I was recently on a train with no comms. There were no verbal annoucements and the on-board LED scrolling signs weren’t working. I was in the last carriage and when the train stopped at stations, I was too far away from the platform signs to read them. Then by the time we had picked up speed and passed the platform signs, I was going to fast to read them.
It wasn’t one of those trains that just goes to one place, from A to B. I got on at Kings Cross in London going west (on the underground), so I could have been going to Hammersmith or Watford. I could have been on the Circle, Metropolitan or Hammersmoth and City lines. I could have been on a fast train or a stopping train.
The train itself was working very efficiently. It was picking up passengers, not waiting too long at the stations, it wasn’t too full (it was a Friday when many people work from home), I had a seat, the heating was working and it was clean, with no ‘overly-refreshed’, loud passengers nearby. It was a smooth, calm ride. But I didn’t know where I was going.
This is the importance of comms, communications, marketing, letting people know what is happening, what should be happening, and why they should be on board with what you are doing: why they should feel confident and looked after. I was confident I was going somewhere very quickly and efficiently. But I didn’t know where.
You have to let people know your direction of travel, either in politics, business, entertainment or any other sector. For example, why have we, as a company, organisation or government, made these decisions? Why have we changed our packaging? Why have we changed the recipe or formula for our product? Why have we introduced new features, colours or options? Why will this be better, more economical, better quality, better value or performance?
I eventually reached Baker Street and realised (because I arrived on the Circle Line platform) that I was not on the Metropolitan Line, which I wanted. So, I got off and took a short walk to the right platform. But that adjustment could have been a lot worse – I could have ended up on a plane going to the wrong destination, or with a dress 2 sizes too small for an important red carpet premiere, with a piece of software that wasn’t compatible with my laptop, or a food product that would send me into anaphalactic shock.
So, communications are important, and nobody is disputing that. Just make sure you have the right expert input, guidance or Communications Training, so that you know how to put your message across in the most effective manner.
My Point is:
…and this is my point. Communications are essential – in all apsects of life but especially business – so make sure you are doing it well, and you have the right training to teach you how to do it. You can be doing the best job ever, selling the best product ever, but if you can’t get across how great it is, no one will buy.
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