Posted on July 17, 2017
The ability to form clear, persuasive communication is a skill that most marketers would certainly like to think they possess.
But being able to speak to your audience in a manner that causes them to listen, pay attention and follow your lead is not achieved by accident. Instead, it can only occur when a clear plan and careful language come together in a perfect blend.
Whether you are trying to convince your boss of a more efficient way to run your department or persuading a group of IFAs to promote your product, the approach required is exactly the same. And it owes a lot to the principles of effective negotiation.
Adopt a ‘negotiation’ mind-set
Have a clear set goal
What do your want to achieve? Define your desired outcome and visualise every detail.
Ask the right questions to the right people. In negotiation you must know exactly the right questions to ask to gain the most relevant and useful information. And communicating through email, letter or promotional copy is just the same.
When we use language, we talk using different levels of specificity ranging from small detail to the very abstract. Abstract questions can often work better in negotiation as they prompt your audience to visualise the bigger picture. For example, asking a business client “what do you aim to achieve?” when discussing an upcoming project, will cause them to visualise the intent behind it, therefore mentally breaking down the steps required for success.
Use the right language
Conflict arises when you communicate using language that is different to the way your audience thinks.
For example, when speaking to a group of insurance brokers there is no point starting the conversation with how amazing your brand is, or listing the numerous awards that you have won. Instead, you must clearly articulate the specifics of how you can help them grow their business and find the solutions to make their clients happy.
Also, when targeting a professional investor as opposed to an inexperienced one, your language will need to reflect their different levels of knowledge, experience and understanding.
Understand your audience
It is so important to understand how your audience thinks, in order to communicate effectively with them. Abstract thinkers, needs to understand the bigger picture behind what you are trying to sell, so your tailored communication should consider ‘what is the main purpose?’, ‘how will it be of benefit?’ and ‘what is the intention?’ Whereas others cannot be swayed without knowing the specific, minute detail as a way of gaining understanding.
Communication as financial marketers requires careful consideration and a combination of both abstract and detailed language.
At Talisman, we develop communication strategies for our financial sector clients that help to negotiate the delivery of key messages to your target audience.