Whether making a live presentation, having a meeting with a client or referral source and/or using the social media or e-mail, it is, to use the cliché, not what you say, but how you say it.
And according to career planning expert Randall Craig, how you say it is only part of the game; the other part is saying so your audience understands what your message is.
"It is easy to assume that everyone thinks precisely like you do. But they don't. They each wear their own thinking hat shaped by their own experience, education and training," he said.
His communication suggestions start with putting yourself in the shoes of your audience. Then identify and categorize the people you are speaking with or sending a message to. The next key is to understand their expectations.
Mr. Craig continued that you need to predict their reaction to you message. Finally, use words or phrases that have a strong positive or negative connotation with your audience.
Speaking of social media, a recent study by The Conference Board finds that 43% of the online community uses a social networking site, up from 27% one year ago. But it is not just the young folks who visit these sites. The Consumer Internet Barometer found that 19% of those 55 or over are users of a service such as Facebook, MySpace or LinkedIn, up from 27% one year prior.
Just under half of the women respondents and four in 10 of male respondents said they are users of social media sites.
Lynn Franco, director of The Conference Board Consumer Research Center, said, "Online social networks are more than just a fad among the younger generation. They've become an integral part of our personal and professional lives. They're an effective way to keep in touch with people, connect with friends and family, and network with colleagues.
"Social media will also transform marketing as we know it. They're powerful communication tools, and are becoming an essential part of successful marketing strategies."
When respondents were asked who would they like to have more interaction with, service providers ranked third in responses, 13%, behind celebrities and their favorite companies.
"Social media has transformed the way individuals connect and communicate with one another," says Anita Watkins, senior vice president at TNS, a market insight and information group with co-produces the survey with The Conference Board. "Smart marketers are utilizing this behavior to their advantage by setting up online communities in which consumers can freely interact, discuss and debate issues around products, services and brands in a natural way. Companies are listening in to these conversations and harnessing the power of influencers to co-create their marketing strategies."
For more information about Mr. Craig, visit http://www.PersonalBalanceSheet.com. TNS is part of Kantar, a research, insight and consultancy network. Please visit
