Unmute. Part 2.
Sometimes, we just want to be heard. When we share important information, we want people to take action.
But after tirelessly working on an email, we’re met with radio silence.
We give up. We think, “What’s the point? No one cares.”
We mute ourselves.
This might be happening to you. So, I’m going to distill 30 years of communication experience in this newsletter. My hope is that it will inspire you to unmute yourself and try again.
Let’s start with a key assumption. We should filter every communication by asking ourselves, “What action do I want people to take?”
If there is no action required, stop. Here’s why.
The brain processes 400 million bits of information per second and ~2,000 enter the conscious mind.
You can’t defy biological wiring. The brain is looking for sabertooth tigers and apple trees, not FYIs.
Now, let’s move on to the clarity formula. Unlike transparency, clarity is giving people the relevant information needed to take action now.
The formula looks like “no duh” stuff. But I promise, there’s an execution twist you’re likely not doing today.
Why + What + How + When = Clarity
I’m sharing an example below of an email I sent as a CIO. Then, I’ll break it down step-by-step with tips on how to make your messaging unignorable.
From: Chris Laping, CIO
To: IT Team
Subject: Sign-up now for mandatory training.
Hello Team,
During our January pulse survey, I asked the team: What’s ONE thing that would cause you to quit in the next 6 months?
Your top answer was lack of growth & development.
Given that, I collaborated with our training team. We invested in an interactive gaming tool that develops people skills for IT pros. You can play these training games on your browser or mobile device.
To ensure success, I’m requiring you to sign-up for a mandatory training session. Here’s what will happen in that session:
You will set-up your online account.
You will be given an overview of the gaming system.
You will be able to test drive a game with an expert on hand.
There will be 4 training sessions over the next 2 weeks. Please choose the option that works best for you. The sign-up genie will be live until 5pm ET on May 14, 2023. Please sign-up now.
Cheers,
Chris
Here’s the step-by-step guide for the example above.
I started with the why. It’s always stronger when it’s seeded by the needs of your stakeholder. I asked the team …you said. Clarity is easier to achieve when you play their words back to them.
Next, the what. Notice, I avoided insider language. Calling this a learning management system wouldn’t provide clarity, especially because of pre-conceived notions about these solutions.
Then, I transitioned to how. People don’t need your 1000-line project plan. That’s transparency. I always organize the how into 3 easy-to-understand steps. And those steps are mapped to what actions are needed now. That’s clarity.
Finally, I included the when. Timelines can’t be ambiguous. Clarity requires a specific date, time, and time zone. Do this: 5pm ET on May 14, 2023. Not this: End of week.
You may naturally ask, What about the who? The who is defined by the distribution list. Messages should only include people who need to take action. Yes, it’s easier to use broad distribution lists. But that’s lazy and contributes to information overload in your work culture.
To close out, let’s make your communication sparkle with some pro tips & tricks:
The from line is very important. If you’re telling people to take mandatory action, you must have an authority figure pushing send.
The from line must never be an unnamed mailbox. Never. End-users ignore critical messages, if there isn’t a person attached to the request.
The subject line is always your call-to-action.
The last sentence in your message repeats the call-to-action and in bold type.
Remove fluffy adjectives & adverbs.
The last bullet point is worth repeating. Remove fluffy adjectives & adverbs. Sales-y, campaign speeches don’t create buy-in! When you include those words, people immediately enter the zone of resistance.
In last week’s newsletter, I shared how to get buy-in from your peers. To do that, you must move them through awareness, understanding and preference. That requires more than persuasive words.
Next week, I’ll finish the Unmute series by providing a formula for conflict. It’ll help you share tough news with your boss.
Make it a great day!
