If you are in your 40s, then Mark Bauerlein of Emory University has labeled you a member of the Dumbest Generation in his book of the same name. Bauerlein’s conclusion comes as a result of extensive quantiative research. Compared with every other birth cohort, early Xers, have performed the worst on standardized exams, acquired the fewest educational degrees, had the lowest reading and math scores and been the least attracted to professional careers.

While president-elect Barack Obama (born in 1961) certainly does not fit this profile. Sarah Palin (born in 1964) does support the theory based solely on her lack of a rudimentary understanding of basic civics.

I will not argue that Bauerlein’s premise may be statistically true; it is, in reality not operationally true. As Neil Howe notes in the Washington Post, “Early Xers have certain strengths that many more learned people lack: They’re practical and resilient, they handle risk well, and they know how to improvise when even the experts don’t know the answer.”

And the truth be told, the books subtitle tells the rest of the story, How the Digital Age Stupefies Young Americans and Jeopardizes Our Future.

What Bauerlein’s research does tell us is that our style of communication needs to change when we endeavor to “close the deal” with a prospect or client. It is especially relevant in this time of global economic turmoil.

Let’s forget for a moment the sell sheets, brochures, website and all other homogenized outward-bound communication that is generated by an organization. We need to understand that our communication must be contextually and tactically executed in a manner that best enables the recipient to de-code our message and identify with our brand.

Let’s say you are in some stage of business development or client relationship management with a mid to late 40-something. Most likely they will remember mood rings, lava lamps, Apollo 17, Three Dog Night, Emerson, Lake & Palmer, Rubik’s cube, Sea Monkeys, smiley face stickers, and pet rocks. These events, artist and fads captured the imagination of Americans during the 70s – a time when your target was in their teens to early 20s.

If we take just a moment to think about whom we are communicating, we then can craft a message that will resonate with them. My rule of communication is comprised of three essential ingredients, relevancy, emotional connection and language.

Relevancy
Your brand must have some relevancy to the prospect. Show the prospect/client that you are relevant to their business and industry. Include white papers or links to industry articles. Keep your communication consistent and varied in its delivery form.

Emotional Connection
Connecting with symbols that elicit a happy place and time. Time has a way of washing away painful memories so connections to the past generally elicit a smile, a momentary pause and the ever so important release of endorphins. Want to be connected to an endorphin rush? Conjure up images from your prospects childhood or known love of a leisure activity. What if your pitch letter included a reference to lava lamps, sea monkeys or pet rocks? Weave that image into your message; it creates an emotional mindset that is receptive to your message.

Language
Shorter sentences, repetition of key points and words that are aspirational or forward looking are essential in creating a relationship. Your message, when read, is often done so in a vacuum. Make sure that the nuance of your words is not open to multiple interpretations.

It doesn’t matter if you are communicating with the dumbest generation or the smartest. What does matter is that you are communicating with humans. And all humans have one common characteristic and that is our need for emotional connection. That connection gives us confidence to buy, to take risk and to buy your product or service.