Why we need to communicate from our values (and how to do it)
By: Charo Pinilla
Tags: Content, Get Noticed, Communications Strategy, Values, Neuroscience

Why we need to communicate from our values

At the time of writing this article (August 2019), more than four million one hundred and forty-seven blog posts are being published today, according to worldometers.

That can be a good thing.

It means you literally have information about every topic under the sun at your fingertips.

But as it’s always the case, this saturation of information also has a shadow side:

We can feel a bit like the proverbial needle in the haystack.

Not you, as a holistic practitioner or coach. I’m talking about your content.

Because inevitable, it will get lost among this huge amount of information.

So what’s the solution?

Fear-based communications vs Values-based communications

We see many marketing gurus promising to help us be seen. And very soon we discover that they teach fear-based tactics that don’t feel good to our hearts.

The name of the game seems to be: “Whomever scares the most people wins!”

Let’s take, for example, one email I found in my inbox last week. It read: “Digital Armageddon is coming”. True story here. I’m not making this up.

I read it -of course, my curiosity juices were flowing- but it left me feeling anxious for the rest of my day.

And it got me thinking: “-Is this the type of feeling I want to create with emails?”

NO WAY!

“ But Charo -you might be thinking- aren’t you doing the same right now, by telling us how crowded it is online?”

I believe there is a huge difference between sharing the facts and crafting a scary story for impact and shock.

Because telling the truth of the situation as you understand it can be healing in itself. So I consider it part of your role as a healer or transformational practitioner.

But it’s also true that the feelings we foster in other people by the language we use will create ripple effects we can not even foresee.

So my question for you is…

What’s the impact you want to make in this world?

This world could do with more peace, empathy, and compassion, don´t you agree?

Your words will create your world Click To Tweet

Of course you can motivate people through fear.

It awakens and activates deep parts of our brains connected to our survival. But we can also inspire people into action by connecting with a higher quality value.

What type of world do you want to create?

Do you want to increase the fear? Or bring more empathy and compassion?

You get to choose. So choose your words wisely.

Now the question is, how do you do it differently?

How can you get noticed by those who value both your work and who you are, in a way that feels good to your heart and builds a better world for all?

Ideas into Action: How to craft your value-based communications.

I learned this technique from Mark Waldman, neuroscience researcher and creator of Neurowisdom.

1) Identify your deepest value

After relaxing a little bit, connect with your heart and ask:

What is my deepest, innermost value?

Allow your intuition to give you one word or one feeling.

Be it empathy, connection, freedom or any other value, use that as your Touchstone from which you will craft any piece of content.

2) Bask in that feeling.

“Breath in” that quality through your heart. Close your eyes and imagine that it’s filling you up with each breath you take. Stay there for a few seconds.

3) Speak from that place.

Now you’re ready to write your articles, record your videos and post your status updates on social media. You can stay connected to your heart through all the process by repeating the value like a mantra.

In my case for this specific article, the value I came to me was “Compassionate Truth”.

Now it’s your turn to put this into practice.

Remember, you don’t need to use fear-based techniques. You can choose to do something different by consciously writing from your highest values. And by doing so, you will be adding that quality to the world.

Now go and ask yourself:

What is your deepest, innermost value?

Please share here the value that came to you.