Yes, no, maybe…
It is absolutely none of my business how you choose to vote in the referendum next Saturday. And, I will not tell you how I intend to vote.
But, I will share with you two major communicational mistakes that have been made during the debate over the referendum. Whichever side loses they need to do some soul searching about how they speak to voters.
Admit to problems and weaknesses
It seems like politicians live in a world where problems don’t exist and mistakes never get made. When have you ever heard a politician say":
“Yes, my opponent made a very good point.” or
“I’m sorry. I made a mistake.”
Never happens.
In my experience admitting to problems makes people trust you even more because they realise you are an honest advisor, not just a salesperson. If you never admit to problems or mistakes you come off as slick and dishonest.
Therefore I am happy to say things such as:
“Yes, doing it this way will take an extra 4 weeks.”
“If we do treatment X it will cost you $1,280 more.”
“Even with the best care, this treatment fails 8% of the time.”
Being honest about problems and weaknesses makes you relatable and trustworthy.
Give reasons why
Whenever you suggest something give the person reasons why it is advantageous to do it. Don’t just assume that the person knows why, and certainly don’t think that a slogan or a jingle is a reason why.
Reasons why that I often used were things such as:
“If we do this the tooth will be much stronger and more durable.”
“Replacing this tooth will stabilise that side of your mouth and prevent the other teeth tilting over.” or even a simple thing such as
“If we do this you get to keep your tooth.”
Reasons why must be short, clear and easily understood.
But, as mentioned, they cannot be slogans, catchphrases, songs or the vacuous “sound bites” we hear every night on TV.
There must be substance to a reason why. A reason why must actually mean something tangible.
I hope the above two suggestions help you with your patient communication. Have a good week!
