An interesting lesson for anyone who communicates:
Recently in France there were rumours on the Internet about an alleged homosexual relationship between President Macron and his bodyguard, Mr. Benalla.
And what did Macron think he should do?
He denied it by saying:
“Benalla is not my lover”.
As my friends in Genoa would say (try to imagine it with a Ligurian inflection):
“Belìn, Macron, but have you also become President of France?”
It is actually a very serious communication error.
Why?
The journalist Marcello Foa (little known to the public, a pupil of Indro Montanelli, and about to become President of RAI) says something about this in his blog:
“When you have to deny something, you must never use a negation, because our subconscious tends to neglect the word “not”.
The great American linguist George Lakoff has been explaining it masterfully for years starting from the title of his famous essay
“Don’t think of an elephant”.
He invites you not to think about that animal and you, reader, what are you doing right now?
You are thinking about the elephant.
[…]
Therefore, if you say “Benalla is not my lover”, people think that he actually is or that he may be.
It was a serious mistake for a politician who should be familiar with the principles of communication.
Of course, I don’t really care about Macron and his sexual orientation.
But if you see all this from the point of view of communication, it’s interesting.
Think about how many mistakes we can avoid in business:
- when we write the subject of an email;
- in the content of these same emails;
- in our offers;
- in our posts on Facebook or LinkedIn;
- in blog articles;
- in WhatsApp messages;
- when we speak on the phone;
- during a sales visit, face to face with the customer;
- during a corporate meeting;
- during a meeting with an employee or boss;
And what about in private?
It would be enough here to think about the traps that can be hidden in communicating with our wife…
… but from now on it will be enough to bear this teaching in mind and we’ll be able to avoid many of these traps! 😉
Going back to business, here is the MORAL:
“Don’t think about lead generation!”
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