Powerful Storytelling

Share Personal Antidotes and Illustrations. 
If you want to get the attention of an audience and hold their attention, then tell a story. Storytelling is the most powerful means of communication known to man because it’s personal and memorable. Storytelling was critical before people could read and write. It is still runs deep in our DNA. 

Similar to storytelling, sharing a personal antidote or illustration can also engage an audience.  This can endear you to the listener because it makes you more real. The listener thinks, “He’s just like me.”

Whether storytelling, sharing antidotes or illustrations, the result is that the audience’s defenses go down; their attention goes up and they will absorb more of your communication.

"Look at any great enterprise and invariably its mission drives its strategy, not the other way around.  And it all starts with a story."  Greg Satell

Use the Right Method of Communication

Use the Right Method of Communication
 
Should what you have to say be delivered in person or through a letter, memo or email?

It is best to communicate in-person when you are trying to persuade, when you want an immediate indication of response, when you are praising performance or when dealing with a matter of discipline.  

It is best to communicate in writing when you have a complicated matter to present, when the audience will need time for evaluation, when you are setting policy, or when an in-person meeting is impossible.

No matter if we have an audience of one or thousands, whether our communication is spoken or written, take care in how you communicate so our message is received.  It is critical to know the audience, balance what we have to say with what they want to hear, use simple language and use the right method of communication. Doing so will help achieve our desired result: Message Received and Understood.

"People will appreciate your thoughtful means of communication, and will be more likely to respond positively to you."  Alison Doyle

Do You Want to be Understood?

Use Simple Language
Why do we use big words?  Do they make us feel smart?  Do they cover-up insecurity?  Whatever the reason, using complicated language to demonstrate competence is our enemy.  It is a certain way to lose the audience’s attention.  Here are three things to keep in mind when considering which words to use.

• Big words are out. All great speeches, advertisements and modern persuasive writing use common everyday language.
• An audience adores someone who can make something complicated seem very simple.  If you have a complex or technical message to communicate first try it out on the most junior person you can to evaluate if it communicates.
• Get to the main point fast.  If you don’t you will lose your audience. 

Take the advice of one of the 20^th centuries great communicates, C.S. Lewis who said;  "Don't use words too big for the subject. Don't say 'infinitely' when you mean 'very'; otherwise you'll have no word left when you want to talk about something really infinite."

Be a Better Communicator

Balance What You Have to Say with What They Want to Hear.

I was running a publishing company when a mentor told me “George, communication occurs when you balance what you want to say with what the audience wants to hear.”   He was pointing out the problem that when we prepare for a one-on-one meeting, a speech, or written communication we tend to focus on what we want to say and what we want the receiver to do - to the exclusion of considering their needs.  

Your message will fail if you neglect to take into account the needs of the reader or listener.  Ask yourself: what are their needs and what is it that would make them more successful?  Put yourself in their shoes and consider: how does the message sound, what’s in it for them, how does it improve their life and how are they inspired?   Consider testing the message on a select few just in case you have missed something that could derail you.  

"The most important thing in communication is hearing what isn't said.”  Peter Drucker