The Hidden Edge

This week, I was reminded of a vivid conversation I had with Steve Graham of White Bears

http://www.whitebears.co.uk/fe/htm/01/01.01.asp.  

We were discussing the ‘plagiarism’ of Dr Albert Mehrabian’s work and his often misquoted study of accepted meaning from the way we communicate. 

http://en.wikipedia.org/wiki/Albert_Mehrabian

His oft-cited research suggests that only 7% of the message we receive while communicating with others comes from the words that are used.  Only seven percent!  This means that 93% of the message comes from body language (at 55%) and tone of voice (at 38%).  I have heard, as a post script by almost all presenters, myself included in times gone by, that even though words make up a mere 7%, they are still important!

I have mulled over this and wonder why we should make such a statement.  Then Steve drove the message home (in a phone call as it happened!)  It is not the message that is heard or seen it is a perceived meaning that is heard or seen and the consequence of that. 

Now, Mehrabian’s research was undertaken and published in the 1970s!  Yet so much of our communication now is no longer face to face – the 2.0 era is upon us.  We communicate regularly via email, Blogs, Facebook, My space and text.  There is very little opportunity to ascertain the meaning of what is being said from body language and tone of voice.  No wonder we end up wasting time and energy correcting a misconception from a slightly mis-worded email – 93% of the meaning that we have been used to using is lost!

So getting the content right using these new communication channels has got to be crucial, but so too will be getting the tone right and … I guess - the body language.  The words and the punctuation you use are paramount in offering the right tone of voice, but how do we now communicate body language? 

I am looking for great examples of written communication that makes use of body language to get the meaning of the message across.  In the meantime have a listen to this:

http://www.youtube.com/watch?v=BnejNGprm3I

And if you have any suggestions and/or links please do list them here:

http://www.youtube.com/watch?v=TGDQ85Dg-ss  

One of the most powerful things I have read about is the sales team in an envelope theory.  I do believe it came from Dan Kennedy, American Guru of the No BS fame.  http://kennedy-kimble.com/secret.htm  

As we know, people like to read about things in different ways, so when sending out a direct mail shot you could do worse than consider the following aspects of a brilliant mail shot from Tony Robbins another very wealthy Guru in his own right.  This mailshot was actually part of a direct marketing campaign and there were other aspects to it that are also significantly important to consider so I will start from the beginning. 

Word spread like wild fire about a free Anthony Robbins book that was being given away, called Notes from a Friend worth £5.99.  All you had to do was to apply for it on line. http://www.anthonyrobbinseurope.com/tony-robbins.htm?gclid=CN-lp-7QyI4CFQQdEgodzxvNwQ  

The book was duly received with some details about the next and final Anthony Robbins seminar in the
UK entitled Unleash the Power Within.  I read the book and shortly afterwards I received a phone call from ‘Jim’.  Jim introduced himself as my personal contact on the Anthony Robbins team and did I enjoy the book?… And would I like to book for the four day seminar in October?  I naturally gave the usual fob off – ‘I’m still thinking about it’ – but to be honest it was true!  I wanted to go but thought it was a little pricey. 

Shortly after I received THE mail shot.  In it was a sales letter addressed to me.  There was a posh brochure with some more details about the seminar, some testimonials and a photocopied article from a newspaper.  This article was written by a journalist who had been to an Unleash the Power Within seminar.  Prior to his adventure he had (like me) been sceptical about the Walking on Hot Coals activity.  His scepticism was increased when he was asked to sign a disclaimer for any damages that may be sustained during the course of said fire walk.  But during the seminar he had listened to the master and like 10,000 others, decided to throw caution to the wind and go for it.  The delight of being with said 10,000 who had conquered their fear too, was unimaginable.  He was so glad to have done it. 

Now – don’t get me wrong.  Whilst I did go to this seminar, I didn’t walk on hot coals!  Not because I thought I would be hurt but because I didn’t need to walk on them to know I have the courage to change things I want to.  However, it was this piece of copy and the subsequent phone calls from Jim, my personal conduit to Anthony Robbins that convinced me to sign up for the Unleash the Power Seminar. I knew then, that I could learn something. 

The key message is that if you are considering a direct mail campaign, do think of it as a camapign, not a one off exercise and make sure that you include in your envelope items that will engage all reader preferences.  Think about the objections that your customers raise and put together something in print that will negate those objections preferably from one of your customers – not you.  You might like to include a keep-sake of some description – in Robbins case there is The Book.  What could you use that is tactile and will benefit your potential client base?  For further ideas you might like to go to http://www.rtpromotions.co.uk/  

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Who Moved My Cheese?  Dr Spencer Johnson writes this parable in the similar format as his other best seller, The One Minute Manager.  Whilst I had been a little sceptical about buying this book – I did find it in Oxfam for £1.99 and now felt that it was worth the investment risk!  ;0) 

I have read some very interesting stuff on managing change but what I did like about this parable is that it is: – a parable.  Therefore it gives the inherent problems with change; denial, resistance, dissatisfaction and action; a whimsical language and point of reference for groups of people facing such a challenge. 

There are three parts to the book; a preamble where a school reunion takes place, the telling of the parable itself, then the evaluation of the same with each member applying the learning points to different scenarios.  Whilst it might be tempting to skip the last part – stay with it.  It is the most valuable – at least for pragmatists like me. 

There are four characters in the parable; Sniff, Scurry, Hem and Haw.  Each takes one of the combinations of being ready/not ready and willing/not willing.  Able doesn’t seem to come into it as those who are both ready and willing will overcome ability obstacles.

All four find themselves happily at Cheese Station 3, a prosperous location within a Maze with a seemingly endless Cheese ‘source’.  It is worth noting, here, that ‘Cheese’ is the collective given to all things that you want in (and out of) your life.   Alas the Cheese runs out at Cheese Station 3 and the story continues with the adventures of: 

Sniff (bold and adventurous ready to sniff out the next ‘Choice’ Cheese Station)

• Scurry (action orientated and results driven who follows Sniff’s lead)
• Hem (the critical thinker whose capacity for concern and control overrides his need for new Cheese)
• Haw (hesitant, yet realistic and sensible who heads out leaving a path for others to follow)

Key learning points:  Dissatisfaction: what do you need to let go of?  Vision: what do you need to move on to?  These are two of three items I think you need to consider when dealing with change; the third is to determine the first steps you need to take to move you towards your vision. 

Other key learning points that come up are: 

What would you do if you weren’t afraid?  Every Cheese has a shelf life!  You can move your own Cheese! Old Cheese could well be old behaviours rather than old situations. Get the right peer pressure prevalent then no one will want to look like Hem! 

And now a dilemma.  Do I send you off to a highly amusing skit by John Cheese (ops sorry Cleese) albeit very old, a bit too long, but still funny.

http://www.youtube.com/watch?v=c3c3qJIwMDc 

Or do I send you off to a really cheesy après Ski song - Say Cheese! 

http://www.youtube.com/watch?v=zGtO6bAvfaY 

Tell you what?  You cheese! (Ops, sorry I mean choose!)