First…Have a Point!
One of the things I say over and over again is this well-worn (but often poorly executed) phrase: Get To The Point.
But there's something that has to come first. We have to Have a Point!
Believe it or not, communication is often attempted (via email, presentation, sales pitch, blog post...you name it) without the creator having a well-defined point.
By this I mean: a clear purpose. An obvious destination. A desired result. For your specific audience. If you don't have a point, you certainly can't get to it...or get it across.
Consider these two business summaries:
We provide scalable business growth solutions that produce results (vague, foggy, no clear audience or point)
vs.
We help you gain at least 100% more inbound leads from HR executives by optimizing your LinkedIn messaging (clear, specific, targeted).
You might have the best rifle/scope combination in the world, but if you don't aim, you won't hit the target.
I outline 4 basic rules of effective communication in my newest book, The Point. And the first is this: you have to have a point.
Do you want to see the cringe-worthy way one company publicly threw away $250K by not having a point? Just watch this brief video:
So, here's the simple tool I encourage my readers and clients to use in articulating their point. It's called the A-to-B Shift, and it goes like this:
Right now, your audience (one or many) is thinking, feeling, and acting in certain ways. As a result of this communication, how do I want them to think, feel, and act differently?
When you can articulate your goal in one simple sentence - well, that's your point.
It doesn't require a PhD in rocket science. It's simply pausing to focus on a clear intention. That's the first step to clear, effective communication.
If you’re looking for a speaker/trainer/facilitator who will help your people get to the point with clarity, contact me.
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