Influence through empathy:
Considerate communication for meaningful action.
When we are more considerate of our audience, our audience is more motivated to act.
Francis Nicholls-Wunder
Brands that put their trust in us
Building cultures that communicate with more clarity, consistency and confidence.
www.lightcreative.com.au
What is bad communication?
DISCUSSION
What is good communication?
DISCUSSION
“System 1 is fast, instinctive and emotional;
System 2 is slower, �more deliberative, and more logical.”
DANIEL KAHNEMAN
Considerate communication means being less instinctive and emotional, and being more deliberative and logical.
When you aren’t considerate about communication, you usually f*ck it up.
“People don’t buy what you do; they buy why you do it.”
SIMON SINEK
It’s not just what you say; it’s why your audience should listen.
Why
ONE
Shared goal
How
TWO
Time & Place
What
THREE
Tone & Ask
1. Why - Shared Goal�Frame it so it benefits them too
2. How - Time & Place�The right medium at the right moment
3. What - Tone & Ask�Relatable language and a clear next step
Imagine yourself walking into your favourite cafe to buy a coffee…
CONSIDERED COFFEE ORDERS
Who
Audience
Who would you NOT speak to in the cafe to order a coffee?
Who WOULD you speak to in the cafe to order a coffee?
Why
Shared goals
What’s your intention in speaking to that person?
What’s their intention in listening to you?
Where do those intentions intersect in a shared goal?
How
Time & Medium
What medium of communication would you NOT use to order a coffee?
What mediums WOULD you use to order a coffee?
What
Tone & Ask
What tone and words would you NOT use to order a coffee?
What tone and words WOULD you use to order a coffee?
Time to practice
Pick an important upcoming communication you want to prepare for.
It could be:
Or any other time where it’s important you are an empathetic, compelling communicator.
Who (Audience)
Who is your audience?
What do you know about your audience? �(Time poor? Data driven? Socially conscious? All about the money?)
How do you know they are the right person to speak to?
Why (Shared goals)
What is your goal in speaking to them?
Why should they care what you have to say? (Values? Outcomes?)
Articulate a simple shared goal.
How (Time & Medium)
What medium will your audience best respond to?
What time and day should you reach out to them?
What (Tone & Ask)
Brainstorm some tone of voice words to use. Pick your top 3.
How do you want your audience to feel?
What are you asking your audience to do?
1. Why - Shared Goal�Frame it so it benefits them too
2. How - Time & Place�The right medium at the right moment
3. What - Tone & Ask�Relatable language and a clear next step
Share your ideas
Take turns to present you considered communication. Give constructive feedback and ideas
See if you can be creative with: