Think About Your Style: The Art of Authentic Business Communication
In the relentless pursuit of new clients, we often overlook a fundamental truth: every interaction is an audition. Not for a performance, but for a relationship. The way we present ourselves, the words we choose, and the approach we take all serve as a mirror reflecting our professional identity to the outside world.
“With one eye you are looking at the outside world, while with the other you are looking within yourself,” observed the Italian painter Amedeo Modigliani. This dual perspective isn’t just artistic wisdom—it’s the cornerstone of effective business communication.
The Paradox of Perception: #
Consider this: anyone who is not yet a client is a potential client. This simple statement carries profound implications for how we conduct ourselves in every professional interaction. Your style becomes your signature, your approach becomes your brand, and your message becomes your calling card.
Yet here lies the paradox. While we’re constantly looking outward, analysing markets, studying competitors, and chasing prospects, we often neglect the inward gaze that Modigliani spoke of. We forget to examine our own reflection in the mirror of professional interaction.
The Science of First Impressions: #
Research in social psychology reveals that people form lasting impressions within the first seven seconds of meeting someone. In our digital age, this window might be even shorter. Your email subject line, your LinkedIn message, or your cold call opening—these aren’t just communication tools; they’re the architectural blueprints of your professional reputation.
The businesses that understand this don’t just communicate; they curate. They don’t just send messages; they craft experiences. They recognise that style isn’t superficial—it’s strategic.
Beyond the Transaction: #
When we speak of style in business communication, we’re not discussing fashion or flair. We’re talking about genuineness, consistency, and intentionality. Your style should be a genuine reflection of your values, your expertise, and your commitment to serving others.
Think about the professionals who’ve made lasting impressions on you. Was it their credentials alone? Unlikely. It was probably their ability to make you feel understood, valued, and confident in their capabilities. This doesn’t happen by accident—it happens by design.
The Mirror Effect: #
The most successful business communicators understand that their style serves as a mirror for their prospects. When someone receives your message, they’re not just evaluating your product or service; they’re imagining what it would be like to work with you. They’re asking themselves: “Does this person understand me? Do they respect my time? Do they share my values?”
This is where the inward gaze becomes crucial. Before you can effectively communicate with others, you must first understand yourself. What are your core values? What makes you different? What do you want to be known for? Your style should be the external display of these internal truths.
Consistency: #
Consider brands like Guinness, which has been consistent in its messaging and style since 1759. Despite being an instantly recognisable product, they continue to invest heavily in maintaining their distinctive voice and approach. If a global brand with centuries of recognition still prioritises consistent communication, what does that tell us about the importance of style in our own professional interactions?
Your style should be recognisable across all touchpoints—from your first cold email to your final project deliverable. This consistency builds trust, and trust is the foundation of all meaningful business relationships.
The Human Connection: #
In our increasingly digital world, genuine human connection becomes more valuable, not less. Your style should bridge the gap between professional competence and human warmth. It should demonstrate that behind your expertise lies a person who genuinely cares about solving problems and creating value.
This doesn’t mean being informal or casual. It means being genuinely yourself while maintaining the highest standards of professionalism. It means showing empathy while demonstrating expertise. It means being confident without being arrogant.
The Path Forward: #
As you consider how you wish to be viewed by the outside world, remember that style is not about perfection—it’s about being genuinely yourself. It’s about finding the courage to be truly yourself while serving others at the highest level.
Your style is your professional signature. Make it count. Make it memorable. Make it unmistakably yours.
Because in a world full of generic messages and templated approaches, being genuinely yourself isn’t just refreshing—it’s revolutionary.
The businesses that understand this don’t just communicate; they connect. They don’t just sell; they serve. They don’t just transact; they transform.
Thank you for reading.
