If both your mission and the communication around your mission aren’t clear and easy, you’re frustrating both yourself and your constituents. I’ve been saying this for some time now, but amazingly, I get more push back than you’d expect.
In the last few weeks I’ve had multiple conversations with new bloggers and non-profit organizations about fine-tuning both their mission and communication streams. My axiom has been: Be generous, Be helpful. Initially, everyone agrees, but when I move on to highlight that constituents want things easy, simple and clear, my audiences have appeared shocked. But my instincts are nevertheless true. Whether you’re a CEO, teacher, pastor, writer, therapist…whatever, your constituent’s lives are intensely busy, their concerns are monumentally large, and their time is magnificently short. If you want to lead them, you have to wrap your arms around your phenomenal mission and contract it into bite-sized chunks for your constituents.
Yet in so many industries (especially the church), the professionals make accessing the pertinent information hard for the populace. We don’t mean to, we just do. And I think I know 3 reasons why. See if you make these 3 mistakes while formulating your communication:
1. You’re A Intellectual Snob – You like demonstrating that you’re smarter than most everyone else so you use every big word you know and you employ the jargon of your scholastic guild. Whenever you can you turn your staff meeting, sermons, blog posts, etc…into your greatest hits from graduate school, you do. If that’s you, here’s a tip: The people you’re communicating with aren’t stupid, they’re just outside your field. They don’t know your field and don’t care about the intricacies of it. And, by the way, the sign of a truly smart person is the ability to explain complex things simple.
2. You Had To Learn It – Speaking to a physician years ago, I asked why resident doctors had to keep such long, insufferable hours which made them more likely to make medical mistakes. His response, “I had to do it.” This notion is at play in a great deal of communicators. Since they had to learn Greek & Hebrew (or whatever they had to learn in school to do a job) they come to think no one can be a good Christian if they don’t know. In reaction, they make sure that their audience is forced to know the ins and outs concerning the peculiarities of their field.
3. You Don’t Want To Communicate – Know one says this, but it’s true. I’ve been apart of organizations that thoroughly believed they were elite. In order to keep this ruse alive the organization must remain small. Therefore, the more esoteric and ethereal the communication the better. And guess what, when you don’t want the masses, they know it.
Each of these are killers. Over the next week, review your most recent communications and see if these communication killers are at play in your world. I know, they are too often working in mine.