Communication styles are not “one size fits all.” According to leadership researcher and author Mark Murphy, there are four styles that are likely in your workplace (as well as in your customer base). These fundamental styles fall into the camps of analytical, intuitive, functional and personal. One is not better than the other, and they each have pros and cons in how well they gel when working together.
The analytical style, not surprisingly, likes facts and figures. When you show them the numbers and the data, they’ll get what you’re saying. But you lose them with vagueness. These are the ones who attach to logic and detach from emotion – which is why measurable numbers have an appeal.
On the other hand, intuitive communicators look for the “big picture.” They’d rather not be bogged down with a bunch of numbers and a step-by-step roadmap. But do explain the vision and destination. What outcome are you seeking?
Don’t put that step-by-step roadmap too far out of sight, because your functional communicators would like to take a good, long look. They’re methodical. They like details, timelines and clear procedures. You can see why putting them on the same team with an intuitive communicator would cover a lot of bases – but also create friction between them.
Then there’s the personal style that pursues a different level of connection. Personal communicators use evocative, emotional language. They express empathy, taking in how people feel as opposed to just what they say. These are your good listeners and ones that want to solve conflicts. They’re good at building and maintaining relationships.
Most workplaces have elements of each style, and the best way to address this mix is by recognizing that it exists. First, understand your own communication style, then begin to recognize how others on your team best take in information. If you want to achieve success, tailor your communication to their preferred style. Or when you realize you’re up against a frustration that doesn’t seem to be getting any better, take a different tack by adjusting your style.
Remember, communication – whether it’s in your workplace or with your customers – is about presenting a message that someone else processes and understands. Just as your team is made up of these different styles, so is your customer base, and your marketing should use elements for every style.
For example, direct mail letters and landing pages use statistics and results for the analytical prospects. They draw a picture of how you’ll solve a problem for the intuitive prospects. For the functional prospects, they’ll get a step-by-step process for what they need to do to access these benefits. And the personal communicators hear the empathy in a reassuring tone – such as when you say, “We know it’s important to keep your family safe.”