Because we are surrounded by it each day & night, because we are all immersed within the vast ocean of communications in our connected, networked, diverse society we can actually fail to understand that what we each need to do is effectively communicate to other human beings.
We take it so much for granted, we accept the conditions, and presentations of communication as if we are breathing it like air; for this simple reason we can fail to understand the true significance of communication, we can forget that each aspect of what we do is predicated on being able to make others understand.
Being able to gain the attention of the right audiences, and then holding this attention long enough for this communication to take place, for this communication to then result in actions, changes of mind, development of ideas – this is the critical thing. This is what Education is founded on.
We take communication very much for granted these days, because it has become the medium of our existence; now more than at any other time in human social history, communication is the most valuable, powerful means of exchange. You might think that currencies are the most important media of exchange, but communication is the cardinal condition.
Because we now have a global, mass media which seems to be inclusive, to be universal, we can take it very much for granted. Because of this ubiquitous quality of communication it is now even more important to be distinctive, to stand out.
We are experiencing a major social shift, a struggle, an information and communications war.
Don’t be under any illusion, communication is the very substance of human society, those who can publish and present ideas, who can influence others, who can command attention are the shapers of our society, from the micro, to the macro.
The forms, and different media which make up our communication options is very important to consider. This little article, for example could so easily be a short video, or an audio podcast; because I know a lot people involved with education are usually big readers, I chose to write it.
The mechanics of how we put together our communication is what I am involved with, I have a specific series of processes which I know is effective:
1. Build a list of interested people, by setting up a dedicated ‘squeeze page’ that offers a valuable incentive to register interest.
From this compiled list we then have a known quantity of potential clients. We get traffic from various sources, paid and organic, but we need to build our digital assets and put our structured process into operation. Communication with this list is essential, capturing their responses to our presented materials.
2. We then build an ‘edge on’ sales sequence for our education offer, a series of videos, and pages which we run by our interested traffic and list. This happens over a set time, with a few days in between each section.
3. The very last element of our ‘edge on’ approach is the offer itself. We define and tweak this offer as we go, capturing responses and comments from our audience, adjusting the relevance of our offer. We don’t make assumptions, or impose our beliefs about what people need, we give them what they want.
Once we have our sales, we can then commence presenting our offer, our education/training events, we have to look after our students once we have them in our system. We can offer bonuses and benefits in addition to our central offer, to make things appealing and provide additional value.
Through being intentional, and setting up this sequence of pages, videos, audio, text we are essentially building our infrastructure.
Communication, applied, delivered and received, this is what education and training is all about. The modern way of teaching, today’s digital resources and people – this is what this is all about.