Every Tuesday, sales expert Andy Bounds shares his top tips to improve your sales and communications. This week’s is…
I am here for your comfort, but primarily your safety
I have flown a lot during the past couple of weeks. And, every time, I’ve heard a flight attendant say “We’re here for your comfort, but primarily your safety”.
This repetition has lots of good points – it reinforces the message; I get a consistent customer experience; I really understand that safety is their number 1 priority…
… But, because the words are identical, they begin to have less impact on me. After all, if I’ve heard it tens of times, the attendants must have each said it hundreds of times. Can they really mean it with the same passion every single time?
We can learn from this. We want to continually reinforce key messages until they stick. This means repetition is important. But, we must do this in a way that continues to trigger a response in our audiences. Saying the same thing again and again can become boring…
There are many ways to add variety whilst keeping the core message intact – use different communication channels, change your visuals, use different phrases, ask other people to deliver the messages, get people to discuss the messages in groups, and so on.
You don’t have to do all these, of course. But, when we continue to robotically use the same words all the time, they can often lose impact…
Identify messages that you continually repeat to others. Ask yourself whether this is the best way to reinforce them. It could well be that it is but, if it isn’t, vary your approach to be as interesting, memorable and actionable as possible.
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