I watch The Voice. Last Monday night Sisaundra Lewis, one of the contestants, performed for the first time ever with her mother in attendance. Sisaundra is a mother of three children who has sung professionally for several years. Until Monday evening, her mother had never seen her perform except in church. Prior to Sisaundra’s performance, she and The Voice made a big deal out of that fact.
During the performance, the camera flashed on her mother several times. Her mother wore a disapproving look.. She did not show any excitement at all. She did not seem impressed. She certainly was not enthusiastic. She appeared stern and unapproachable. Contrast this with the families of all the other contestants. They jumped up and down, screamed, smiled, and shouted. They very enthusiastically supported their family member who was performing.
Perhaps her mother is naturally stoic, you say.
Perhaps.
Whether she is or not, the result is the same. The image of her mother’s disapproving look is burned into my brain. I can still see it. When I think of Sisaundra, I see her mother’s face immediately.
Sadly, Sisaundra did not advance. Many factors beyond her mother’s look may have affected her loss. Part of me just can’t get past her mother’s look and thinks that may have had more impact than I can judge.
This situation prompted me to think about non-verbal communication. While we tend to think that the bulk of our communication is via words either by speaking, writing, or digitizing, in truth 85% of our communication is non-verbal.
Words are not enough. Our understanding is deepened and our communication enhanced by seeing facial nuances, body reactions, and even the attire of the person talking to us. I recently heard the comment that you look better and thinner when you smile. Whatever your looks, a smile presents you at your best. Think of the difference a smile makes. Your smile makes a customer feel comfortable. You appear open and inviting. Customers report a good experience at a business where employees smile and are friendly. A smile is a very positive non-verbal communication.
We yearn to see non-verbal communication in order to receive the entire message. That is why the Internet is increasingly visual. The success of YouTube, Flickr, and Skype is a result of this desire.
Marketing is communication, and we are communicating all the time, mostly non-verbally. How attentive are you and your employees to your non-verbal communication? Are you aware of the look on your face, your body’s signals, and your attire? Have your considered how these affect your message to your customers?
How are you addressing the 85% difference?
This week's marketing trivia challenge is What have you done to address the 85% difference? E-mail me your answer.
During the performance, the camera flashed on her mother several times. Her mother wore a disapproving look.. She did not show any excitement at all. She did not seem impressed. She certainly was not enthusiastic. She appeared stern and unapproachable. Contrast this with the families of all the other contestants. They jumped up and down, screamed, smiled, and shouted. They very enthusiastically supported their family member who was performing.
Perhaps her mother is naturally stoic, you say.
Perhaps.
Whether she is or not, the result is the same. The image of her mother’s disapproving look is burned into my brain. I can still see it. When I think of Sisaundra, I see her mother’s face immediately.
Sadly, Sisaundra did not advance. Many factors beyond her mother’s look may have affected her loss. Part of me just can’t get past her mother’s look and thinks that may have had more impact than I can judge.
This situation prompted me to think about non-verbal communication. While we tend to think that the bulk of our communication is via words either by speaking, writing, or digitizing, in truth 85% of our communication is non-verbal.
Words are not enough. Our understanding is deepened and our communication enhanced by seeing facial nuances, body reactions, and even the attire of the person talking to us. I recently heard the comment that you look better and thinner when you smile. Whatever your looks, a smile presents you at your best. Think of the difference a smile makes. Your smile makes a customer feel comfortable. You appear open and inviting. Customers report a good experience at a business where employees smile and are friendly. A smile is a very positive non-verbal communication.
We yearn to see non-verbal communication in order to receive the entire message. That is why the Internet is increasingly visual. The success of YouTube, Flickr, and Skype is a result of this desire.
Marketing is communication, and we are communicating all the time, mostly non-verbally. How attentive are you and your employees to your non-verbal communication? Are you aware of the look on your face, your body’s signals, and your attire? Have your considered how these affect your message to your customers?
How are you addressing the 85% difference?
This week's marketing trivia challenge is What have you done to address the 85% difference? E-mail me your answer.
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