Why I Still Believe In Educational Communication

Build Value To Build Relationships

In an age where content creation means that you can equalize your relevance to the market place, being “pitchy” is a given. Most platforms, be it your traditional or the social media route, wants you to be beaten into submitting to the paid advertising pathway.

So how did a 3 decades old way of marketing or communicating your unique propositions, start becoming relevant again?

Or did we just manage to dumb ourselves out?

In the past, most sales communication centered around the manipulation or conviction of emotional triggers to elicit a response. Copywriting manuals did not just exist about 5 years back. It has always been around. Propagated and expounded by charismatic individuals. Back then, the medium of such messages came about via televisions.

These days, the same methods are applied, only this time around via well scripted paid online advertisements. Where people are coaxed subconsiously into submitting details or queries, thus pre qualifying them as leads/possible clients.

However, this method seems to always appear too slick and gimmicky for me. The premise has always been about a trade off, between…”Why not you sacrifice your time and details, in exchange for the secrets I can share with you?” And of course this premise works superbly well for consultants and salespeople.

On the flip side however, I am a big advocate of an educational communication model. Where I share over a period of time, educational contents for you to leverage on. After which I build an established trust in your mind as being credible and an authority of my subject matter. Then I invite you to share your resources in exchange for mine.

I know it sounds a tad idealistic and slow, but will you not want to buy or work with people who provides value first? Instead of asking for your time and resources first, to then demonstrate their propositions?

If you can provide tangible and intangible values, with your content and communication over a sustainable period of time, the key likelihood of me being a returning client and user is higher.

We have seen countless individuals who made it bigger in their personal pursuits by providing their resources and contents first, before asking nicely for a reciprocation.

Justin Bieber for example (I know it’s a poor example), dished out songs after songs, even from his younger days,to finally coming on tops in terms of following and influence. He provided value first, and educated his listeners on his styles and resources. People were hooked.

Educational communication is not new. But it has taken a backseat due to the nature of it being cultivating rather than an immediate profiting. In this unprecedented time, maybe you and I can do a little better by reliving its effectiveness and impact.

How I Got More Influential By Understanding These 2 Principles

understanding the 2 pillars of influence

Most people I know, want the shortcuts to everything. If you are like most people, I am sure that you had scoured bookstores looking for quick fix it guides on how to be more persuasive. More influential. More powerful.

You might had also paid thousand of dollars to workshops trainers and speakers, teaching you how to  use the latest NLP technique, right copy writing techniques and how to perhaps play the “game” a bit better.

There is absolutely nothing wrong with all of the efforts above. In fact, it is great that you had attempted to source out all the possible knowledge and resources you can get when it comes to learning how to be more influential.

However, technique and methods alone will not work.

You need to understand the basic fundamentals as to why people will be persuaded or influenced.

Allow me to share.

I believe that there are essentially 2 basic pillars that need to be in place before an influential dynamic can happen. Is this a prerequisite? In my books, yes! So let’s get to the first pillar.

People must know that you can execute

Batman comes along and he says that he can clean up the streets of Gotham City. Yet, he comes along all scrawny, with a baseball bat and a skateboard. Do you honestly think that the Gothamites will even bat an eyelid? The fact is, his appearance indicated that he is not able to pull off anything grand. Thus, do you see the whole reason why Batman has to beef himself up, puts on some high tech gadgetry on and fly around menacingly. The whole theatrics, let people know that Batman can execute on his promise of cleaning up the streets. In this case even the super villains are persuaded and influenced by the idea that Batman can indeed inflict some heavy damages.

The same goes for you. Are people being made aware that you have the knowledge, skills, experience and ability to execute whatever you are trying to sell? Or are you just lip service? The premise of influence has a starting point. And the starting point will  be from an angle of awareness. People need to know either visually, verbally or mentally somehow, that you can indeed execute the promises you will be making. Once you have set that starting point, then the persuasion and influential processes can happen.

People must trust you

Trust is a treasured commodity these days. The over emphasis on how conviction and belief can be manipulated via advanced copy writing or NLP techniques discredit the raw nature of innate trust. It is sad that most people these days, think that they can go via the subconscious back doors of your mind, to flick on your trust switch somehow.

In the realm of real influence and persuasion however, trust is more instinctive. Primal and raw. That feeling of assurance in your guts. You can just sense it.

This second pillar of influence is important to be understood. Cause trust once earned or broken, can make or break and influence dynamics you had set. Aren’t you more inclined to be more influenced by your parents than your friends? Cause you trust them more, right? The reverse happens when you do not trust people anymore. The influence they have over you dissipates. It is just a natural reaction.

People are more easily persuaded and influenced by people they genuinely trust.

Thus you have to set yourself apart from all the other persuaders/influencers out there. Do not attempt at being gimmicky or take a backdoor when it comes to building trust.

Summary

A genuine influencer works at putting the above 2 pillars in place as his initial foundation. The first pillar establishes your capability, while the second pillar cements your credibility. Everyone loves being around influential players or personalities. Take your time in setting these 2 pillars firmly. You can build your pantheons of power after that.