Show notes
Most people don't consider the idea of creating value in their communication. So if you're doing this, obviously, you're not telling your customer "well, I'm here to create value in our communication," right? You're just doing it. You're adding value in the conversation. You're thinking about, "what can I say when I reach out to this person the next time to make this communication more interesting, more beneficial?" By doing that, you're going to create that in their brains and they're not even going to know why it's happening.
David: Hi, and welcome to the podcast. In today's episode, co-host Jay McFarland, and I will be discussing creating high value communications. Welcome back, Jay.
Jay: Hey, David, once again, great to be here with you as we talk again about a topic that I know in my business career, we probably haven't had this conversation a lot.
Communication is just something that happens. And it may depend on whether you're old school or new school. Old school, we're just making phone calls and picking up the phone. And that's high value communication. And if it's new school, we're texting and emailing. And that's the extent of the thought process.
David: Yeah, and I think the adjective here, the high value part of it may be what we're bringing to the discussion today. Because you're right, communication in business is expected. It comes with the job.
Mm-hmm.
And we're always going to be communicating. But the fact of the matter is that particularly now, as people are more and more likely to skip over communication, if they don't like what you're saying or if they don't feel like it's worthwhile to them, it becomes more important for us to ask ourselves "am I creating value in this conversation?"
Am I creating value in this email, this text, this phone call, this podcast, right? Because if we're not communicating value in the discussion, then we're doing our listeners a disservice. We're doing whoever it is that we're calling a disservice. Whoever we're emailing, we're doing them all a big disservice.
So, If we consider the idea that we need to be engaged in high value communication as much as possible, it will very likely change what we're saying at any given time.
Jay: Yeah, such a great point. I think that most people now are engaging these new technologies that make the communication part automatic, right?
Like drip campaigns, newsletters, automatic texting or whatever. So that part of the equation is fairly easy to implement. But then the real question, as you're bringing up, is if I'm not providing value in that communication, I am training the customer or the potential customer to block me out.
Because that's the other thing that's so easy. It's so easy to automatically communicate. But on the other end, it is so easy for me when I hit delete in my messages. It says, do you want to block this sender? And that's it. It's done. It's over. So that's why you want to focus on that word value.
David: Yeah, and particularly now when people are using AI to help generate communications. And my belief is that's going to cause a lot of communications to start looking like other communications.
Mm-hmm.
And everybody's going to be saying pretty much the same things. But if you are operating with the intent of creating value in the communication that's going to be a component that you might be adding that other people aren't going to be adding into their algorithm, whether it's with AI or whether it's what they're doing themselves.
And you also raised a great point, which is the idea of if you're not doing this, you are training people essentially to ignore you. And wow, that's not what we want to train people to do.
Jay: Right. my email service now,
David: Hi, and welcome to the podcast. In today's episode, co-host Jay McFarland, and I will be discussing creating high value communications. Welcome back, Jay.
Jay: Hey, David, once again, great to be here with you as we talk again about a topic that I know in my business career, we probably haven't had this conversation a lot.
Communication is just something that happens. And it may depend on whether you're old school or new school. Old school, we're just making phone calls and picking up the phone. And that's high value communication. And if it's new school, we're texting and emailing. And that's the extent of the thought process.
David: Yeah, and I think the adjective here, the high value part of it may be what we're bringing to the discussion today. Because you're right, communication in business is expected. It comes with the job.
Mm-hmm.
And we're always going to be communicating. But the fact of the matter is that particularly now, as people are more and more likely to skip over communication, if they don't like what you're saying or if they don't feel like it's worthwhile to them, it becomes more important for us to ask ourselves "am I creating value in this conversation?"
Am I creating value in this email, this text, this phone call, this podcast, right? Because if we're not communicating value in the discussion, then we're doing our listeners a disservice. We're doing whoever it is that we're calling a disservice. Whoever we're emailing, we're doing them all a big disservice.
So, If we consider the idea that we need to be engaged in high value communication as much as possible, it will very likely change what we're saying at any given time.
Jay: Yeah, such a great point. I think that most people now are engaging these new technologies that make the communication part automatic, right?
Like drip campaigns, newsletters, automatic texting or whatever. So that part of the equation is fairly easy to implement. But then the real question, as you're bringing up, is if I'm not providing value in that communication, I am training the customer or the potential customer to block me out.
Because that's the other thing that's so easy. It's so easy to automatically communicate. But on the other end, it is so easy for me when I hit delete in my messages. It says, do you want to block this sender? And that's it. It's done. It's over. So that's why you want to focus on that word value.
David: Yeah, and particularly now when people are using AI to help generate communications. And my belief is that's going to cause a lot of communications to start looking like other communications.
Mm-hmm.
And everybody's going to be saying pretty much the same things. But if you are operating with the intent of creating value in the communication that's going to be a component that you might be adding that other people aren't going to be adding into their algorithm, whether it's with AI or whether it's what they're doing themselves.
And you also raised a great point, which is the idea of if you're not doing this, you are training people essentially to ignore you. And wow, that's not what we want to train people to do.
Jay: Right. my email service now,