By Ivana Taylor
Did your mother ever say “You’re not wearing that are you?” or maybe your dad said something like “Stand up straight” or “Give a firm handshake”.
And, did you roll your eyes?
I did. Because I thought that your thoughts and ideas should speak for you; not what you wear or how rich or charismatic you are.
Unfortunately, that’s not how the world works. And today I find myself saying those same things to my Gen Z son.
It’s Not the Message, It’s the Messengers
You can have the facts, the experience, and passion. But if you don’t have the specific traits of a trusted messenger, your message will be ignored.
Almost everyone has had the experience of not being taken seriously — even when their message was serious, founded on fact and relevant to the audience.
You can get frustrated, or you can read “Messengers: Who We Listen To, Who We Don’t, and Why”.
I received a review copy from the publisher and after reading just a few pages of the intro, and I was hooked.
Maybe This is Why Your Message is Falling Flat
Maybe the problem with your marketing isn’t your marketing message — maybe it’s who is delivering that message. And if that is you then this is a book worth reading.
“Messengers” doesn’t position itself as a marketing book, even though it deals with core elements of marketing and persuasion. It’s a book about the human condition. And, it’s a book any business owner who is struggling with communicating their value should read.
We live in a world where proven facts, verifiable data, and truths are often ignored — especially when delivered by a messenger who isn’t well-known, charismatic, rich, dominant or likable.
The most frustrating thing about the book is — that it confirms what you’ve always known and gives you the data to support it.
“Messengers” Just Might Explain Why We Promote and Support Jerks or Not
This book is fascinating and riveting because it spends nearly 300 pages explaining elements of influence and persuasion. But instead of focusing on behaviors, the authors put the attention on the “Messenger”; the person delivering the message.
And how this person (the messenger) appears to their audience will determine whether or not they accept the message.
Actually, we accept two different types of Messengers; Hard and Soft.
Hard Messengers can often come off as jerks, although not always. We accept what they say as truth because of their —
Socio-economic position: As humans, we have a hard-wired logic that states that If they made all this money then they must know what they are doing.
Competence: I’d adjust this to be “perceived” competence. They simply look like they know what they are doing.
Dominance: They display physical dominance over their rivals.
Soft messengers are the charismatic leaders we admire. They are the complete opposite of the hard messenger. They connect with their audience, they are relatable and have the following qualities:
Warmth: Warm messengers are caring and likable.
Vulnerability: To open yourself up to others, is actually a …read more
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