The Seven Levels of Communication

1. Relationships, Not Marketing, Drive Business Growth

I realized that it was my relationships, not my marketing budget that was going to create my future.

Shift from promotion to connection. The core message is that building a successful business relies more on cultivating genuine relationships than on traditional marketing tactics. Instead of chasing leads, focus on nurturing connections with people you know, like, and trust. This approach emphasizes long-term value over short-term gains.

Referrals are the lifeblood. Word-of-mouth referrals are the most powerful form of advertising. When people trust you, they are more likely to recommend you to others. This creates a self-sustaining cycle of growth.

• Focus on building a strong network of people who know, like, and trust you.
• Invest time and energy in nurturing these relationships.
• Provide exceptional service that encourages referrals.

The Generosity Generation. This concept emphasizes giving value to others without expecting anything in return. By focusing on helping others, you build goodwill and trust, which ultimately leads to more business opportunities.

2. The Seven Levels of Communication: A Pyramid of Influence

You wouldn’t respond to that, and neither will they.

A hierarchy of effectiveness. The Seven Levels of Communication is a framework that categorizes different forms of communication based on their impact. The pyramid ranges from low-impact methods like advertising to high-impact methods like one-on-one meetings.

• Informational Zone (Lower Levels): Advertising, postcards, email. These are good for informing, confirming, or updating.
• Influential Zone (Upper Levels): Phone calls, events & seminars, one-on-one meetings. These are best for influencing, convincing, or selling.

Moving up the pyramid. To maximize your influence, focus on spending more time in the upper levels of the pyramid. This means prioritizing phone calls, events, and face-to-face interactions over passive marketing methods.

• Prioritize personal interactions over mass communication.
• Use lower-level methods to support higher-level interactions.
• Understand that each level has its purpose and limitations.

The Donald Trump example. The book uses the example of Donald Trump to illustrate the power of the pyramid. A full-page ad from Trump might not get you to an event, but a personal phone call from him would. This highlights the importance of personal connection.

3. Time is Your Most Valuable Asset: Use it Wisely

You can’t even spell communicate without time.

Time blocking is essential. To maximize productivity, you must schedule your time in advance. This involves allocating specific blocks of time for different activities, such as phone calls, networking, and client meetings.

• Schedule your most important tasks first.
• Create "white space" for flexibility and unexpected tasks.
• Use a calendar or planner to stay organized.

The Four Enriching Rituals. These rituals help you structure your day and maintain balance. They include:

• Morning Ritual: Affirmations, gratitude, exercise.
• Pre-Leave Ritual: Plan for the next day, organize your workspace.
• Pre-Sleep Ritual: Reading, visualization, relaxation.
• Sunday Night Ritual: Plan your week, prepare your wardrobe.

The Networking Stack. This strategy involves scheduling multiple networking meetings at the same location, such as a restaurant. This saves time and creates a "home court advantage."

• Choose a location where you are a regular.
• Tip well and get to know the staff.
• Schedule meetings back-to-back to maximize efficiency.

4. Master the Art of the Phone Call: It's Personal

The key is knowing how to use it properly.

Phone calls are powerful. Phone calls are a crucial tool for building relationships and moving people up the Communication Pyramid. They allow for personal connection and two-way communication.

• Use phone calls to follow up on e-mails and other communications.
• Make phone calls a priority in your daily schedule.
• Focus on building rapport and trust.

The Hour of Power. This is a dedicated time for making phone calls to your Community of Influence. These calls are not about selling; they are about connecting and building relationships.

• Schedule your Hour of Power at a consistent time each week.
• Prepare a list of people to call in advance.
• Focus on helping others and asking questions.

The 1st & 10. Start each day by making ten phone calls to referral sources, cooperating agents, and potential clients. This sets a positive tone for the day and helps you stay connected.

• Prepare your list of calls the night before.
• Make these calls first thing in the morning.
• Focus on building relationships and providing value.

5. Electronic Communication: A Promise of Future Interaction

E-mail is only the promise of a future phone call.

E-mail is for information. E-mail is best used for informing, confirming, or updating. It is not an effective tool for selling or persuading.

• Use e-mail to confirm appointments or send documents.
• Avoid using e-mail for sensitive or complex conversations.
• Remember that e-mail is a promise of a future interaction.

Google Alerts. Use Google Alerts to stay informed about your clients and referral partners. This allows you to send them relevant information and show that you care.

• Set up alerts for your clients' names, businesses, and interests.
• Forward relevant articles with a personal note.
• Use Google Alerts to stay connected and provide value.

Social Media. Use social media to build your online community. Share your success stories, connect with your clients, and provide valuable content.

• Be authentic and engaging.
• Focus on building relationships, not just promoting yourself.
• Use social media to drive offline interactions.

6. The Power of the Handwritten Note: It's Personal

I decided to give my coach’s methods a try.

Handwritten notes are powerful. In a digital world, handwritten notes stand out. They show that you care and that you are willing to invest time and effort in your relationships.

• Use unbranded cards with a symbol or monogram that represents you.
• Use blue ink, which looks original and positive.
• Focus on the recipient, using "you" more than "I" or "me."

The 7 Steps to a POWER Note:

1. Use unbranded cards.
2. Use blue ink.
3. Use "you" more than "I" or "me."
4. Be specific in your praise.
5. Leverage the power of positive projection.
6. Write rightly (slope text slightly upward).
7. Use a P.S. as a call to action.

