The Pareto Principle is commonly known as the 80-20 Rule. It states that, for many events, roughly 80% of the effects come from 20% of the causes. It is based on the observations of an Italian economist Vilfredo Pareto. More about the 80-20 Rule is here
Today, we have observed that the rule applies to a LOT more than the context where Pareto observed this phenomenon
How 80-20 Rule Applies to Communication
There is no secret. 80% of your outbound communication is based on 20% of your content.
I checked my own outbound emails for the last 30 days and it’s very close to the above-mentioned ratio. It could be any one of the below content items:
- information about the products that I am evangelizing
- information about my books
- my blog posts
- places where I meet people
- requests for introductions
- book recommendations to people I mentor
- articles that I frequently send out
- websites and tools I ask my students to view
I wanted to confirm and hence went back 60 days and the results were the same. 80% of the outbound communication was based on 20% of the content.
How do I Take Advantage of This Phenomenon
While this was not a hard and fast scientific study if 80% of the outbound communication is based on 20% of the content, you can see that I can be instantly more effective if I have access to this 20% of the content right at the point of use.
But lets take it a step further, what if I could see the most valuable, most used content in the 20% of content that I use every day?
In other words, what if I could instantly see the best of my best perfroming content – and use the top 4% of all content?
What if I no longer had to hunt and peck for content in documents and cut and paste the content I need?
What if I could just search, drag and drop it into the email or letter I am working in and hit send?
This concept is a known as Pareto Squared. The top 4% of my content is used in 64% of my communication. What could marketers do if they could see the top 4% of product capabilities being used by salespeople every day?
What if sales enablement professionals could polish that top 4% to make it even more effective?
This information is gold-dust to marketers who haven’t got a clue what salespeople are saying and doing on a daily basis.
Obviously, I use our own software WittyParrot where I have saved the 20% of the content in over 650+ wits for ready reference and access.
[Please read: How we Reinvented Copy/Paste]
This organization came at a price – time and thinking to create these wits. Once it was done, I easily save 10+ hours on email communication EVERY single week.
I know from experience that I can still make a lot of improvements and be even more effective.
How do I know that?
When I compose an email and I get a feeling that I am writing the SAME THING that I wrote last week, I catch myself for not creating a wit out of that content.
Luckily, we have an “email-to-wit” feature and I add my unique email address to bcc of that email to create a wit from that email.
I will then refine and organize that wit and move it to the appropriate folder.
How can you Take Advantage of This Phenomenon
I will obviously biased and suggest that you try out WittyParrot ( soon available for everyone to try for free ) but first it starts with your mindset.
You have to start thinking about reusable content in your communication.
It takes a while to shift from “composing” to “assembling.“
Once you make a complete switch, you will never want to go back to the “compose mode” of communication.