I pride myself on thanking people. I see this as basic. Time and time again, though, I hear how rarely it happens.
Really, one of the most basic elements of community building: acknowledging each other. An element of “namaste”, of seeing each other at a deep level, of valuing each other. Appreciating everyone’s unique gifts and contributions.
So often, in the comms world, we focus on solving some problem. Once the solution gets executed, off to the next thing. All the work teams put into the resolution vanishes into vapor.
Perhaps the easiest action to take, and one that reaps rewards in terms of connection, yet so often forgotten.
Want to stand out as a communicator? Well, remember the “thanks”.
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Why is it so easy to fall into the negative?
To immediately assume the worst in others
Gossiping and slander
Embracing rage’s false power
Robbing our future, that one does
How do we build community?
When see our neighbor
As invoked evil
A few quick reflections…
- An easy, and dangerous, trap: selling to everyone! That kills sales, unless you’re already at a huge scale. Yes, Starbucks, Microsoft, etc, market to the planet. They didn’t start there. First they focused on a niche, on quality service. Build the relationship, the connection, a reputation for expertise and quality. When we find our gift, our marketing sweet spot, business will grow. Slowly but surely, growth. In Steven Covet lingo, when you focus on your area of influence, our area of influence grows. The
- I like feeling special, connected and cared for. There’s a cafe close to home where I talk with the owners, they ask about my family, they suggest coffees based on knowing my tastes. Clearly, they do a great job communicating appreciation to me. And I’ve become an evangelist.
- Marketing power comes with knowledge. Yeah, perhaps a bit cliche, but hear me out. First element: expertise. Whether it’s a specialized real estate niche, coffee and pastries, burgers…It can anything. Second: know thy customers! What do they like, what makes them happy, what they hate; you get the picture. Lastly, with both bits of power, build marketing tools to grow that connection. There are so many great customer/client relationship tools out there which let you build specialized communication plans. Spend time building out those tools, knowing them, using them to make your customer’s lives better.
That last line is the key: “make your customer’s lives better”. Every action needs to push that way, drive with that focus.