If you like it, don't just put a ring on it. You need to communicate regularly.SPOILER ALERT: no one here is making an announcement that they are getting married, Friends....However I am going to talk a little about the importance of being engaged.As what usually happens in this space, I have a number of things or conversations that occur over the course of a week that makes me think about a topic -- and this week was no exception.I don't care if you are in marketing, sales, HR, client service, a parent or a significant other -- you cannot deny that it has become increasingly difficult to get, and keep, someone's attention. We humans are a distracted, over stimulated species -- and the idea of "undivided attention" is slowly on the road to extinction. Google "attention span 2019" and you see what I mean.This being the case, from time to time we still need to find a way to get people to focus on a topic, an idea, a pitch, etc. From what I have seen, this puts our ability to engage others at a premium. Engagement is far more nuanced than most people think. Despite what some brands and people may believe, engaging someone is never a one way broadcast. Taking this approach may have worked in the past, but now that we are competing for limited brain space, this is no longer the case. In fact, it runs a larger risk of backfiring and actually turning off an audience.Effective engagement takes a bit of a back and forth, usually with one side creating a connection in order to get a reaction from another side. And when they do get that reaction, the packet of information delivered needs to be precise and easy to digest and clear about what action needs to be taken, otherwise it will be a wasted opportunity. That requires thought, some planning, and an understanding of the recipient. Proper engagement isn't about the quantity of touches, it's about quality. Think about how you and your firms attempt to engage with others. Do you take a thoughtful, strategic approach to maximizing the value of the engagement? Or is it merely a self serving exercise where the goal is to send a message without any clear benefit or value to the person or company receiving it?As I mentioned at the top, I've had a bunch of instances crop up recently where I had to think about this. I'm convinced that due to our shortened attention spans, the ability to effectively interact with others is becoming more vital. Engagement isn't just about getting attention -- it's about thoughtfully converting that interaction into a meaningful, repeatable and prolonged response. The companies, brands, and people that are able to be proactive in mastering this are (and will continue to be) the most effective communicators. They take time to understand their audience and consistently deliver value in every engagement. And they will also be the ones that win the most deals, retain the most clients, hire and develop the best employees, expand their networks and are happiest with their personal relationships.Friends, just by reading this intro or clicking on the links below means we are engaged. I am hopeful that this continues. Enjoy the articles and have a great weekend -- hard to believe, but Memorial Day is next week!XOXODave
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Friends of Dave #125: We're Engaged!
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If you like it, don't just put a ring on it. You need to communicate regularly.SPOILER ALERT: no one here is making an announcement that they are getting married, Friends....However I am going to talk a little about the importance of being engaged.As what usually happens in this space, I have a number of things or conversations that occur over the course of a week that makes me think about a topic -- and this week was no exception.I don't care if you are in marketing, sales, HR, client service, a parent or a significant other -- you cannot deny that it has become increasingly difficult to get, and keep, someone's attention. We humans are a distracted, over stimulated species -- and the idea of "undivided attention" is slowly on the road to extinction. Google "attention span 2019" and you see what I mean.This being the case, from time to time we still need to find a way to get people to focus on a topic, an idea, a pitch, etc. From what I have seen, this puts our ability to engage others at a premium. Engagement is far more nuanced than most people think. Despite what some brands and people may believe, engaging someone is never a one way broadcast. Taking this approach may have worked in the past, but now that we are competing for limited brain space, this is no longer the case. In fact, it runs a larger risk of backfiring and actually turning off an audience.Effective engagement takes a bit of a back and forth, usually with one side creating a connection in order to get a reaction from another side. And when they do get that reaction, the packet of information delivered needs to be precise and easy to digest and clear about what action needs to be taken, otherwise it will be a wasted opportunity. That requires thought, some planning, and an understanding of the recipient. Proper engagement isn't about the quantity of touches, it's about quality. Think about how you and your firms attempt to engage with others. Do you take a thoughtful, strategic approach to maximizing the value of the engagement? Or is it merely a self serving exercise where the goal is to send a message without any clear benefit or value to the person or company receiving it?As I mentioned at the top, I've had a bunch of instances crop up recently where I had to think about this. I'm convinced that due to our shortened attention spans, the ability to effectively interact with others is becoming more vital. Engagement isn't just about getting attention -- it's about thoughtfully converting that interaction into a meaningful, repeatable and prolonged response. The companies, brands, and people that are able to be proactive in mastering this are (and will continue to be) the most effective communicators. They take time to understand their audience and consistently deliver value in every engagement. And they will also be the ones that win the most deals, retain the most clients, hire and develop the best employees, expand their networks and are happiest with their personal relationships.Friends, just by reading this intro or clicking on the links below means we are engaged. I am hopeful that this continues. Enjoy the articles and have a great weekend -- hard to believe, but Memorial Day is next week!XOXODave