RELEVANCE. What a wonderful word. There is so much noise in our world today, that it can be difficult to find relevant information.
Try to think about this when talking to people in business. It’s amazing how often people, prepped with their presentations, talk about something that is totally irrelevant to the audience. Many people are scripted without regard to the relevance of what they are reciting to the needs of the people listening.
How do you to become more relevant?
- CARE — First, you have to care to be relevant. Seriously, a lot of people don’t care whether they are relevant or not.
- DON’T PRESUME – Listen. Then, ask clarifying questions if you are not sure about the issues at hand.
- VALIDATE – Outline your understanding of the situation and ask for validation.
- STORY TELLING – Make your points through story telling in context of relevance to the audience. Whenever possible use words and phrases initially used by those listening.
By being relevant in a business setting, or any other setting, you will rise above the noise and catch the attention of the people you are trying to reach. I know I find it refreshing when someone reaches out to me with information that is truly relevant to me.
While all the disciplines of marketing tries to get relevant messages out to their target audiences, it’s amazing how many of us don’t make any effort to be relevant in our in-person communication.