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Whenever you are interacting with another human being, there is a lot of loss of information. One of the things that “we” do, that I find really weird and interesting, is that “we” humans – we take a whole bunch of associations, ideas, experiences, meanings and we assign sounds and symbols to them, which we call words.
Then we send them back and forth to each other by vibrating our voice box, which vibrates the air and then it vibrates the inner ear of the other human. We decode these things and somehow – miraculously we communicate with each other. It’s miraculous that any of it gets across but the illusion is that most of it is getting across. In reality, almost none of it is getting across.
Let me repeat this one more time to make sure you really grasp it. Almost none of what you say to other human beings is getting across. Almost none! It’s that little.
Also check: How To Enhance Your Digital Products With Tangible Value (Part – 2)
Why Is This Happening & How Can You Benefit Out Of It
This is happening because what you are doing is taking all your vast experience – your meanings and condensing it down to a couple of words which then you are sending them out through vibration or online through some text (like the one you are reading now).
Then the other person has to take these words make a “movie” – in their head – out of them, using their own whole bunch of different experiences. Imagine that they’ve got a whole different set of things going on – in their head.
As a result, the “movie” they’ve got and the “movie” you’ve got when we compare them, will be very, very, very different.
What about if we start introducing ideas like:
Our ideas are so different about the meanings of those things, that we can’t even imagine how different they are. Yet somehow, the underlying drives to achieve those things – to avoid pain, to get pleasure in life – are very similar between us.
We’re very similar but at the same time very different. We want to think that everyone is the same or everyone is different…But in reality we are same and different – there is no easy answer.
When you realize this, you will begin to understand the need for crystal clear communication and clarity. You will have to do everything you can to drive ambiguity and confusion out of the mix. Here we’ve got two sets of ideas.
Most people would not think of words like “rational” and “logical” as been confusing and misunderstood. We don’t put those in the same group but when you’re trying to be rational and logical with other people while you’re talking about theoretical and abstract ideas, it is actually very confusing to the listeners.
Because they have to take these abstract ideas like value, relationship, pain – things that sound like they should make sense to everyone – we’ve got to try to figure out what they mean and we’ve to attach our own experiences and our own references to them. That leaves a lot to the imagination.
What I like to do is overlay this on my communication as a test, to see if what I’m talking about is really going to capture the attention and the heart of my customer.
How Do These Two Sets Of Words Can Be Used? How Can You Put This To Work And Create Content Products?
Well I’m going to start with a simple example. I was with one of my consulting customers, 6 months ago, and I was trying to explain him the difference between a common product ad and a lifestyle ad which places the product subconsciously using lifestyle pictures. At that moment he couldn’t really grasp what I was trying to explain to him.
While we were driving, we passed by a billboard showing photos taken using an iPhone 6. A very famous billboard campaign by Apple which promotes the quality of the photos and the lifestyle instead of the device. However if you’ve noticed these billboards always have the Apple logo and the iPhone words somewhere around.
The moment he saw this billboard – he instantly grasped what I was trying to explain to him all this time. It was like our minds synced and he told me that now he really gets it. Something happened in that moment – before which was while we were talking about it and debating it…it was like he didn’t really know that I knew what a lifestyle promo campaign should be like.
But after this moment we didn’t need to debate anymore, we didn’t need to converse about that. We didn’t need to talk about what would be a better choice. It’s like this is what is needed and now we both know it.
There is something about doing things in the real world, that allow two human beings to say – YES we are on the same page – and there is something about doing things in the mind and arguing about ideas and symbols and concepts that’s not like showing them the billboard.
When we are selling information we have to play a trick which is we’re using information so we can kinda never show them the billboard. Yet we still have to show them the billboard. The way that we do that, is we keep ourselves always focused on the real world. Everything need to be anchored to the real world.
Everything has to come back to something tangible – specific – external – measurable. If we can stick with those things that they are concerned about, that trigger irrational and emotional responses then we’ve got a lot of power. There is always something in the real world that the mind can use as an anchor, something that makes it tangible for real.
We never want to talk about abstract things by themselves. We want to avoid that when we are creating information products, content and coaching. What we want to do is keep them anchored to the real world, we want to show them the billboard.
Before going, don’t forget to read Part-2. Click Below
How To Enhance Your Digital Products With Tangible Value (Part – 2)
P.S. Do you have something to add to this? Please share it at the comments below.