Plan your communication

Zachary Aldwin Milkshake in the boardroom
When it comes to personal vacations most people tend to take time to plan, right to the last detail. I have seen terrible office workers who have “no planning sense” when it comes to work, but are very good at planning their holiday trips to the majestic beaches of Mauritius. They will do so like an auditor goes through accounts.

They are so detailed, so thoughtful. Everything is taken care of, everything is sorted out: travel insurance, pineapple juice upon arrival, car rental, activity packages, and they have all the dining venues on a map. They schedule a different place for each night. Many people tend to spend more time and creativity planning things that are beneficial to them than their work.

When it comes to work related communication many people often just “wing it”. Just send an email. Just give him a call.

They just want to get the communication out so that they can check the box on the to-do list and get back to planning the big holiday.

I’ve found that when we plan our communication really well, we tend to have a lot of fun executing it, but when it’s merely about communication and just getting it done, it’s a drag! Remember the article on trade last week; communication is one of the most common things that we engage in so we should do it well and effectively.

Here is how to do things when it comes to mapping out a communication plan: treat it with the same emphasis as a vacation. The first thing on your plan should be the engaging introduction. The key word here is “engaging”. People are introducing each other all over the world right now. Different entrepreneurs are being introduced to investors.

I got introduced to 20 people last week at an inspiration talk downtown. With that many people, that many names, the temptation is to smile, wave and shake another hand. It has got to be engaging to grab the person’s attention and hold it. Plan the engaging introduction.

What story or question catalogue will make you memorable? What sort of email will grab the attention of the reader?

There are certain companies I love getting emails from because they are creative. They do not go for simple ones because they will not stand out in my inbox so they spend time crafting the perfect way to grab my limited attention.

Three-dimensional mailing
Everyone is doing things electronically, so when you mail something as a follow-up or an addition to the story you started in your introduction then you stand out.

If there’s a good message attached to it, even better. Real parcels on my desk excite me. A real letter can be re-read, carried around and exists as a physical reminder that you are there.

The ask
This is the simplest and most specific way that the person you’re talking to can be involved in what you’re doing and/or how you are offering to help them.

With this must come the clear and illustrative impact that their action will have. For Example, “You can fund our band on Kickstarter by giving here and sharing this link (it’s already in your inbox) on Facebook. When you do that, you’ll not only get a sweet band t-shirt for supporting our cause, but you’ll also get to come to our upcoming show where all proceeds go to the kids at Hope Academy to inspire them to dream big.”

What they want are funds and coverage. How and where, on Kickstarter and Facebook, What you get, t-shirts and tickets. Simple and clear.

The Follow-up
This is just checking in to show that I care about what we talked about and want to find out if you have any questions about “the ask”? Or how we can work together? Treat this like a follow-up after a first date. Don’t be awkward, over eager, or contact them first thing the next morning.

Let the romance marinade a bit, and then when you do follow-up, make it engaging! You simply cannot fizzle out at this stage; you have already opened well so maintain the same creativity you showed in your introduction.

The thank you
This is not just for people that accept your offer, or give to your cause, or invest in your company, or buy your product.

This is for people who have tolerated your last four attempts to engage, even if nothing came of it.

Naturally, the thank you grows as a deeper connection develops and more is done and achieved through the relationship.

Either way, the thank you is a big part of the communication plan. Only a fraction of the world writes thank you cards.

So the gesture puts you in the top 95th percent of people that they have engaged with.

Again, note the emphasis on engage, this is not some two cent mass generated card you pick up from the card bin at a stationary store. This is a well composed tribute to the recipient. Remember you may have to repeat the Ask and the Follow up a few times to get a response.

Some people delete things, throw them away and others simply forget. Plan your communication like you would do when you plan for that most luxurious vacation and there will be a lot more relationship successes.