Dr. Diane Howard's Publications, Presentations                                       
 

Effective Non-Verbal Communication/Marketing Skills                             
 (On-site and Distance)                                                 
 

  Effective communication is not one-way. It does not just involve information dissemination. 
  Effective communication facilitates respectful and positive human connections and relationships.
  We say more and convey the truth more in non-verbal communication than verbal.                                           

  Much is at stake in using effective non-verbal communication skills in marketing.
  When  speakers convey enthusiasm for their products and personal interest in participants,
  clients are more captivated. In being more engaged, clients are more responsive.

  If you were my client and I was trying to market a product to you while I was leaning back with
  my crossed and my eyes darting around the room, would you be convinced of my enthusiasm for
  the product or of my commitment to you as a client? If I sent you correspondence by regular mail
  or e-mail in which there was no personal greeting or use of your name, would you think that I was
  personally committed to your genuine welfare. In either of these cases, I would be giving negative
  non-verbal cues that might
  cause you to distrust  or resist me.   

  What can you or I do with positive non-verbal cues to engage, captivate, and motivate clients to
  action and participation?

Non-Verbal On-Site Communication Skills for Effective Marketing:

·         Displaying open, responsive, warm eye contact, leaning towards client, and getting close
without violating personal space convey sincerity, concern, trustworthiness.   

·         Appearing visually interesting, warm, others-centered, connects client to subject and speaker. 

·         Using hands is impacting. Reaching out to others communicates caring. Gesturing deliberately
and naturally with hands at about waist height conveys energetic desire to connect with others. 

·         Using body language that is confident generates in others the desire to participate. Using open
gestures is inviting to others. 

·         Wearing clothing with color can make the communicator look more alive.

·         Female communicators should wear natural-looking make-up and minimal jewelry

·         Male and female speakers should not wear cologne or strong scents to which client may be
allergic.   

·         By remaining calm, the communicator instills confidence in clients.  

·         Effective communicators look at those who are clients with a warm, relaxed faces and bodies. 

·         They do not appear aloof, distant, and impatient. 

·         Skillful communicators smile, when possible, because it communicates acceptance, respect, and
good wishes.

1.  They understand that communicating without affect contributes to confusion and conflict.

2.  They avoid negative non-verbal communication that includes knitting brows, crossing arms,
leaning back...

Non-Verbal Cues in Clients

·         Body language conveys interest or disinterest. 

·         Cues that display interest include the following: eye contact, smiling, leaning forward,
hands in front of body. 

·         Cues that display disinterest include the following: lack of eye contact, knit brows, no smiles,
leaning back, hands behind body.

Non-Verbal Communication Skills in Text/Print

·         Use stationery with pleasant colors, graphics, fonts.

·         Use marketing materials with pleasant, professional photos
 of clients using your products.

·         Use the client’s name respectfully in greetings.

·         Add warm, caring tone by add adjectives.

·         Use appropriate grammar, spelling, capitalization, and punctuation.

·         Use warm closings.

·         Non-Verbal Cues on Web sites
 
(1) An excellent Web site serves the needs of visitors.

      (2) The Front page of an effective Web site is attractive, inviting, focused, and
             humanized.

            (3) Information and ideas on it support the overall purpose.

            (4) It provides primary sources, which are new and not readily available to
                  intended audiences.

            (5) These sources are clearly cited to communicate credibility, authority,
                   and copyright ownership.

            (6) Effective Web pages include relevant information, engaging graphics,
                 and useful links.

            (7) Content on good Web pages is accurate, complete, and up-to-date.

            (8) Web authors give evidence of their knowledge, experience, or expertise
                   on their Web pages.

            (9) They provide tips to keep visitors coming to the Web site and to
                  communicate that they are on the current, cutting-edge in their work.
         
           (10) Effective Web sites are dynamic and on the cutting-edge.
 
           (11) Current resources invite regular site visitors.

           (12) Dynamic Web sites provide visitors with means to interact, at least
                    via e-mail contacts.

            (13) Engaging Web sites have humanizing elements.

            (14) They facilitate meaningful and productive personal and professional
                    relationships.

            (15) Inviting Web sites foster community, connection, relationships.

            (16) They serve and encourage a social group and following.

            (17) Effective Web sites provide easy-to-find information.
                   (They are not overwhelmingly cluttered.)

                                              

References                                           

Conrad, L. (2002). E-mail Addiction, A 12-Step Recovery Program. Retrieved August 11, 2002 from http://www.nacubo.org/website/members/bomag/1097_conrad.html.

Elam, P. (1997). A neophyte's guide to effective e-mail. WebNovice.com. Retrieved August 11,
2002 from http://www.webnovice.com/email.htm.

Fielden, N. (2001). Internet research. Jefferson: McFarland.

Grayson, C. & Baldwin, D. (2007). Leadership Networking: Relate, Collaborate, and Get Things
Done Leadership Networking: It's About Relationships. Center for Creative Leadership.
Retrieved January 8, 2008 from
http://www.ccl.org/leadership/enewsletter/2007/OCTnetworking.aspx.

Helgesen, S. (2008). Everyday Revolutionaries: Working Women and the Transformation of
American Life.  Sally Helgesgen. Retrieved January 8, 2008 from
http://www.sallyhelgesen.com/book.cfm?isbn=0385480253 .

Helgesen, S. (2008). The Female Advantage: Women's Ways of Leadership. Sally Helgesgen.
Retrieved January 8, 2008 from
http://www.sallyhelgesen.com/book.cfm?isbn=0385419112.

Howard, D. (2007) . What is at Stake in Observation of Leaders? The Psychology of Leadership
and Role Modeling Influence. Diane Howard. Retrieved January 8, 2008 from http://dianehoward.com/What_is_at_Stake_in_Observation_of_Leaders.htm .
Retrieved January 5, 2008 from http://www.fastcompany.com/magazine/13/womenofpr.html.

Porter, K. (2003). Women Leaders: Strategic Yet Invisible Assets. Link & Learn E-Newsletter.
Retrieved January 9, 2008 from
http://www.linkageinc.com/company/news_events/link_learn_enewsletter/archive/2003/05_03_
women_leaders_porter.aspx  

San Diego, G. (2002). The art of writing e-mail. Online Marketing Since 1994. Retrieved August 11,
2002 from http://www.net-market.com/email.htm#salutations.

Dr. Howard's Papers and Presentations                                                    

Contact Dr. Howard                                                      
dhoward@vvm.com                                                       
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