In this Expert Insight Interview, Darin Dawson discusses human-centered communication. Darin Dawson is one of the co-founders of BombBomb, which makes it easier to build relationships through email, text, and social media.
This Expert Insight Interview discusses:
- The idea of human-centered communication in business
- How to get through to your audience by creating value in the message
- Why it matters that your customers know, like, and trust you
Human-centered communication is all about caring about the person we are communicating with. The problem we see today is that we can’t stop sending our thoughts into the world.
This process has been accelerated through the pandemic. We couldn’t be with each other, so we collectively decided to send more of everything, including emails, LinkedIn messages, texts, phone calls, etc. Darin believes that we would all benefit from getting back to a more human approach to building relationships and communicating.
There are many tools that allow us to communicate in a text-based form or other ways, and there is nothing wrong with using tools that help us do our jobs more efficiently. We just need to find moments within these processes to get back to face-to-face communication, whether through Zoom, asynchronous video, or in-person.
The key to human-centered communication is asking yourself whether you’re creating value for the recipient or if your message is really about you. Think about whether the message is getting through and being heard. If not, you’re being ignored. With every communication you send, you’re training the person on the other end to either listen to you or ignore you, and you don’t get too many chances to build a relationship anymore.
Know, Like, and Trust
People still buy from people they know, like, and trust, and it is very difficult to build relationships with your customers without offering a human-centered experience. You can do a lot by putting a face to your brand, and the way to do that is by showing the people involved with the process.
Chances are you hired all these people for their extraordinary abilities to communicate; don’t handcuff them by forcing them to work in a closed system, sending pre-written LinkedIn messages and generic emails.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.