The P.S. is key. The postscript is a powerful tool for driving action. Use it to ask the recipient to call you, e-mail you, or take some other specific action.

7. The Generosity Generation: Give to Receive

The more you give, the more you get.

Focus on giving. The Generosity Generation is a philosophy that emphasizes giving value to others without expecting anything in return. This approach builds trust and goodwill, which ultimately leads to more business opportunities.

• Lead with the giving hand.
• Focus on helping others achieve their goals.
• Provide value without expecting immediate reciprocation.

Referrals are a form of giving. When you refer someone to another professional, you are giving them a valuable resource. This creates a cycle of reciprocity.

• Look for opportunities to connect people in your network.
• Refer your clients to other professionals you trust.
• Be a connector and a resource for your community.

The Upward Spiral of L.I.F.E. This is a cycle of continuous improvement: Learn, Implement, Fail, Evaluate. By embracing failure as a learning opportunity, you can continually improve your business and your life.

8. The Importance of a "Why": Your Purpose

When your why is strong enough, the how takes care of itself.

Your "why" is your motivation. Your "why" is the reason you do what you do. It is your purpose, your passion, and your driving force.

• Identify your core values and beliefs.
• Connect your business to your personal purpose.
• Use your "why" to stay motivated and focused.

Your "why" drives your actions. When your "why" is strong, you are more likely to take action and overcome obstacles. It provides the fuel you need to persevere.

• Use your "why" to guide your decisions.
• Let your "why" inspire you to take action.
• Remember your "why" when you face challenges.

Your "why" is unique to you. Your "why" is personal and meaningful to you. It is not something that you can copy from someone else.

• Take time to reflect on your values and beliefs.
• Discover what truly motivates you.
• Use your "why" to create a business that is authentic and fulfilling.

9. The Upward Spiral of L.I.F.E.: Learn, Implement, Fail, Evaluate

All of us know what a downward spiral in life is.

A cycle of growth. The Upward Spiral of L.I.F.E. is a framework for continuous improvement. It involves four steps:

• Learn: Acquire new knowledge and skills.
• Implement: Put your learning into practice.
• Fail: Experience setbacks and challenges.
• Evaluate: Reflect on your experiences and make adjustments.

Failure is a learning opportunity. Failure is not the opposite of success; it is a necessary part of the process. By embracing failure, you can learn from your mistakes and improve your performance.

• Don't be afraid to take risks.
• View setbacks as opportunities for growth.
• Use failure to refine your approach.

Continuous improvement. The Upward Spiral of L.I.F.E. is a continuous cycle. By repeating these four steps, you can continually improve your business and your life.

• Never stop learning and growing.
• Embrace change and adapt to new challenges.
• Strive for continuous improvement in all areas of your life.

10. The Triangle of Trust: Third-Party Endorsements

Any time you can orchestrate a third-party endorsement, do so.

Third-party endorsements are powerful. When someone else speaks highly of you, it is far more convincing than when you speak highly of yourself. This is the power of the Triangle of Trust.

• Look for opportunities to have others endorse your services.
• Ask your clients to introduce you to their friends and family.
• Connect with influencers who can vouch for your expertise.

The Spokes to Hub Strategy. This strategy involves getting multiple people to speak to a particular connector on your behalf. This creates a powerful third-party endorsement.

• Identify key connectors in your network.
• Ask your clients and referral partners to contact them.
• Use the Triangle of Trust to build credibility and influence.

The "Are You the Chosen One?" Script. This script helps you determine if someone is already working with another professional without asking directly.

• Ask, "If you had a friend or neighbor who was looking to sell their home, who would you recommend they call?"
• React positively to their answer, regardless of who they recommend.
• Use this script to identify potential clients and referral partners.

11. The Power of the Initial Consultation: Set the Stage

Your business should be a vehicle for helping you live and leave a legacy.

First impressions matter. The initial consultation is your opportunity to make a strong first impression. It sets the stage for the entire client relationship.

• Prepare a professional presentation that highlights your value.
• Focus on building rapport and trust.
• Use the consultation to understand your client's needs and goals.

The Spectrum of Solutions. This is a brochure that outlines all the services you offer. It helps you communicate your value and allows you to focus on learning about your client.

• Create a Spectrum of Solutions for each type of client.
• Use it to guide your initial consultations.
• Focus on the client's needs and how you can help them.

The Perfect Voicemail Greeting. Your voicemail greeting should be professional and informative. It should also direct callers to specific times when you will return their calls.

• Avoid vague or generic greetings.
• Provide specific times when you will return calls.
• Use your voicemail to manage your time and set expectations.

12. Each One, Teach One: Share Your Knowledge

To whom much is given, much is required.

Share your knowledge. The final step in the Seven Levels is to share what you have learned with others. This helps you solidify your own understanding and gives you the opportunity to help others.

• Look for opportunities to mentor and coach others.
• Share your knowledge and experience with your community.
• Use your expertise to help others achieve their goals.

Teaching reinforces learning. When you teach something to someone else, you gain a deeper understanding of the material. This is a powerful way to solidify your own learning.

• Teach what you have learned to others.
• Use teaching as an opportunity to refine your own understanding.
• Become a resource for your community.

The Generosity Generation continues. The Seven Levels is not a destination; it is a journey. By continuing to learn, grow, and share your knowledge, you can create a lasting impact on your community and the world.

Last updated: February 1, 2025