The "Abuelita Test": A Simple Secret to Clear Communication

As a freelancer juggling clients across diverse industries, I've encountered a recurring challenge: translating complex communication into terms that resonate with each unique client. In my previous full-time roles, clear templates and industry lingo made this easy. But as the consultant, the responsibility falls on me to bring impactful tools and resources, delivered in a way that clicks.

This challenge sparked a memory from my college days, specifically a marketing professor known for his "relentless questioning" – Professor Saghafi.?

Imagine this: a packed lecture hall at San Diego State University with hundreds of faces staring back, a stark contrast to my intimate 20-30 people classes at Universidad de Valparaiso, Chile. Professor Saghafi calls on me: "You (pointing at me), what does your grandma spend her money on?" My mind went blank. "Religious candles?" I stammered. "Great," he boomed, "How would you sell a religious candle to her?"

Silence. My brain froze. Professor Saghafi shook his head and moved on. That brief interaction, though seemingly insignificant, left a lasting impression. It wasn’t about the candles; he was drilling a point to simplify the marketing mix. Could I explain my message so simply that even my Abuelita (grandmother) would understand?

This question now haunts me in the best way possible. Whenever I’m starting to identify misunderstandings with my clients, I revisit the Abuelita Test. It's a humbling reminder: fancy business jargon and complex business methods are useless if they don't resonate with my clients.

Ironically, in this age of high-tech solutions, my most effective communication tool remains low-tech: a simple Google doc or sheet. Forget the fancy apps and software – when it comes to truly connecting with my clients, I find myself translating complex ideas into plain language.

So, Professor Saghafi, wherever you are, here's how I'd sell a religious candle to my Abuelita:

Product: Religious candles

Benefits:

• Bigger size: Lasts longer (my grandma would burn through the standard saint candles in hours!)
• Unique selection: Uncommon saints (there are over 10,000 saints and yet the same handful of saints are the ones making the shelves)
• Convenience: Prayers and miracle stories printed right on the packaging!

Promotion: Special AARP discount!

Price: Affordable at $5, with bulk discounts?

Place: Conveniently located at her favorite store, Walmart

This may seem like a lighthearted exercise, but it perfectly illustrates the power of clear communication. Now, before sending any proposal or project framework, I ask myself – would my Abuelita understand it? If not, it's time to simplify.

#mindfulmonthly