276: Communicating With Greater Impact

Today we are going to look at communicating with greater impact.  So the first question is what do we mean when we say “impact”?  Most talks are totally forgettable.  Test this hypothesis yourself – how many of the many talks you have listened to, can you remember either the speaker, the topic or both?  Generally, we struggle to remember either, because there was no impact for us.  We were not touched emotionally and logically by the presentation.  Logical presentations with really great data and insight are fantastic, but these do not stick because we are under constant bombardment from new data.  Statistics from a year ago are now irrelevant today, because we have moved on.  The content in written form is difficult to bring alive, but when delivered by a trained presenter the same content can be scintillating.  I don’t mean reading it word by word, but taking the content and really being excellent in the delivery of the content.

 

Speaking in a boring manner must be the evolutionary default setting of the human race, because this seems to be the easiest way to give a talk.  The only problem is we might be impressed to be on the giving end, standing up there on stage pontificating,  but those on the receiving end are not paying attention.  They are bored by us and our talk and they escape to the internet to find more interesting things to do.  Two or three clicks on a mobile phone and our audience are in distraction heaven, completely oblivious to us and our message.

 

A monotone delivery is guaranteed to lose the audience and therefore your message isn’t going to resonate with anyone.  That constant same tone is like a version of presenter “white noise” and it makes us drowsy. We need to have some variety in our delivery, which will keep our audience listening to us from start to finish.  There are some simple techniques presenters need to master to avoid being sent to presenter oblivion by our audiences.

 

Here are some points to work on:

1. Word emphasis – we should try to add extra stress to key words or phrases when we speak. Not all words have the same heft and we don’t want harmonisation across the whole sentence. We want certain elements to stand head and shoulders above their neighbours. This makes a tremendous difference to how our message is received. 

 

Let’s take an example with this phrase: “This makes a tremendous difference”. Say these phrases out loud to yourself and listen to the difference in impact when I stress key words:  “THIS makes a tremendous difference” or “this MAKES a tremendous difference” or “this makes a TREMENDOUS difference” or “this makes a tremendous DIFFERENCE”.  Just be adding some stress to certain key words, we can change the meaning of the sentence. 

 

2. Pauses – when we stop speaking, that is a “pattern interrupt” and if some people have been escaping from our presentation, this will bring them back to us. When we insert a pause, it creates a contrast between our sentences and it grabs people’s attention.  The next time you give a talk, try doubling the length of the current pauses you are using in a couple of parts of the talk.  It has that pattern interrupt feature and generates anticipation of what is going to come next.

 

 

3. Pacing – we can really slow words down to give them emphasis. L-E-T-S S-L-O-W   I-T R-I-G-H-T  D-O-W-N  We can also go very fast for contrast, but not for too long or we will lose people.  We are looking for emphasis here to give us impact with the listeners.

 

4. Modulation – Japanese is a monotone language, so it doesn't have the same natural tonal variety of most western languages. However, it can have differences of speed and strength injected into the delivery to create variety. If a classical music orchestra only played the crescendos or only the softer lulls of the piece, it would be extremely boring.   If we speak with the same strength, soft or strong throughout, we will lose people.  Highs and lows are what create variety. 

 

 

5. Phrasing – we can use alliteration or rhyme with certain words to create memorable phrases. For example we can go from “hero” to “zero”.  This a good example of a phrase which sticks with an audience.  Look for places where you can create these memory links to you and your talk, so that people won’t forget either.

 

6. Movement - gestures are super powerful and when congruent with what we are saying, can really add a lot of strength to our statements. Hold gestures for a maximum of fifteen seconds, because after that, their power goes right down and they are no longer effective.  Be very careful about running around, up and down the stage, pacing to and fro – this is a real distraction from your message.  The rule is to move for a distinct purpose only.  Design that in from the start so you know what you are doing and why you are doing it.

 

These six points will create impact with your audience because remember, everyone else is stuck in the same groove like an old vinyl record and they are losing their audience.  You however will be seen as a person of value, absolutely enhancing your personal and professional brands.