While I was conducting a seminar in Connecticut this past week, I was asked a very interesting question by one of the attendees: “When you have a lot information to present, how do you keep the audience focused on the critical information without losing their interest?”
In the world of training, we choose our visual aids wisely. It’s been said: “What people hear, they forget. What people see, they remember.” Good advice, but what if we put too many visual aids in a presentation? Wouldn’t our audience become numb to what they are seeing?
In the world of selling, we choose the benefits of our solution wisely. Benefits reflect specific value to our clients, focusing on exactly what the client wants our solution to do; not what we like best about our solution. If we bury our clients in features that are irrelevant, or advantages that are meaningless, aren’t we actually devaluing the recommendation we are making?
That leads me to a rather personal issue. What about how we use social media to communicate with our clients and friends? Facebook, and LinkedIn are wonderful tools, but how many of us have cursed the day when we’ve accepted a friend request from a good meaning acquaintance? We find out that this acquaintance has decided to use this social media site to inform us of every bike ride, walk in the park, or morsel of food that enters his or her mouth? We move through the stages of frustration, irrelevance, and eventually “hiding” every communication these people post. Sadly, because of the inundation of information, we’ve shut them out and we may miss an important piece of information they may post.
And therein lies the problem. Today marks the two-year anniversary of the BLArticle®. For 104 weeks in a row, a BLArticle® has appeared faithfully on its website. With well over 1,000 visits a week, this hybrid form of communication has allowed me to reach out and communicate with my friends, clients, colleagues, and countless others.
Fear not! The BLArticle® isn’t going anywhere, but after dispensing advice to so many, it’s time for me to take my own advice. When we over-communicate, we run the risk of numbing our audience to our message, devaluing our message, and ultimately posting information that will never be seen.
One of the greatest gifts that you, my readers, have given me, are your posts. Those posts tell me that you care, you’ve connected to a message, and that the message mattered. However, you have not seen the dreaded “unsubscribes” from well-meaning people. They almost always list the same exact reason for their decision to leave – the frequency of delivery. Many of us receive dozens, if not hundreds, of emails in a day. One more email a week, for many, appears to be too many. The fact is, posting a weekly BLArticle® creates a risk of over communicating.
Therefore, on this illustrious anniversary, BLArticles® will be posted every other week on an experimental basis. Some have told me: “I wake up on Fridays, and I look forward to reading those BLArticles®!” My response: “Hang in there, grab another cup of coffee, drop by the BLArticle® site, and dig into some BLArticles from the past. But remember the reason for this change and perhaps you can apply this thought to your world:
“Emphasize everything… emphasize nothing.”
See you in two weeks!
Awww, Bummer! I truly do look forward to Friday’s BLArticle! Even when I don’t have time to read it right away, I know it is a click away.
Hi Rob !!
I like the new plan of every other week. Thank you for sharing your ideas and enthusiasm!!
Neil
Interesting observations, Rob. I used to post a monthly article and learned that wasn’t “frequent enough” — now I offer that PLUS a daily tip (usually 1-2 sentences) — after all, who doesn’t have time for 1-2 sentences? 5 times a week, you might ask…
The most important lesson I’ve learned is to give my subscribers control over what they receive. They can check only the boxes (categories (and frequency)) they’re interest in.
Hoping this info helps you with your experiment.
Hey Rob,
Great job with the BLarticle. I have enjoyed it each week, but your rational makes sense to me. Now it will be a pleasant surprise when it arrives every other week. Look forward to it!
Bob
As always you hit the nail on the head Rob. I expect I have missed a view great Blogs knowing they come weekly. I will be far mor likely to read all with the reduced frequency
Just to make sure it’s not lost on you– I have forwarded at least 6 BLArticle this year to my sales team. Especially in the sales series you wrote about empathy, verbal/non-verbal etc.
Thanks for your efforts– they are valued by me!
Best, CT
ROB – WHEN YOU WANT TO GET SOMETHING DONE – GIVE IT TO A BUSY PERSON!
HOWEVER, IT’S POSSIBLE THAT THAT ‘BUSY’ PERSON CAN BE – ‘TOO BUSY’!!
WITH ALL THE SEMINARS YOU DO, TEACHING, TRAVELLING, ADMINISTRATIVE DETAIL, WRITING SEVERAL BOOKS, BLarticles, T.V.SHOWS, FAMILY, THE NATIONALS, THE REDSKINS, THE NBA, THE OLYMPICS, ETC.,ETC. – IT’S POSSIBLE THAT YOU JUST HAVE TOO MUCH ON YOUR PLATE !!!
I THINK IT’S TIME TO ‘CATCH YOUR BREATH’ – AND AS MUCH AS YOU LOVE TO DO YOUR GREAT BLarticles – MAYBE IT’S TIME TO ‘SLOW DOWN’ A BIT.
YOU KNOW – ‘YOU CAN’T TAKE IT WITH YOU……’
I HAVE A FEELING THAT’S WHAT’S HAPPENING HERE.
MAYBE OUR LOSS…..BUT YOUR GAIN.
J.M.
“C.T.”