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In many cases, the end of the year gives you time to step back and take stock of the last 12 months. This is when many of us take a hard look at what worked and what did not, complete performance reviews, and formulate plans for the coming year. For me, it is all of those things plus a time when I u...
Reading Between the Lines is for Dating

Looking at a friend of a friend's website. I spent 30 minutes and was still scratching my head about the value the biz provides.

I found claims for improved performance, increased revenues and just plain super duper business results. Statistics and name dropping. Every popular buzzword right there on the Home Page for all to see.

But I still didn't know what they did. I had to dive into the product pages. I wonder how many other visitors would spend the effort?

The point of communicating with an audience is to share relevant information quickly and clearly. Forcing your audience to read between the lines, thinking they'll take time to decipher your message, is a bad idea. Unless you're actually trying to create mystique. 

When communicating - for business or for personal reasons - state your truth, clearly and simply. State your value, the thing that makes you different, the reason people buy from, or work with, you. Don't make your audience do the work - that's your job.

So why all the ambiguity?

  • Fear of exclusion. Often 'fuzzy' communicators are afraid to take a stance for fear of being excluded from a deal or a potential customer by saying too much. They play coy and hide in ambiguity, letting their audience draw hopefully positive conclusions as they cast their nets far and wide.
  • Unclear vision. Other nebulous communicators simply aren't sure of who they really want to be. Sometimes they are in transition, holding onto the old while seeking the new. They split the difference to avoid upsetting anyone, and communication pays the price.
  • Trying to be something to everyone. Sometimes the company is spread too thin, trying to do too much. In the attempt to communicate so many things, clarity is lost. Or worse yet, the company talks about everything and anything that might relate to what it does. Everyone ends up confused - and trying to read between all the noise.

We play coy when we're uncomfortable, unsure, not wanting to say the wrong thing. Like when we first started dating in our teenage years. We didn't want to be dismissed because of something we said, so we kept our dates guessing, letting them draw their own conclusions.

Forcing your audience to read between the lines and make assumptions is a poor communication strategy.  You'll be a lot more successful by being clear and concise than by keeping your audience guessing. Or worse yet, leading them to assume you're something you're not. 

Read the original blog entry...

About Rebel Brown
Rebel Brown guides organizations and individuals to harness the power of their minds to step into their ultimate potential. A masterful agent of change, for over 25 years Rebel Brown has inspired, coached and empowered individuals and businesses to unstoppable performance and results. As a recognized market strategist and turnaround expert, Rebel guided over 200 global organizations to step beyond their status quo perspectives to create profitable market advantage. She also worked with US and European venture firms to successfully fund and launch their portfolios. She also ran a consulting practice in Paris for three years, working with European clients. Fascinated by the power of our human minds to limit ourselves and our business results, she began her study of neural science. Her core question was simple. What could we do if we had no limits? Today, she brings the power of neuroscience to business (NeuroBusiness),fueling limitless thinking that drives powerful bottom line growth for her executive and corporate clients. Rebel’s work has been featured in media including First Business TV, Forbes, Inc, Entrepreneur, Business Insider and Business Week. She is a Vistage International speaker and workshop leader as well as NSA speaker. She’s also been named one of the Top 100 Women in Computing. Rebel is also the founder and director of the Unstoppable U Foundation, a non-profit program committed to guiding kids to know that they are born to be Unstoppable!

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