Egocentric messaging puts up walls
The hardest part about marketing for private equity:
Learning not to talk about yourself to business owners like you talk about yourself internally.
We get so used to speaking a certain way, using terms like:
*️⃣ Target sectors
*️⃣ Investment theses and criteria
*️⃣ Platforms and add-ons
*️⃣ Value-add strategies
If you were a business owner who had spent years creating a business, had very little sense of what private equity is, and you got this message:
"Hi, I'm emailing because your company is in one of our target sectors and could be a potential add-on for one of our platform companies. Our investment thesis is…"
Me. Me. Me. Our. Our. Our. What about the founder's needs? What about their goals?
The terms we use internally exist for a reason: they're verbal shortcuts to help us speak more efficiently. But egocentric messaging puts up walls.
PE firms who can figure out how to communicate in ways that address the founder's goals and needs are going to win with founder and family-owned businesses.
Author: Jack Vawdrey
INSIGHTS:
Effective communication across industries and different levels of expertise is key to building relationships and getting things done. Here are some simple ways to bridge communication gaps:
1. Listen and Be Clear
Good communication starts with listening. Be open to feedback and make sure both sides understand what’s being said. Clarity builds trust.
2. Speak Their Language
Avoid technical jargon when talking to people outside your industry. Use clear, simple terms that make sense to your audience.
3. Use Technology to Stay Connected
Tools like email, messaging apps, and collaboration platforms help keep communication smooth across different teams and industries.
4. Help People Learn the Basics
A little training goes a long way. Teaching employees or partners about key concepts in your field helps them understand and communicate better.
5. Set Clear Expectations
Whether through meetings, reports, or emails, having structured ways to communicate helps avoid confusion.
6. Create an Inclusive Environment
Encouraging different perspectives leads to better ideas. When people feel valued, they’re more likely to share useful insights.
7. Use a Translator When Needed
If teams speak different technical languages, having someone who understands both sides can help smooth out communication.
Final Thought:
Communication isn’t just about talking—it’s about making sure the message gets through. The best companies and leaders know how to break down barriers and connect with people in ways that make sense to them. When you do that, partnerships and business opportunities grow naturally.
➡️ Mind Your Own Business ⬅️
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