Business-Building Ideas From Terry L. Brock
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Carter had one style. Reagan had another. I’m not talking about politics here (we’re getting enough of that already in this mid-term election year). I’m talking about their marketing style.
Yes, they both were marketers when they were in the White House as President. Politicians market wholesale (via mass media, large gatherings, etc.) and retail (one-on-one and in small groups). You and I market in a similar fashion to both large and small groups. With the Internet most any small business can deploy video and audio just like TV and radio stations alone did it before.
But how should you come across? Carter purposely wanted to be a President of the people and walked from Capital Hill to the White House in his inauguration. He wanted to be approachable. Reagan brought back more of a distinguished competent, yet approachable appearance. Again, this is not about politics but about presentation styles.
Today we see President Barack Obama who made a recent appearance on The View. This was a first for a sitting president to appear on a daytime TV talk show. Some say that it was beneath the dignity of the Presidency for a sitting president to appear on daytime television.
I disagree. I think that it is appropriate for a President — particularly today — to be where people gather. I think it is all about how one comes across. Being approachable and easy to understand is paramount for a President. Reagan used his acting skills and came across as one of us in his speeches interlaced with humor, stories and more.
You and I have to be able to come across well to implement Relationship Marketing effectively. We have to have both competence (knowing the job, our products, technical details, etc.) and be able to connect with others. It’s about competence and connection. How are you doing on these two vital areas in business?
Think about social media where many people live today. It is different from Blast Marketing where you send a message to a lot of people using TV, Radio, Newspaper, Email Blasts and more.
Your customers want to do business with someone who is competent and who connects with them. An example of where it doesn’t work is with the recent debacle of British Petroleum (BP). When the chairman comes across saying they want to relate to the small people he not only shot himself in the foot, he used an Uzi and did it repeatedly.
You can’t come from a lofty I will tell you what to think attitude. This is evident with Obama vs. Biden. Obama generally comes across as approachable while Biden is known for making gaffes and appearing aloof from the common man. Without Obama heading the ticket, Biden would never be where he is today.
So which style is best for your business? As with many issues in life, it all depends on what you’re doing. I think the best way is to demonstrate strong competence in your areas of expertise first and foremost. We want pilots who are professional and will literally take care of us and keep us safe. We also want that from medical doctors. Yet, when I was presenting recently for a group of medical care officials they told me that the doctors who have a better bedside manner hardly ever get sued for malpractice. Those who are approachable, translate medical-speak into understandable language — and relate to their patients better derive a serious bottom-line benefit.
Think about the style differences between Carter and Reagan. Too much of the folksy style can make people scared that you’re not competent. Too much of the œstoic, official style can make you appear unreachable and even in extreme cases arrogant. All leaders have to guard for coming across as too arrogant. Regan seemed to blend the best of both — ultimately earning him the designation of The Great Communicator.
My friend and fellow professional speaker, Scott McKain, is a great example of someone who blends both aspects. Scott is very knowledgeable about how companies can connect with their customers. He has written a few books about the subject and really knows the advance-management-level details. Yet, when you see him speak, Scott comes across as that friend you’ve known forever and want to be around. He blends humor, stories and wisdom to tell his message. Ultimately, Scott comes across in a powerfully profound and approachable style that rewards those who experience his presentations.
That is the goal for you and me. Have the presence to be an authority. Know your material by paying your dues to acquire competence through study and yes, hard work. Competence that is worthwhile does not come easily.
Once you have the competence, focus on how to communicate your message in a way that solves problems and gives insight to your audience. Your audience might be one person to whom you’re presenting your sales demo today. It might be your co-workers who you need to persuade to your way of doing the project. It might be on the Net in your Facebook postings. Whatever your venue for presenting, you want to be strong both in competence and connection.
The ideal for building strong Relationship Marketing is to have the competence and the connection. Doing that insures good business and a solid, profitable bottom-line.
Copyright (c) 2010, Terry Brock and Achievement Systems, Inc. Terry Brock is an international marketing coach and professional speaker who helps businesses generate profitable results. He can be reached by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com. Join the Twitter adventure with Terry through his Twitter address: TerryBrock. Join Terry’s Facebook Fan Page at: http://www.facebook.com/SpeakerTerryBrock
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{ 3 comments… read them below or add one }
Hi Terry,
I totally agree with you that the point of true communication here when we are marketing is to ask those questions and really listen to the answers that people give us. If we choose not to listen carefully, we can and will miss a great opportunity to help them solve their problem in a way that will work for them. One thing I find so disappointing with most people in general these days is that they ask you a question and really aren’t concerned with your real answer, they think they are being polite. I would prefer for them to just simply say hello and be gone. I always appreciate the fact that when you say “hello” and ask some follow up questions, you do listen to my response. Glad that you “walk your talk.” I do my best to do the same.
Thanks,
Margaret
Yes, Terry, it is a matter of BOTH style and substance. Each speaker, whether a President, a professional speaker or even one person communicating with another, has to have both style and substance to make a difference. It is not either/or, it is both and.
Thank you for sharing that important, and highly relevant, perspective. Good to have you visit.
Style and substance are both important. Style without substance quickly turns people off. Reagan was not only a great communicator; he was a great educator. He knew his issues and would use each message to bring home a central focus or principle. That came from years of short radio and TV spots where he had toId stories that made a point. Later in life, his collection of speeches was limited to those that reinforced central principles.
I agree that President Obama should have no hesitation to go on the view, but he should think through the purpose of every communication. In these challenging economic times, we want style and substance. When messages are delivered well but the message doesn’t deal with core problems, such communication is not helpful. If presidents want to get reelected and speakers want to be rehired, they have to add value where it helps. If people have a headache, you want your message to help provide the aspirin.
Our current president is the least experienced leader in decades. He has no administrative experience. I fear that his drop in the polls has little to do with being likable. He and his family are easy to like. The problem is that his ideas and programs are not working.
If you met real needs of your audience/country, you don’t even have to be a good speaker. There is a surplus of entertainment we can get; there aren’t many leaders.