When preparing to communicate too many people focus on themselves, their business, their product.
This is true for pitches, meetings, speeches, presentations – even every day communication like phone calls and e-mails.
By focusing on yourself, you immediately create an unnecessary barrier to building a connection.
A limiting factor to you getting the action you want from your communication.
I know from experience how frustrating this can be.
Years ago, I worked for one of the world’s biggest communication agencies and – ironically - our pitches were not very good.
They were undermined by beginning with numerous slides about how many staff we employed and how many offices we had in the United States.
Don’t make the same mistake. Don’t allow your communication to be so self-centred.
Instead, when communicating always:
PUT YOURSELF IN THE OTHER PERSON’S SHOES.
Think about what it is they want or need. Remember: It’s not me, it’s you!
This will help you to connect with the other person quickly and get the action you want from your communication.
Some examples of mistakes people frequently make and how to turn your self-centred message into a ‘In their shoes message’:
You are pitching to investors
Self-centred: “My business is great”.
In their shoes: “This is how my business will make you money”.
You are advertising a product
Self-centred: “We think we have a brilliant product”.
In their shoes: “Your life will be made easier if you buy this product”.
You are a politician fighting an election
Self-centred: “My policies will make the economy stronger”.
In their shoes: “You will have more money in your pocket”.
You are leading a team meeting
Self-centred: We have a new business strategy I want to brief you on.
In their shoes: We are going to grow our business, make more money and enjoy it.
Ask yourself what their problems are, what their goals are and how you will help them.
This might be at a business or organisation level, but most people also have bosses to satisfy or targets to meet so, if you make them look good they will be more likely to take the action you want.
Then, focus what you are saying around them and their challenges.
This doesn’t mean you don’t talk about yourself but that you focus on how YOU will HELP THEM.
Former US President Franklin Roosevelt directed his speechwriters to always “Translate every issue into people’s lives”.
This helped him to take the lead on America’s response to the Great Depression. This brought him to national attention and catapulted him into the White House.
I’m not saying putting yourself in the other person’s shoes will see you elected president of the United States, but it will help your communication secure the action you want from your audience.