This is not a White Paper! White Papers pretend to be unbiased.
This is an edited copy of a post from May, 2016
by Ted Steinberg, Co-founder
The 3 C’s of how everyone communicates are:
- The Context of The Communication = where the communicator is coming from. (The recipient picks up on this. We do not need to tell them, nor should we, unless we want to sound ridiculously terrific.)
- The Concept of The Communication = the rationale for why we are communicating with them. (We need to tell them why we are doing this, no matter what, unless we have something to hide.)
- The Content of The Communication = the stuff, details, features, benefits, opportunity, etc. we are communicating, which we want them to know. (Less is More! The less content the better, and eliminate the self-congratulatory phrases and put the product superlatives in the trash where they belong. Save the plaudits about your company for the recipients to decide upon. Customers like to sell themselves.)
Only Two Contexts of Your Communications.
Understanding The Context of a Communication, While DebunkingWin:Win.
There are only two contexts for how you hold your communications with customers: 1 = “You And Me,” 2 = “You Or Me”.
FYI, You and Me is not Win:Win, and You or Me is not Win:Lose. The context of a communication (written, spoken, video, web, display, etc.) is only dependent on how you hold (take) whatever you get from whatever is taking place with customers, before, during, and after, any interaction with them. You And Me and You Or Me are 100% dependent on you and your take, and 0% (zero percent) dependent on the other party’s take.
Win:Win is a 50/50 dream where things are supposed to be equal. Business is give and take, and rarely do both parties feel that things are equal at any given moment when they might be examining their feelings about the relationship at the same time or other times. If you believe in Win:Win, good luck, because it’s nothing but an over-used buzzword: over-used, yet rarely experienced by either party. The beholder’s real world is their own world.
The context of You And Me, or Your Or Me, is a choice. Since the only person who can control your choice is you, don’t waste your energy on trying to make the other person conform to your belief system, for which the initials are inevitably revealing. Thus, the choice to accept or resist is always yours to make, since you are always the beholder of how you hold (take) whatever is happening.
What is The Context of Your Communications & Sales Activities?
What do you primarily want customers to do for you?
- Do you want them to buy from you? Yes. Maybe. No.
- Do you want them to Accept & Acknowledge you? And be your friend? Yes. Maybe. No.
- Do you want them to Understand you? And what you have to say? Yes. Maybe. No.
- Do you want them to Agree with you? Yes. Maybe. No.
- Do you also want them to do business with you? Now and in the future? Yes. Maybe. No.
What do you primarily want to do for customers?
- Do you want to sell them? Yes. Maybe. No.
- Do you want to Accept & Acknowledge them? And be their friend? Yes. Maybe. No.
- Do you want to Understand them? And what they have to say? Yes. Maybe. No.
- Do you want to Agree with them? Yes. Maybe. No.
- Do you also want to do business with them? Now and in the future? Yes. Maybe. No.