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.

Why Nochebo Effect Is Harmful For You?

We all know or have heard of the term, “The Placebo Effect”. In medicinal practice, the placebo effect is probably categorized as a pseudo science bereft of legitimacy and proof. Yet, for those who had willingly affected its usage into their practice, and saw its benefits, probably swears by it.

Placebo in Latin means, “I will please”. In essence, a placebo effect is a stimulus be it physical or non physical that is applied to a condition, with the desire of achieving outcomes. So for example, doctors used to give sugar syrup to patients, and yet saw medicinal effects taking place in their patients. Sometimes the results are on par or exceed that of a similar medicine that is available. Much of these were accounted to be on the assumed connection between a person’s mind and the information it received and interpreted. Most placebo based experiments are used in controlled environments, sometimes even as a neutral parameter between two other extreme testing conditions.

Continue reading “Why Nochebo Effect Is Harmful For You?”

What’s The Colors Of Your Rainbow?

My 7 year old daughter had been spending her past few nights, busied with her colored marker pens and papers. Every once in a while, she will come up to me and asks, “Dad, what would you like me to draw now?” I will candidly play along and asked her to draw whole list of things like unicorns, cheeseburgers and clowns. She will gleefully accept the challenge and spend her next few minutes uninterrupted doodling away. When she was done, she will proudly approach me to show off her masterpieces, awaiting my nods of approval or smiles.

Last night was no different. She plonked herself beside me on the sofa with her tools, tapped away on her iPad, and quietly drew. At one moment, she turned to me and whispered shyly, “Dad, how do I spell rainbow? I want to draw a rainbow.” I spelled verbally to her as her dainty fingers typed away, spelling on the Google search box. She clicked on a random picture of a rainbow, and began staring at it. I then noticed that she took a quick glance at her colored marker pens. It was amusing to note her raised eyebrow though.

A few moments later, she nudged me on my shoulder and exclaimed,”Dad, I have my rainbow already. See!” I took a quick look at the picture she held out in front of me. I noted that she got the colors and arrangement of the colors right. But something stood out. Awkwardly.

“I notice that your rainbow has an extra color in it. Pink is not a color on a rainbow right? Didn’t you see on the picture? There is no pink.”

She took a quick look at the displayed picture of the rainbow on her iPad and then to her drawn picture. She nodded and took away the paper I was holding. “That’s the rainbow on the iPad. This is my rainbow, and I want pink, my favorite color on my rainbow.”

I chuckled in delight at her assertion. She was right of course. It was her rainbow, and she can color them in any way she wished.

Taking Ownership

How often have we lacked the conviction to own our own work? Or lay claim to the creative spark we input into processes or outcomes?

More often than not, as adults, we had learned to the idea that conforming is safe. That sticking to the status quo is so much better than trying to just a be little different.

Hence lies the problem. When we want to stay safe or remain status quo, we are in fact just painting the same rainbow as everyone else. The lack of creative effort and ownership on our part, makes the output be just another run off the mill product.

At a time and generation where differentiation is not just a novelty,but in fact a necessity, this conformity can be a weakness. Yes, drawing the same rainbow, will make you fit in for awhile. Then what happens? Will you be earmarked for progression in your organization? Will people remember you?

The simple yet meaningful lesson that I learned from my 7 year old last night was that, people should start drawing their own versions of a rainbow. You should too.