Archive for February, 2010

Communication needn’t be hairy

Tuesday, February 23rd, 2010

Having a shave or deciding to grow a beard doesn’t help your communication skills. Or does it?

There was a long standing tongue-in-cheek tradition at Quietroom that all the writers, or ‘creatives’, had beards and all admin, or ‘suits’, were invariably clean-shaven. Our friendly banter would pit the beards against the suits on whatever was the hot topic of the day.

Recently, the lines between the two have become blurred to the point of making any distinction meaningless. For example, I’m the office manager, and I’ve grown a beard. And Pippa, one of our writers, has decided she would really be happier without one.

This hairy overlap usefully illustrates something which has become increasingly important to all of us at Quietroom: It’s not just the writers and workshop leaders who try to be excellent communicators. Everyone here has a relationship with the people we help.

A client’s finance question will invariably be followed by a heated discussion on the right way to communicate complex financial jargon to their customers without worrying them, or worse, giving them the wrong idea.

Everyone in an organisation should aspire to good communication. It pays dividends to develop employees’ skills so they feel confident and empowered to do their job in an enjoyable and effective way.

Shy about retiring

Monday, February 15th, 2010

What persuades people to start saving for their retirement? It’s so obviously a sensible thing to do, why do half the population not do it? Not even a bit. Not even when they could afford to. But they do buy a lottery ticket.

Decisions are motivated by fear or desire. And some people can be more inclined by nature to make one kind of decision rather than the other.

The insurance industry knows that the main motivating factor for their customers is fear. It’s not that the product is a lovely thing to have – they hope they’ll never use it – it’s that it will take away something nasty. It will stop them worrying. It’s not nice to go on about the worry, of course, so insurers often talk about buying “peace of mind”. Peace of mind is a nice thing.

Savings are different. A fear-driven person might put money away because they’re worried about not having enough in the future. But a desire-driven person might do it because there’s something they want to spend their savings on.

So, back to retirement. Some people might respond to the idea that if they don’t save they won’t be able to turn the fire on or feed the cat. Others would need to hear about the golf clubs and endless summers that their savings could buy.

If you’re talking to just one person you might be able to work out the sort of messages they need. But in brochures, you just don’t know whose going to be listening. So you need to include a range of messages, so that everyone’s catered for.

It should be easier to convince someone to save for their retirement than to take out critical illness cover. Most of us will retire at some stage, but we won’t all need to claim on that insurance. Maybe we’re just not getting the messages right.

Stories beat statistics

Friday, February 5th, 2010

Charity ads that tell you about John’s story get more people donating than ones that tell you how many people are sleeping rough on Britain’s streets. We can’t visualise big numbers. No one can tell you what making an 18% difference looks like. But we can all grasp the idea of helping one person in need. That’s a story. Stories help propel us into the action. For a moment, we can feel a bit of what the other person’s feeling.

There’s a saying in politics that the politician with the best stories wins. Crime figures are going down, for instance. But the polls show people aren’t buying the figures. They prefer David Cameron’s ‘Broken Britain’ narrative. It’s simpler and it engages the emotions – whether it’s true or not.

It turns out that US voters prefer emotional engagement to reasonable argument too. That’s why the most vociferous opposition to US healthcare reform comes from the very people it was designed to help, argues this fantastic BBC article . Healthcare reform is complex and messy. People prefer to buy a story that says they’re being patronised by do-gooders who think they know best. If you’re explaining, you’re losing. The piece quotes this exchange between Al Gore and George W Bush during a presidential debate in 2000:

Gore: Under the governor’s plan, if you kept the same fee for service that you now have under Medicare, your premiums would go up between 18% and 47%, and that is the study of the Congressional plan that he’s modelled his proposal on by the Medicare actuaries

Bush: Look, this is a man who has great numbers. He talks about numbers. I’m beginning to think that not only did he invent the internet, but he invented the calculator. It’s fuzzy math. It’s trying to scare people in the voting booth.

Mr Gore was talking sense, and Mr Bush nonsense, says the article. But Bush won the debate.