There’s an amazing video (The Power of Words) that captures the impact we can create by being thoughtful about how we say, what we say. I’ve received many compliments from clients, colleagues, and friends for my choice of words in a variety of situations, along with requests for my “secret” for inviting people to more fully participate in their own success.
My core belief is that the keys to being a more effective instigator of moving people to new possibilities are preparation and authenticity – no great secret there. The “trick” is making the necessary effort to deliver critical messages that render the effect we intend.
In the world of YouTube, SnapChat, Periscope, Instagram, etc., we’ve been told that words have less significance. I’d argue that, when limited to 140 characters, just the opposite is true. Scarcity increases the value of whatever’s in short supply. The opportunity created by the scarcity of well-crafted messages is significant. For those trying to influence others, words matter. To advance from wherever you are as a communicator to being an even better facilitator of engaging people in the pursuit of different and better, you must:
1. Create connection
Know your audience – Frame your message to be heard and understood by the people you’re seeking to connect with – language, tone, complexity, references
Express your point of view – Share where you’re coming from to help your audience understand your perspective – transparency is good for clarity and credibility
2. Make it uncomfortable…and, then, better
Hold up a mirror – Leave no doubt that the current state is undesirable/unsustainable
Open the curtains – Let people see the profound beauty of what’s possible
3. Incite action
Guide people – Give them access to things they can do
Move people – Share how you feel and find ways to engage their emotions
As you craft your messages
Whether verbal or written, when you're building your message you must consider these elements of maximizing your impact:
Lead with your best: Your first few sentences need to pack a punch to capture and hold attention
Focus: Resist the temptation to add word stuffing — irrelevant backstory, unnecessary tangents, extraneous points, and verbal bludgeoning
Declare: Say it directly (“Your people do not feel connected to your vision.”)
They know it’s you: Ditch “In my opinion…,” “I believe...”
Reduce commas and the phrases they protect: Pithier sentences versus run-ons; if the phrase “in other words” pops into you head, use those other words instead
Verbify for impact: “Why Google, Apple and Facebook Terrify Banks”
From Bert Decker to Michael and Amy Port, communications and public speaking experts will tell you the bar for what’s considered good is set very low. Most people aren’t just affected (or unaffected, as the case may be) by poor communicators; they know they’re reading or hearing from someone who hasn’t taken the time to be better. We should aspire to more than just clearing that low bar. Starting there is okay, but let’s not end there. You can be better. Being better matters. Your commitment to better will enable you to take your audiences far beyond where they’ve gotten so far!
