The Purpose of Communication is Connection
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We are constantly communicating with the outside world.
In everyday life we nonverbally signal that we are happy, sad, open to conversation, excited, or a variety of other things. We express ourselves and connect with the world through what we say and do.
When we communicate with our prospects, customers, employees, or shareholders, we seek to make a connection in order to build our community, or grow our business.
The stories we tell, the ads we create, and the speeches we make all have one underlying goal of connecting with our audience.
This connection has been with us since the beginning of human-kind and the need to be together in community.
When our ancestors grouped up and formed tribes, they were trying to survive as best as they could. But why did they stay? Surely there was someone more powerful that they could have joined; Someone with more resources that would lead to a more fruitful existence.
It was because their group gave them something more than just protection, survival, or daily sustenance. They gave them a sense of belonging and a purpose. They were connected with their community through the constant affirmation and vision that was communicated by their leaders.
We find this even now.
People stay at jobs that may not pay them as much largely because they are part of a community and a collective belief. The community become our identity and these groups make us feel special, needed, and connected as part of a larger whole.
But, how do we really connect with people through our communication?
It starts with a deep seated curiosity for others. When we are genuinely interested in other people and acknowledge their desires and pains, we can establish a connection through our nonverbal communication. When we listen to them and respond empathetically, we establish a bond.
From there, we want to communicate common values and beliefs. This strengthens our connection with like minded individuals and provides a common cause to live for. Be vulnerable and open to others. Use “we” and “our” language, and be inclusive.
Examples of this are Apples marketing toward the disruptors and artists back in the late 90’s and early 2000’s, and a darker version is the campaign against traditional media outlets recently.
Finally connecting with other people comes down to repetition. Continue to repeat the love you have for other people, repeat those common values, continue to hammer home your shared purpose.
Doing these things will build a bond with other people that is hard to break. Take a look at political figures like Bill Clinton, Barack Obama, or even Donald Trump, Look at Brands like Coca-cola, Apple, and Harley Davidson. These people/brands have connected with there audience to such a high degree that their bond is nearly unbreakable.
In the end, we communicate to connect with others, regardless of our other motives; and we can build incredible movements if we follow a few principles along the way.
