Leaders Light The Path

PODCAST EPISODE

Never have confusing messages again

How a simple question will make your message so much clearer and stop the confusion

Transcript
Michael:

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.

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