Joe, Lead With Yes!
Note: Political communication is filled with lessons for business communicators, both corporations and people. While this post touches on politics, it’s about communication and is meant to be non-partisan. I’m open about my political leanings and am happy to discuss those. But the point of my blog is communication strategy, creative and distribution. During this political season, I will write about those things, but not about politics.
I’m fine with “malarkey.” But I say No to Joe’s “no”.
When Joe Biden kicked off his No Malarkey bus tour for his run at the 2020 presidential election, Twitterati and talk-show hosts roasted the 77-year-old candidate. His choice of the word “malarkey” set Trevor Noah’s Daily Show crew off on a skit calling Biden “old timey” and out of touch.
Words matter, indeed, but Biden makes a bigger no-no with the “NO” in huge white letters on the side of the bus – it’s not about malarkey.
Communication is best when it’s positive. Tell me what you believe and what you stand for, not just what you’re against. Tell me what you will do, not what you won’t do. This is especially true for politicians, and they’re particularly bad at it. But it applies to businesses and marketers as well.
If you make software, you lead with “Safe and Secure,” not with “No Viruses.”
If you grow and sell vegetables, your headline is “Fresh, Natural, Nutritious,” not “No E Coli!”
If your business is selling tires, you go with “Great Traction,” not “No Slipping.”
Positivity
Communication that is positive creates openings and opportunities. Negative communication, meanwhile, is limiting and obstructive. Of course, you say, that’s the point. Well, if you want your communication to limit or even end relationships, then stick with the negatives. Biden’s big bus should boast in the affirmative. Same goes for all of us as communicators. Be positive and tell people what you’re going to do. But I see far too much negativity in business communication.
Let’s fix that. (See, I didn’t say, “Don’t do that.”)
Making a list of rules or guidelines? Make it a list of Do items, not Don’ts.
Communicating subpar sales results to your team? Lead with the positive action you expect, not with the negative of a missed goal.
Thanking someone? Tell them specifically why you’re grateful. Don’t do the “can’t thank you enough” thing.
Issuing a complaint? Get your “no” out of the way quickly and focus on positive outcomes.
Setting up a meeting by email? Lead with things you do want to happen. “I can meet at 9:30 Wednesday,” instead of “I cannot meet Tuesday but Wednesday might work.”
Asking for a favor? Just ask nicely; there is no need to include “Sorry to bother you.”
Painting your tour bus? Put a giant Yes on the side, please.