I was working with some clients recently, explaining how to get started with email marketing campaigns and introducing them to social networking. Because I’m constantly immersed in these topics, it’s easy to forget that they may be completely new to many people! A recent blog post from Seth Godin explains this well.
The meetings also reminded me of other useful business lessons which I’d like to share with you here.
- People like to receive information in different ways. Some like to just have a broad outline, others prefer to know the smallest detail. By adapting your presentation to suit them once you find out their preference, you will help them to learn.
- Keep your message simple. If you try to appear too clever, use jargon and long words, especially in your marketing materials, you’ll intimidate and put off the very people you want to attract.
- Don’t try to cover too many points in each meeting. People need time to absorb, process and try out what they learn. Too much at a time will simply lead to overwhelm and reluctance to continue.
- Establish expectations at the outset, and write them down. I do this with my coaching clients and students. You need to understand what people want to achieve or learn so you can pick up straight away if they have misunderstood the training content or coaching process. You can also use those expectations to keep you on track during meetings or workshops and, of course, to check that you have delivered what they wanted.
- Don’t take what you know for granted. Just because you know your products or services upside down and back to front, it doesn’t follow that everyone else does. Your knowledge, expertise and experience are what make you special, and they are the reasons why people are prepared to pay you to either teach them or do the work for them.
How will this information affect how you communicate with your clients?

