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Nói ngôn ngữ của khán giả của bạn

It’s only fitting that I write a post about communication sitting in a conference room in France. Last night we had dinner scheduled for 8 PM with a company at Kính soi, the oldest restaurant in Paris (est 1686). We were excited – this restaurant had patrons like Danton, Voltaire, John Paul Jones, Benjamin Franklin, and Thomas Jefferson.

kính soi

We’ve been having difficulty getting cabs here in Paris (not uncommon). The cabs come and go at their convenience. We waited half an hour at the hotel, and the concierge told us to head to the Taxi stand around the corner. Around the corner in France is much further than around the corner in the United States. We walked about half a kilometer to an intersection with a Taxi stand. And there we stood… another 45 minutes. At this point, we were late for dinner, and we hadn’t left yet!

Our taxi eventually showed up, a petite, beautiful French woman at the wheel. She politely asked where we were going… “Le Procope”, we responded. In French, she asked for the address. I had previously sent the address to my phone but didn’t sync it up, so I wasn’t sure – other than that the restaurant was down by the Louvre. For the next 5 minutes, we were passionately chewed out in words that I hadn’t heard since my Mom yelled at them (she’s Quebecois) as a young child. The taxi driver was yelling with such clarity I was able actually to translate…. “a lot of restaurants in Paris.”…. “was she supposed to have them all memorized?”…. Bill (business partner) and I sat with our heads down, scrambling to lock in a wireless signal and get the address.

Stressed out, I asked Bill for the address. He remembers everything… he had to remember this. Bill looked at me, stressed beyond relief, and began to repeat what he thought the address to be… in French. “Why are you telling me in French? Just spell it!!!!” He spells it with a French accent… I’m going to kill him. By this point, we look like Abbott and Costello getting our butts kicked by an angry French taxi driver that’s about half the size of us.

Our taxi driver headed out! She drove fast… screaming and beeping at any car or pedestrian who dared to get in her way. By the time we hit central Paris, Bill and I could only laugh. I picked up more of her speech… “sick in the head” and “Eat it!” as we darted in and out of traffic.

Khách sạn du Louvre

Cuối cùng, chúng tôi đã đến được trung tâm của Paris.

Our taxi driver didn’t know the street (she needed a cross street), so she let us out and told us to look for it. At this point, we were incredibly thankful to be downtown and safe and even laughing, given the theatrics we had just witnessed. I told her in French that I loved her, and she blew me a kiss… we were on our way.

Hoặc chúng tôi đã nghĩ.

Texas Mex Indiana

We walked downtown for the next hour or so… now 2 hours late for dinner. At this point, we hoped our company would begin to eat without us, and we decided to throw in the towel and grab dinner on our own. That was when we passed the Tex-Mex Indiana restaurant… Bill and I had to take pictures.

We rounded a corner and was Le Procope in all its glory before us. We hurried inside, and the waitress told us our company was still there! We shared a lot of laughs as we retold the events of the evening. Dinner was amazing, and we made some new friends.

Tuy nhiên, có một số bài học kinh nghiệm:

  1. To communicate effectively with your audience, you must nói ngôn ngữ của họ.
  2. To communicate effectively with your audience, you must cũng hiểu văn hóa của họ.
  3. To get to your destination, you need to biết chính xác ở đâu nghĩa là - với càng nhiều định nghĩa càng tốt.
  4. Đừng bỏ cuộc! Bạn có thể mất nhiều hơn một cách để đến đó.

This advice transcends French and English or France and Indiana. It’s how we need to look at marketing as well. To effectively communicate, we need to know exactly where our market is and where we want them to be, use methods to move them effectively that are natural to them, and speak in their language – not ours. And if you don’t connect the first way, you may have to try other ways to get your message through.

Nếu bạn đang thắc mắc ... chúng tôi bắt tàu điện ngầm trở lại khách sạn. 🙂

Douglas Karr

Douglas Karr là CMO của mởINSIGHTS và người sáng lập ra Martech Zone. Douglas đã giúp hàng chục công ty khởi nghiệp MarTech thành công, đã hỗ trợ thẩm định hơn 5 tỷ USD trong các thương vụ mua lại và đầu tư của Martech, đồng thời tiếp tục hỗ trợ các công ty triển khai và tự động hóa các chiến lược tiếp thị và bán hàng của họ. Douglas là một chuyên gia và diễn giả về chuyển đổi kỹ thuật số và MarTech được quốc tế công nhận. Douglas cũng là tác giả đã xuất bản sách hướng dẫn của Dummie và sách lãnh đạo doanh nghiệp.

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