Alright – so today we’ve got the honor of introducing you to Jennifer Horspool. We think you’ll enjoy our conversation, we’ve shared it below.
Jennifer, thank you so much for making time for us today. We can’t wait to dive into your story and the lessons you’ve learned along the way, but maybe we can start with something foundational to your success. How have you gone about developing your ability to communicate effectively?
One of my favorite sayings about communication comes from a “Fortune” magazine article authored by William H. Whyte in 1950, “The Biggest Problem in Communication Is the Illusion That It Has Taken Place.”
We talk, but did they hear? Not just hear the words, did they understand the message? If they think they understood the message, was it received as it was intended?
The real problem with communication is that it encompasses perception, which is very difficult to navigate. We listen and process through the lens of our perceptions. Our perceptions are created throughout our lives based on values, experiences, the way our brain recorded those experiences, our learnings, whether we’ve been taught to question, challenge, or obey, and thousands of other factors.
As marketers, we strive to create messaging that not only captures attention of the right people but also inspires them to take action. We have to understand what they’re looking for before they’re looking for it. We study psychographics, demographics, industries, thought processes, limbic messaging, and so much more in an effort to effectively communicate messages to broad and refined audiences across a variety of channels. It’s not easy. So I study communication strategy, psychology, mindset, and roadblocks preventing messaging from landing. I’ve been studying communication since the 80s.
The #1 way to understand how to communicate to a specific audience is to first listen and understand what they want from you. Not what you can provide to them. Not what you want them to hear. Not what you want them to do… what do they want? Why is this important to them? What’s it going to do for them? Why do they want that outcome? Keep going deeper. This is taking your message vertical. Delve deep. Ask and listen. Create messaging… then test it out. Simplify.
A confused mind doesn’t take action. A confused mind wants out of the discomfort of confusion so it will avoid your communication if you don’t make it easy. You think you’ve communicated, but no one read or listened to your message. Try it again another way. Learning to communicate effectively is always less about you and more about the audience you want to influence. What do they need to hear to take action?
Thanks, so before we move on maybe you can share a bit more about yourself?
I turn professionals, companies, and brands into the Go-To Experts of their industries. I do this by refining their messaging, getting them in media, building up their digital footprint, and placing them on the right stages, the right platforms, in front the right audiences, tying in their topics of expertise to their brand names. My agency, Engagement PR & Marketing specializes in healthcare – the full gamut from technology and innovation to doctor’s offices, doctor networks, management services organizations, and more. We work with brands outside of healthcare as well, specializing in brands with an altruistic mission. We care about making life better. If your brand makes life better, we like to connect you with your audiences so you can help more people make their lives better. Better lives means happier people. We like happy.
Coming up, Engagement PR & Marketing is sponsoring Liza Boubari’s The 3E Event, where I will serve as Master of Ceremonies. The event is taking place Sept. 30 at The Embassy Suites in Glendale. This transformative event will host celebrities and entrepreneurs as well as healers and strategists to inspire and guide attendees through a journey that Evokes what was (memories from the past holding you back), Embraces what is (you are where you are now because of your thoughts, memories, and brain programs), and Evolves to what will be (set a vision and a path to the life you really want). Liza Boubari is a clinical hypnotherapist who first healed her own internal issues that manifested as physical ailments and now she helps others do the same. The 3E Event is in its 9th year: three 3s. That’s an angel number!
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
1. Seek first to understand, then to be understood. We think our point of view is so important, but so does the other person. You cannot learn as much while you are talking as you can from actively listening with the intent to understand. If you want to share your knowledge, write, post, start a blog, or launch a podcast. In conversations, seek to understand.
2. Come at everything with a curious mind. Wonder. Seek answers that differ from your current beliefs or understanding. The reason we research to validate is because our egos get in the way of learning for fear of being wrong. The reality is, truth is only true because you believe it to be so. Seek alternate views to get a full view scope of any one topic. You’re smartest when you can understand a viewpoint from a variety of perspectives, not just your own. Be curious. Ask questions. Research and don’t settle for the first few things you find. When you find differing viewpoints, explore each with an open mind, then analyze your research and never sit solidly on your findings. Always be curious to learn more.
3. Adopt an attitude and create a culture of continuous process improvement. This includes consistently analyzing how to improve processes so that when crises, and even better – near crises – happen, you improve processes to reduce opportunity for these crises to happen again. This also removes blame from people and places it on processes, which allows more truth and authenticity in the improvements. We’re never going to be perfect. We’re not supposed to be. Things happen. How do we handle them and how can we ensure more of the outcomes we want in the future? Continuous process improvement.
Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?
We are looking to collaborate with private equity in healthcare, CEOs of multi-site physician practices, and marketing directors / communications VPs and others interested in improving the quality of healthcare from the inside as we build their brand, share their knowledge and expertise, and encourage collaborations that improve the quality, cost, and experience of healthcare from the patient, employee, and leadership perspective.
Contact Info:
- Website: https://engagementpr.com/
- Instagram: https://www.instagram.com/engagementprmktg/
- Facebook: https://www.facebook.com/EngagementPR
- Linkedin: https://www.linkedin.com/in/jenniferlhorspool/
- Twitter: https://twitter.com/EngagementPr
Image Credits
Brandy Constanino The Art of Lens and Mega Brands
