The Hindu Business Line : The heart of communication

Empathise, involve, and engage. These are the keys to connecting on an emotional level, says David Hill in Getting Heard, from Jaico (www.jaicobooks.com). The book, which is on `the science and art of effective communication', cites a quote of Benjamin Franklin thus: "Tell me, and I'll forget. Show me, and I may remember. Involve me, and I'll understand."

Empathise so that you can get on your prospect's wavelength, advises Hill. Speak your prospect's language, and engage him in a dialogue `about things that matter to him on a gut level'. The three keys are the heart of communication, urges the book.

"You may be able to knock out a memo or a letter in an hour or two, but conceiving the ideas at the heart of your communications will probably take longer — like a week or two. Ideas grow. They need time to percolate. Rumination is usually a prerequisite for inspiration."

Eschew spin, counsels Hill. Candour is preferable because "there are now so many people investigating everyone's every move that finesses and machinations are likely to be exposed." Therefore, forego spinning a.k.a. `image polishing'. Focus instead on communicating your organisation's character, exhorts the author. "Level with your target audiences. Be real. If you goofed, say, `We goofed.' Nobody's perfect. Imperfections can be attractive."

Ours is a hyperactive, interactive age, in which `one-way communications are dodo birds, gone geese, non-starters.' So, what should you do? Your communications should be dialogues, or conversations, `even if they're data sheets or direct mail pieces'. Why so? "Target audiences expect you to make it easy for them to respond and to pay attention to them when they do." Design, therefore, a feedback loop into your communications.

"If words are spark plugs, this word is the generator." Which word? Not `free' or `new', but `you'. It is the most compelling word, writes Hill. "You puts you on your target audience's wavelength. It says, `I'm going to talk about things that matter to you, as opposed to `we', which says the opposite." The word `you' is a signal to the audience that you've heard them, and `walked in their shoes'.

Plenty for those eager to communicate.

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