6 Steps to Communicate with Impact

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“We spend as much as 80 percent of our waking day in some form of communication.” -Patrick Donadio

 

6 Steps to Communicate with Impact

Three quick facts I learned from reading just the first few pages of Communicating with Impact: Effectively Communicate Ideas and Achieve Greater Results:

  1. Almost 80 percent of your day is spent in some form of communication.
  2. Communication skills ranked as the most or second-most desired skill in all industries.
  3. Better communication leads to better results.

 

“Companies with effective communication had 47 percent higher returns to shareholders over five years.” -Patrick Donadio

 

Rather eye-opening before I even got into the book. It’s hard to overstate the importance of communicating well. I am on a constant personal journey to learn how to connect with others more authentically, to listen better, and to express myself more clearly.

Today I am excited to introduce you to someone who is a master teacher on the art of communication. His work has helped me, and I hope you enjoy our discussion.

3 Tools to Break Through the Noise

Rise Above It All

We’ve all heard that your brand and your platform are important to your success.  But what if, after all of your platform and branding work, you are lost in a sea of competing messages?

That’s where Jonah Sachs enters, arguing that we are in the midst of the Story Wars.  The Story Wars are raging around us.  With so many messages bombarding us daily, fewer resonate and make it through the cacophony.  What cuts through the noise?  Stories.  And the subtitle of his new book signals the importance of the story teller:  Why those who tell—and live—the best stories will rule the future.

Jonah Sachs is the co-founder and CEO of Free Range Studios, helping major brands create unforgettable marketing campaigns.  He has been featured in The New York Times, The Washington Post, Fast Company Magazine, CNN, and FOX News. He has created numerous viral marketing campaigns.

 

Stories that empower are better performers. –Jonah Sachs

 

What Goes Viral

Jonah, let’s start there.  You’ve created viral campaigns.  Why is it that some campaigns take off and go viral and others fail to break through?

I’ve been exploring that exact question for 14 years. I couldn’t figure out the pattern at first. No rules seemejonah-sachsd to universally apply. At times I thought it had to do with humor, shock value, beauty, good taglines. And then I discovered that one thing viral successes seem to share: They tell compelling stories that appear to give audiences the chance to see themselves as heroes in it. Instead of just talking about how great they are, brand campaigns that break through tend to talk about how great their audiences can be.

Is this where you developed the idea for Winning the Story Wars?

Yes. It was this search to understand what works in viral campaigning that led me to study mythology, neuroscience and psychology in the hopes of understanding what makes stories work. All that thinking eventually became my book.

 

5 Sins of Marketing

You talk about the five sins of marketing:  vanity, authority, insincerity, puffery and gimmickry.  Would you touch on just one of them and give an example of how the sin destroys?