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Feb 07 2017

Understanding Frame of Reference

Marshall McLuhan is famous for the saying “the medium is the message.” This is essentially the concept that the chosen method of conveying a message, in fact influences how that message is received.  As an example, an artist, in choosing to either talk or write about their art, potentially influences how others then perceive it.  Also on the topic of communication, Tony Robbins once said “to effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communications with others.” Finally, in considering effective communications techniques, Libby Larsen suggests; “The great myth of our times is that technology is communication.” So, what does each of these quotes have to do with communications from a business perspective? I believe that as entrepreneurs, it is imperative that we understand the Frame of Reference of our intended audience and are respectful of it at all times. Understanding F.O.R. ensures that:

  • You choose appropriate communication mediums to convey your message.
  • You have a clear understanding of your customer in order to address them in a manner that reflects their experiences with the world.
  • You recognize that while technology is important, you also understand that it’s not the only way of communicating with your target audience.

What is F.O.R.? Specifically, frame of reference has to do with how each of us experiences the world around us and how that influences both our understanding and our perspective of it. Our frame of reference is influenced by any number of things including:

  • Upbringing
  • Cultural background
  • Access to education
  • Gender
  • Religious affiliation and more….

 

All of these factors influence how we both give and receive information and therefore it’s imperative that you know and understand your target audience F.O.R. when considering how you will communicate with them.  Whether you are talking to a customer in person, communicating through email, creating website content or even planning a presentation, understanding their F.O.R. will help you tailor your message appropriately. Therefore, conducting research into your ideal client/target audience and how to share information with them just makes good business sense.

In addition, you must consider these other contributing factors when you will be communicating with your customer in person. They are:

  • Body language (open/closed)
  • Posture
  • Personal space
  • Eye contact

Each of these will also impact your chosen communication style. How? As just one example, consider this: In North America it is generally perceived that looking someone directly in the eye is a sign of telling the truth. In many other countries this action would be perceived as disrespectful and instead, downcast eyes are viewed as a sign of respect. Knowing your audience F.O.R. will prevent a potentially business ending gaffe.

Finally, when crafting your main message to customers you might also want to think about whether there are any language barriers and be wary of using too much industry specific jargon. It’s great that you are a subject matter expert but sometimes tossing around those big fancy words is neither necessary nor helpful to your target audience. Use these cautions even when considering how and when you use technology and when determining what methods of technology you might employ. Sometimes, technology can get in the way of effective communication because nuance, tone and facial/body language cues are all missing. To that end, consider whether your message makes more sense delivered in person vs. electronically.

Understanding the F.O.R. of your audience will contribute significantly to the successful communication of your message. It’s a lot to consider. Make sure your communications are carefully crafted, not from your perspective but from that of your audience. If you’ve done the research and taken the time to determine your ideal client, tailoring a message specifically to them shouldn’t then require a great deal of additional effort.

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

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Written by Dwania Peele · Categorized: Sheralyn Roman · Tagged: body language, communication, cultural intelligence, Customer, Frame of Reference, Libby Larsen, Marshall McLuhan, posture, Sheraly Roman, target audience, the medium is the message, Tony Robbins, Writing Right For You

Sep 15 2014

Stepping outside your comfort zone

sandra

If you’ve been in business for a while it can be tempting to maintain the status quo.  If it ain’t broke, don’t fix it, right? WRONG! Like anything, if you don’t try new things, growth in your business is going to be challenging to achieve.  Referrals are a great source of new clients, but what else can you do, especially when you don’t have deep pockets for a hard hitting marketing campaign?

Most entrepreneurs acknowledge the need to get out and network in order to gain more visibility, but what else can you do?  Maybe it’s hosting an open house or doing a free information night where you get more than 30 seconds to speak about your business.  As much as public speaking is something many of us would prefer not to do, it is a great opportunity to give potential clients and referral sources a better idea of what it is we do. We don’t have to be Tony Robbins or Oprah Winfrey caliber speakers in order to do presentations.  All we have to do is be authentic and provide valuable (not sales heavy) information.

Maybe it’s time to try your hand at video?  Whether you’re doing YouTube videos, or the short-attention-span friendly Vine, it is another great way to get visibility for yourself and your business.  The benefit of video is that it extends your reach beyond places you can hit locally!  If you’re business can handle global customers then you need to be on a global platform.  Sharing photos on Facebook and catchy 140 character snippets on Twitter can give potential clients an idea of who you are, but video is a great way to really show potential clients more about you and what you do.

For some, blogging is the challenge.  You don’t have to be a Pulitzer Prize winning writer to start a blog.  I feel I was built for blogging.  Writing 20-page essays were always a struggle for me.  Short and to the point is my sweet spot 😉  Like the above suggestions, this works best when you’re being you, sharing tips, tools and knowledge based on your personal experiences, not rhetoric or theory.  I find writing the easiest way to express myself, thanks to the “undo” function and the delete button.  Blogging for me is like a journal entry that I’ve decided to share with anyone who wants to read it.  I hope others find my musings helpful, often it’s a personal reminder of things I need to do for myself 🙂

This is by no means an extensive list of things you can do to stretch your comfort zone.  I list the three above because they seem to be some of the top challenges that a lot of entrepreneurs are struggling with.  If you’re already doing the talks, videos and blogging, what else are you going to do to push the limits on your comfort zone?  Stretching yourself is not only going to benefit your business, but it’s also going to help your personal growth.  Every time we push ourselves, we reduce our limitations and build more confidence to see what else is possible.  What are you going to do expand your comfort zone today?

 

Sandra Dawes is a certified life coach specializing in helping women who feel unfulfilled with their 9-5 follow their dreams and pursue their passions. She holds an Honours BA, an MBA as well as a certificate in Dispute Resolution.She has completed her first book,Embrace Your Destiny: 12 Steps to Living the Life You Deserve!
Connect:
www.embraceyourdestiny.ca
www.facebook.com/embraceyourdestiny
www.facebook.com/embraceyourdestinythebook
www.twitter.com/sandradawes

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Written by Dwania Peele · Categorized: Sandra Dawes · Tagged: blogging, business, business development, Business Woman, Canadian Small Business Women, challenging, comfort zone, Embrace Your Destiny, Entrepreneurs, Facebook, if it aint broke, limitations, Oprah Winfrey, personal growth, potential clients, presentations, Pulitzer Prize, Sandra Dawes, small business owner, stepping outside, Tony Robbins, Twitter

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