by Isabel Parlett

After a demonstration of “the Language of Connection” on a recent teleclass, one participant on my call said in amazement “I realize when I write about my business, I am so focused on giving the right information, that I forget that it’s a chance to invite people to be part of what I do.”

When we use the Language of Information, we give the facts. We essentially say “hey, on this day, at this time, I am offering this class, or my product goes on sale. Here’s what you’ll learn, here’s why you should take it, here’s how much it costs.” Nothing wrong with that, but by focusing on what information will get the response we want, we often forget the most important thing, the chance to connect, the chance to create a moment of shared appreciation for the things that really matter.

When we invite people to social events in real life, we warmly encourage them to be part of an experience we’ve planned and created for their enjoyment. When we invite, we tempt someone with the promise of a magical moment. We share our own excitement about what’s to come. In business, every time we write and talk about our services, we have the chance to truly invite our audience to experience something profound, to expand their horizons and to shift their concept of what is possible for them.

But so often we don’t. We forget. That promotional email is something you have to get done, not an opportunity to say something meaningful. You’re racing to get that flyer in before your deadline, not relishing a chance to share what excites you. Your 15-seconds at a networking meeting are 15 seconds of stress about getting it right, not a delicious chance to turn one more person on to a new way of seeing things.

When we look at why bad words happen to good people, so often it’s that we don’t know there’s another way. We get stuck in familiar ways of thinking and doing, and lose the spark of sharing something new. Without new guidelines to follow, we lose ourselves in the chaos of the day, and we don’t give ourselves permission to say what we really want. We forget to bring the full power of our thoughts and words to the table.

So, next time you’re up to write or speak about what you offer, remember, your job is to invite people to experience something they’ve never experienced, maybe never imagined for themselves. To move back into that spirit of invitation, go beyond the benefits, standard marketing language, or your need to sell, and focus instead on what you want people to feel and experience as a result of working with you. Share why you think it matters, how it makes the world a better place. You’ll step out of the work of selling and into the joy of inviting.

© 2008. Isabel Parlett. All rights reserved.

Isabel Parlett is a business communication expert who teaches business owners the art of finding simple, emotional language to share their most powerful and profound ideas with the world. Get a free email mini-course on The Changing Language of Business and ongoing inspiration around your business language at www.parlancetraining.com/ezine_optin.html.

Post from: EveryJoe

Are You Informing Your Audience or Inviting Them?