do things because they WANT TO...NOT...because they HAVE TO. And finally, be sure to include some element of the personal touch in all of your communications. The more you can bring the personal touch into the equation, the more successful you will be. Remember H2H is a key to success in 2016 and beyond.
Ryan T. Sauers has spent 25 years leading and/or consulting with printing, graphics, promotional and visual communications related organizations. Ryan is President of the independent consulting firm, Sauers Consulting Strategies, founded in 2010.
Key areas of focus of the firm include: sales training, marketing strategy, personal branding, leadership development and organizational change.
Sauers is a frequent national speaker and columnist. He has been recognized as one of the top 80 CMOs in the world and achieved the top designation of Certified Marketing Executive through Sales and Marketing Executives International.
Sauers is an adjunct university professor teaching leadership and communication courses to current and aspiring leaders. He is a Certified Myers Briggs, DiSC and Emotional Intelligence Practitioner (one of few in US to achieve all 3 rigorous certifications related to human communications, personality & behavior).
Sauers is working on his Doctoral degree in Organizational Leadership and hosts a radio show in Atlanta (Marketing Matters). He is author of the best-selling books Everyone is in Sales and Would You Buy from You? More info at: RyanSauers.com