How a simple question will make your message so much clearer and stop the confusion
Transcript
Welcome back to “Irresistible Communication”.
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:Two minutes, one insight
on how to find better
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:words
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:.
Michael: Hey, I've just visited a business website, but then I
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:left it quickly because of the
utterly confusing messaging.
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:They were so overloaded with information
that you just couldn't find the point.
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:The business spoke about a
bunch of customer problems.
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:They mentioned a bunch of products with
a bunch of features, and then a bunch
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:of ideas that they are working on.
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:They elaborated on the company's
history, the mission, the vision,
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:fact, stats, awards, you name it.
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:Basically what they did was throw all
that information at you and hope that
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:something sticks, and essentially they
delegated the hard work of figuring
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:out what their core message is to you,
to their audience, to their customers.
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:And what a bad choice that is.
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:That's work you should never delegate.
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:Here's a great tool that
helps you avoid this.
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:I call it the pass along phrase.
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:After someone listens to you or
visits your website, what would
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:they pass along to their colleagues?
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:That pass along phrase is
always short and to the point.
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:It's never 30 features.
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:It's one or max two things.
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:Here's the thing: when you have
clarity on what you would like
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:them to pass along, you can arrange
your story to actually deliver it.
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:You can decide which info is essential
and which isn't, and how you need
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:to arrange it so that it inevitably
leads to that pass along phrase.
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:So what would your audience pass
along from your communication?
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:Keep lighting the path.