A long time ago, my wife and I decided to do a Fall weekend getaway at a lovely bed and breakfast in Scottsville, Virginia.  That part of the country is gorgeous when the leaves turn.  We even sprang for a “vintner’s dinner,” something WAY outside my experience at the time.

The Best Meal Ever

The weekend was wonderful.  The B&B was delightful, and WOW was the dinner awesome!  We sat in rapt attention as Luca, the winemaker and general manager of nearby Barboursville Vineyards explained how each wine was produced.  He helped us to appreciate the nuances in the flavor of each one and why the pairing worked so well with each carefully selected, delicious course.  The order and timing of the offerings were perfect.  By the time the food or wine touched our tongues, we were eager to enjoy it.  Three or four hours into the meal, Aprell and I realized that the couple we had become immersed in conversation with were the only other guests left in the dining room.  We were certain we’d never had a better meal.

Looking back, there is no doubt in my mind that the food was exquisitely prepared and was truly delectable.  It wasn’t until years later that I learned to appreciate that there is so much more to taste than the food itself.  Restaurateurs know that if patrons enjoy the whole experience, the food tastes better.  The total experience primes the palate, and the food becomes exquisitely memorable.

What’s This Got to do With Magic Beans?

Communication, like food, is more than the mechanics of the activity.  Yet, in today’s hectic and stressful business environment, it is frequently rushed, poorly prepared, and shoddily served. As a result, opportunities for meaningful connection and memorable messages are lost.  Have you ever sent a message to prepare residents for an upcoming event, and the day of the event you get angry calls because they were never told?  Have you ever gotten questions in response to your communication that you thought you had already addressed?  Or have you fallen into the trap of your own self-fulfilling prophecy thinking, “They’ll never read anything I write, so there’s no use in putting a lot of time into this?”  Maybe it’s not what you are trying to communicate.  Maybe it’s time to think about how to prepare your audience so they can receive your message.  Better yet…create a space where they WANT to receive your message.

Consider The Whole Experience & Serve Up A Tasty Message

When delivering a message, whether verbally or in written form, think like a restaurateur.  How would she present her work to her patrons?  Are there some lessons you can curate from excellent dining experiences to help make your message nice and tasty?

• What is their level of experience with the subject matter you are trying to convey? Would a little background or explanation make the message more palatable? Break it down and be patient.  What the heck is foie gras, anyway? Will a picture help?  Can the server describe it in a way they can imagine what it might taste like?
• How can you frame the experience to build anticipation? Can you help your audience see they should care about your message IN THE FIRST 5 WORDS? Why is this beneficial to THEM?  Do your words convey positivity and empathy? “Ohhh, I love the ambiance of this place! It’s so comfortable and everyone is so welcoming. I can smell the bread!  This is gonna be great!”
• How would your specific audience like to receive what you are communicating? Is this message most effective as a formal letter, email, newsletter blurb, phone call, or face-to-face conversation? ”Would you like your appetizers first, or together with your main course?” “Would you prefer your dressing in the salad or on the side?”
• Are you sure they understand the message? Confirm understandings as soon as possible. “Alright, so that’s a New York Strip medium rare, reddish pink in the middle, with mashed potatoes and green beans?”
• In which order should you present the elements of the message? How will you organize it in a way to enhance their comprehension/understanding and keep their attention? Preparation is huge.  Organize your thoughts.  Present the main points.  Make it easy to see the overall picture, then get into the details. Never underestimate the value of a professional presentation.  You hold the menu in your hands…you notice the feel of it in your hands, the attractive font and formatting.  As the waiter walks you through the offerings, you can almost taste how the light appetizer will prime your palate for the main course.  You are so ready for your meal and a new experience!  Later, the light dessert wine is the perfect complement to the dense pasta. You leave the restaurant full and happy.  And you have a new favorite dish!
• How can you prepare each thought to prime the mind so that they can “taste” it? Using connectors or transitions between main points create flow and connect ideas.  If there are many individual pieces of data, bullets points make them easier to digest.  The fruit slices in between each course give you just enough time to savor the previous course and anticipate the next one. And it gave you time for pleasant conversation.  It subtly made everything come together.
• How can slight details in the delivery of your message reach the heart so that the important points are memorable? “The waiter was so friendly, calling us by our names.  And she seemed to anticipate our needs, but she didn’t hover too much. She helped make this such a great time.  She’s getting a big tip!”

Communication is an opportunity to create an experience bigger than the sum of its parts.  When it really counts, when you really need to be understood, or when your message can have a lasting impact on your audience, take a little time to think about the whole experience before diving in.  Then execute like Luca.  It will make all the difference.