Good communication goes beyond simply conveying information. It's about connecting and engaging with others in order to influence what they think and feel, and, sometimes, to spur them into action. If you find that your communications are often ignored or misunderstood, it's important to work on the way that you deliver them. Here are some practical suggestions to ensure your communications stand out.
Identify your purpose
Start by clarifying what you want to say, and the reasons why you want to say it. What are the main point(s) or issues that you want to get across? Be clear about the aims and objectives of your communication - do you want your audience to be informed? Persuaded? Educated? Briefed? Perhaps you're seeking action from your audience, support for your actions or for them to give further feedback? The key to helping your audience to understand is to know your purpose, and communicate this confidently.
Find the right format
How will your message be delivered? There are so many ways to convey your message but the trick is choosing the right one - the one that communicates your message most accurately, and with the best chance of your audience understanding it.
Think about how your audience would want to receive and use the information. A basic rule of thumb is that the more a message needs to change behaviours and win over hearts and minds, the more it should be delivered using a face-to-face medium, while simply imparting information can be done using written methods.
Consider your audience
Who are you communicating with? Knowing your audience will help you decide what and how you communicate. Work out the characteristics of your audience and adjust your message accordingly, for example in terms of jargon, cultural references, age/gender/job/motivational references. Personalise your message to make it important and relevant to them.
Create a compelling introduction
For truly impactful communication, you need to get your audience's attention and draw them in right from the start. Try starting with a surprise statement or statistic for example, or a provocative question. Whatever you decide to do, make sure it is relevant to your message.
Convey your ideas clearly and logically
Organise and present your messages in a logical structure that others can follow easily. Start with a short, sharp opening followed by the main content of your message, with your key points in sequence. Use a conclusion to summarise your main points, and add a call to action (if required).
Use the right words
Choose clear and simple words to ensure that your message is easily understood by everyone. Use short sentences and address your audience using the pronoun 'you' frequently, to make them feel included. Also, use words that are strong and positive - challenges rather than problems, achievable rather than manageable, believe rather than think.
Illustrate your message with great statistics or quotes to back up what you're saying; you could even consider using personal anecdotes or stories to help your audience warm to you and get them on side.
'Kill your darlings'
Be ruthless in your editing. Keep your message short, straightforward and to the point - people are time poor and often bored easily; you will lose your audience if you take too long to get to the main point. It's also better to have people remember one key idea than be bombarded by a dozen others that they quickly forget.
Use the 'power of three' rule
When we hear lists of three things it resonates well in our brain and we tend to remember things better. For example, 'Friends, Romans, countrymen'; 'Life, liberty and the pursuit of happiness'; 'Education, education, education'. The power of three gives your communications a rhythm and is an easy way to add impact.
Add visuals
If appropriate, add some graphics to add colour, differentiation, and to explain complex concepts - but be careful that they do not detract from your main message; they should complement your key points.
Check, check and check again
Proofread any written material - mistakes in spelling, grammar and language are guaranteed to reduce your message's impact, regardless of how compelling the content may be.
Go out with a bang!
Good endings are as important as good beginnings, and a strong close will remain in your audience's mind. To create a compelling sign-off, reiterate your key messages in a fresh way and leave your audience with a clear understanding of what you want them to do next.
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