Apr 04 07
The SNP Book Club
by Renn Vara
One of my older brothers is a teacher of entrepreneurial studies at the University of Florida. He is also an avid reader of business books. Through the years, I’ve counted on him to read most everything I’m interested in before I do giving the thumbs up or down. It has saved me an untold amount of time and money.
Just this week he sent me, with his thumb up, a copy of the Frank Luntz book called Words That Work: It’s not what you say, it’s what people hear. You might know Dr. Luntz from his many TV appearances during national elections.
In his book, Dr. Luntz takes a look at language and how its proper use can create emotion in both political and business environments. He even gets into the effective use of words in personal matters. Interesting stuff. As a teaser, here are his ten rules for successful communication – they parallel what our company has been preaching for more than a decade to our corporate executive customers.
Ten Rules for Successful Communication
1. Simplicity: Use Small Words
2. Brevity: Use Short Sentences
3. Credibility Is As Important As Philosophy
4. Consistency Matters
5. Novelty: Offer Something New
6. Sound and Texture Matter
7. Speak Aspirationally
8. Visualize
9. Ask a Question
10. Provide Context and Explain Relevance
I’ll save you and not expound on each of these. They are generally self-explanatory. But why list them in a corporate broadcasting blog? If you have to ask that, read them again. This time around put them into context with your next podcast, vidcast or webevent. Now you get it? Check out the “What We’re Reading” section on the SNP Unplugged blog for other great titles that will help you and your company improve communication and training.
That brother of mine saves me lots of time and money. What’s next, Chip?
–end
I simply adore that “Provide Context and Explain Relevance” is #10. Anyone else think that one needs to be higher on the list? According to my everyday work in business communications, here’s how I’d re-order them if I had to use them all, and if I had my druthers:
1. Ask a Question (Successful communication is always built on knowing your audience- ask what they want to know!)
2. Provide Context and Explain Relevance (Next step- tell them why they, specifically care, what’s in it for them)
3. Novelty: Offer Something New (If it ain’t new, it ain’t news)
4. Simplicity: Use Small Words (Simplify- most business communications try to boil the ocean)
5. Brevity: Use Short Sentences (Part of making your thoughts simple is keeping them short and to the point)
6. Credibility Is As Important As Philosophy (To me this means don’t get in the way of the message- if the audience is distracted by what an idiot you are, they won’t listen)
7. Consistency Matters (A good narrative is consistent and linear- and easy to follow)
8. Visualize (We’re a visual culture!)
9. Sound and Texture Matter (I’m not sure what this means, but if it refers to speaking with volume, I’m all for it)
10. Speak Aspirationally (I really have no idea what this means- hence, it’s at the bottom of the list…)
Nice job. You make a good point. Maybe we should let Frank know your minor adjustment. I particularly like your side comments. Thanks for posting.