What is it like
being on the other side of you?
Today I met a brilliant communicator. Steve was a flight attendant for Southwest Airlines and he was amazing. He had the arduous task of getting a full flight of passengers to listen to safety information they have probably all heard before, but needed to hear again. Before Steve started his safety presentation he said, did anyone lose this item? I was getting ready to put my headphones in so I could tune him out and focus on something more interesting but I stopped and looked up.
All I could see was another flight attendant holding up the demonstration seatbelt. Steve quickly said, “just kidding that was a cheep ploy to get your attention.” It worked. It was one of the best information and safety speeches I’ve heard in a long time. It’s also the first one I’ve paid attention to in years. The entire message was laced with humor and quick wit along with the federally regulated message that needed to get across to the audience. Almost everyone on the plane was engaged, listening and laughing.
All great communicators have one thing in common. They know how to connect with their audience. If I have information that is important for you to know it is my job to adapt give it to you in a way that connects to you. Just like Steve did for me and all the other passengers on board our flight.
I understand that when you are marketing or branding yourself or your company it’s important to have a distinct and consistent way of getting your message out. You will not be all things to all people but you will attract a “tribe” or following.
However, communication isn’t marketing. Communication is about getting into someone else’s world and transferring information in a way that is relevant and accessible to them. It’s not about the person who has the information. You all ready know.
Next time you need to communicate, whether it’s new information or something people have heard many times before (like your mission and vision) look for ways to connect. See and hear it from the recipient’s point of view. Do you know what it feels like to be on the other side of you?
