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Text comes from the book: “Wings on the head - The creativity training for non-creatives” (2013), published by BusinessVillage Verlag, reprinted with the kind permission of the publisher.

Here writes for you:

100Wolfgang Traub is a creative communicator, academy lecturer, cartoonist and illustrator. Wolfgang Traub was born in Frankfurt / Main in 1956 and has lived from communicating situations and ideas in images or text for more than 30 years. Among other things, he was a lecturer at the free academy in Freiburg until 1993. For his clients - mostly from the business world - he created thousands of pictures, cartoons and illustrations and wrote books, advertising texts and lectures.

Creative Communication in Marketing: Spinning - but right!

But why are so many misunderstandings in communication and business life arising? Because everyone brings different values, experiences and ideas into the communication - and many are not even aware of that. How to avoid that these crazy ideas collide? Best of HR – Berufebilder.de®

Are readers and listeners too stupid?

The obvious assumption that our valued listeners or readers are too stupid to understand our input is just as unlikely as the presumption - more distant - that we ourselves are too stupid to communicate. No, forget it ...

Tip: If you are already in “creative mode”, then do not hesitate to tune your communication with a few unusual ideas, innocuous gags, surprising details and other gimmicks - your audience will thank you.

Be original

If circumstances permit, you do not have to do everything the way others do - you're welcome to do it better.

An original, entertaining speech will almost always score points and an original and reasonable negotiating partner remains unforgettable.

Why not make compliments to Germans

People are not identical, differ in their experiences, values ​​and their formation - in other words, everyone spins as best he can. And everyone has different ideas.

Tip: Text as PDF (please read the instructions!) or to this text complete eCourse or series Download. Actions or news via Newsletter!

What seems logical and comprehensible to one person does not automatically mean something to the other.

Communication works better emotionally

Even what is called bare facts is based on individual experiences, values, the state of education and the information available.

Therefore caution: You should not build communication only on systematics and logic.

Empathy and information

I recently read in an interview that Indian businesspeople are learning about Europe, that they have to compliment French business partners - but definitely not German ones ...

In order to gain personal acceptance from your listeners, readers or negotiation partners, you need a certain empathy and as reliable as possible information about their expectations, habits and the way of dealing with them. From this, you create a picture, an idea of ​​how you can reduce or remove the distance.

Increase communication skills, create the basis for success

If you succeed, you can increase your communication skills immensely and thus create an important basis for social success. Such an image of your counterpart or target group is the prerequisite for addressing them personally. What is obvious in the advertising applies here as well:

You are all the more successful the more you are able to create a convincing picture of yourself and your concerns, in which your negotiating partners, listeners or readers can find themselves. Personally, with their personal goals, wishes and needs.

Participants feel viewed and perceived

In a successful communication, the participants also feel personally and perceived.

In the plain text: If you simply write down a text that is as well constructed and formulated, then you hardly generate acceptance - rather pity or aggression. We know that enough of the telephone advertising.

What do your conversation partners think?

Talk to people so that they feel addressed personally!

For this you need a picture of your counterpart, your readers, listeners or negotiating partners. How do these people think? In which environment do they live, and how does this affect their view of things?

3 steps to get an idea

And try to get a picture of how these people in turn see you personally, where they might be biased, where they might be open to your concern and where they might feel attacked.

This is best handled in three steps:

  • collect your perceptions,
  • create associations with your experiences and
  • get a picture of the situation.

Books on the topic

3 responses to "Creative communication in marketing: spinning - but right!"

  1. Job college says:

    Creative communication in marketing - 3 / 3: spiders - but right! by Wolfgang Traub - Recommended contribution xiTEQUJ4p5 - Recommended contribution fXFSD0zC3S

  2. REGIS GMBH says:

    Creative communication in marketing - 3 / 3: spiders - but right! from
    Wolfgang Traub

    via @berufebilder - Recommended contribution ufsLUPUctF

  3. Thomas Eggert says:

    Creative communication in marketing - 3 / 3: spiders - but right! from
    Wolfgang Traub

    via @berufebilder - Recommended contribution WwzRoSVXTo

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