Keep Communication Simple

 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’ll lose your audience. 

 

"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."  C. S. Lewis

 

Do You Know What Your Audience Needs?

 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

 

Did You Read the Room?

 Know Your Audience.

Do you know your audience?  Really?  Who are the key people you want to persuade?  Have you had casual conversation to assess their temperature before rolling out your message? Have you investigated their needs?  Do you know the condition of their personal lives?  All of these questions and more are critical to being an effective communicator. 
 
Haven’t you been on the receiving end of an ill-researched message that you either did not or would not receive?  How about the business owner who, due to tough economic times, has to cut his employees pay and a few days later asks his employees for donations to a pet charity.  Consider an employee whose boss asks her to take on greater responsibility and work extra hours without considering that she is going through a divorce and dealing with a serious physical situation. In each case, the one who had something to say did not know the needs and condition of their audience.  Not only did they not achieve their objective, but their insensitivity likely damaged his audience.
 
Before we communicate, we must do the work necessary to know our audience.  Test the water first by talking over your message with someone you trust.  They may have insight to some of the sensitivities of the audience.   
           

"The single biggest problem in communication is the illusion that it has taken place." George Bernard Shaw 

Great Leaders Give Responsibility and Authority and They Want the Truth

A good leader recognizes that, once responsibility is given, everyone needs the authority and independence to make decisions.  Without authority and a measure of freedom people are typically unsuccessful and become frustrated and discouraged.

Good leaders also what you to tell them the truth, not what they want to hear.  They value the input of their team.  Many times, the best ideas and greatest wisdom comes from those working in the trenches.  Great leaders ask their team what they think and take their ideas seriously. 

 

"Courage is what it takes to stand up and speak; courage is also what it takes to sit down and listen."  Winston Churchill