Get to the Point or Pay the Price!

The ability to deliver concise messages that land, resonate and inspire is a valuable skill.

By Joseph McCormack

The price of poor communication can be steep. Potential investors get turned off and fund another organization. Prospects are unmoved by your sales pitch, and you lose potential customers. Or, employees misunderstand their performance reviews and don’t improve.

These serious problems can easily be solved, and it usually involves your saying less, not more. Being able to deliver clear, concise messages that land, resonate and inspire is a crucial leadership skill.

Delivering Clear And Concise Messages

As part of my “Just Say No to Noise” campaign, I suggest leaders banish all that extra language and get intentional about conveying clear, concise and brief messages.

Here are some tactics to try:

• Beware of TMI (too much information) and TMP (too many people). The more critical your message is, the more concise it must be. A long-winded, meandering message given to a huge room full of people dilutes your message and decreases its urgency. It also eliminates ownership of follow-up items.

It’s far better to hold a series of short meetings, each focusing on a single topic. Include only those people who need to understand that single topic.

• KISS: Keep it super simple. Yes, you could produce a 50- or 60-slide PowerPoint presentation and feel good about your message. But you will be far more impactful if you whittle your message down to its core and present five to eight memorable slides. This is effective because it forces you to understand what you are communicating and then relay only the bare essentials.

You will be far more impactful if you whittle your message down to its core.

• Stick to a single message and repeat it liberally. In marketing, the “Rule of Seven” says that a prospect needs to see or hear your marketing message at least seven times before they take action. The number seven isn’t written in stone, but the concept remains: Reinforce.

• Cut the jargon. When people use “corporate speak,” they’re usually trying to project knowledge and authority, but really, they’re training others to ignore them. Instead of filling your presentations with the “empty calories” of jargon, deliver a clear message with real meaning.

• Follow the Napoleon principle. Derek Wheeler, Chief of Staff at Cincinnati Children’s Hospital Medical Center, explains that French Emperor Napoleon Bonaparte would communicate a battle plan to his military personnel. After the generals left the room, Napoleon would ask a corporal (one of the lowest ranked people in the room) if he had understood the battle plan. If the corporal was unable to explain the plan, Napoleon would scrap it and start over. The takeaway: Make sure that at least one listener (and preferably all of them) understands what you’re trying to communicate.

• Use “headlining” to get your message across upfront. Whether you’re giving a presentation or sending an email message, lead with your most important idea. This prevents people from burying the point or missing it entirely. Headlining gets people’s attention right away and can help them keep the remainder of your message in the appropriate context.

Joseph McCormack is the author of NOISE: Living and Leading When Nobody Can Focus. He is the Founder and Managing Director of The BRIEF Lab, an organization that teaches professionals, military leaders and entrepreneurs how to think and communicate clearly. To learn more, visit www.noisethebook.com and www. thebrieflab.com