Organised by the Association of Advertising Agencies, last Thursday I was lucky enough to take part in a seminar in Bilbao with Ferrán Ramón Cortés, author of 'La isla de los cinco faros' (The island of the five lighthouses) and expert in communication. Three hours to reflect in a group on communication aimed at building relationships: how to get the public to pay attention to you, to appreciate what you are telling them and to want to communicate with you again. For those who are unfamiliar with the theory of the five lighthouses (Ferrán's five keys to effective communication), here is a summary:
1. Be clear about the message you want to give: a single big idea (and repeat it a thousand times).
2. A different, recognisable, special, valuable idea (it will be memorable if we manage to express it through a good story).
3. An idea expressed in the language shared by my interlocutors. That I connect easily with them, that people understand me.
4. The message that counts is the one that is received, not the one that is sent (being in touch with the feelings of the people receiving the message).
5. It's not about pushing people, it's about getting them to come to you. Communication is an invitation, not a coercion. I give valuable information, but everyone is free to choose. He convinces who believes in what he says.
Luis Sala