05 COMPREHENSION LACK OF CLARITY & CONSISTENCY INTERFERENCE Clarity and consistency increase perceived accuracy of messages and therefore brand Common communication practices WHAT IS SPEAK EASY? reputation and validation that interfere with sense-making Q in one-to-many communication 06 01 LACK OF EMOTION CONNECTION ANALYTIC MIND Emotional connections to your target Speaking to the "analytical mind" — locking audience lead to increased outcomes your prospects in analysis & critique 07 02 NEGATIVISM & BUZZ WORDS IRRELEVANCY Use of insider buzz words, e.g., "Robust, There is little place for negative and irrelevant object-oriented technology paradigm" information in successful messages 08 03 LACKING A HUMAN-TO- OVER IMPORTANCE HUMAN CONNECTION Put B2B and B2C aside, and communicate Arrogant messages that fail to communicate first and foremost from an H2H customer-focused benefits perspective 09 04 FORGETTING THE BLAH, BLAH, BLAH MOTIVATORS OF THE TARGET AUDIENCE Messages that fail to sell, and are guilty of the "blah, blah, blah" syndrome What motivates the target audience is core to the success of your messages THE SCIENCE OF COMMUNICATION BEHAVIORAL COMMUNICATION PAGE 18 MAKING SENSE & CHANGING BEHAVIOR AT SCALE YOUR WORKBOOK NAME PAGE 1 | 19 FOUNDATIONS WORKSHOP