Talk So People will Listen- Get to the Point!
by Rebecca Shafir
Time is a constraint for you and those you’re trying to persuade.
The hour of yesterday is the 30 seconds of today. Prepare for an attention span of 30 seconds or less!
Know your Objective, don’t just start talking! Research shows that in the first 7 seconds people make approximately 11 different judgments about your worthiness.
Ask yourself – What do I want to achieve? Why am I going there? Why do I want to have that conversation?
Have one objective in mind – stick to one objective only. Don’t sidetrack to other related topics or you come across as flighty and wishy-washy.
Know Who can give you what you want.
If possible, address your point to the decision maker or the next closest person to the top.
Find out about them ahead of time if possible. Do they like direct talk? Are they a Schmoozer? Observe their style and be flexible with yours.
What appeals to them – good looks, popularity, their accomplishments, safety, money?
Men and Women listen differently. Women like rapport first. Men like report first, rapport later…maybe.
Get to the point…30 seconds or less!
If you’re promoting a service or a product or persuading someone to do or believe something, practice your “30 second or less” commercial. Start with your main point (one sentence) and support your point with 2-3 main supporting facts. Have more facts ready, if folks want to hear more.
Write down your bullet points first in simple and direct language. Edit out redundancies, empty words like “really, great, stuff,” and other fillers. Edit out repetitive words like “like, I, really right,” etc.
For a stronger argument or in a sales situation:
Use a Good Hook
Ask yourself, “What is the single best statement or question that will get me to my objective?” A good hook is like a headline that grabs attention.
It’s a statement that satisfies a need, is contrary to common experience, a worry, or is the best interest of the listener:
Pickles cure depression
Asthma is good for the economy
Mustard grows hair
Did you know reading can make you stupid?
What is the best kept secret of Fortune 500 companies?
Ask yourself - What is the most unusual, exciting, dramatic, humorous part of your message? That will help shape your hook or opening line.
The Body of the message should build a case. It should answer – Who, What, When Where, Why, and How. No more than one sentence for each.
Ask for what you want in the Closing. It’s your bottom line.
What do you want your listener TO DO? Set up an appointment? Get some time off? Invest in your company? Buy your book? Tell them what you want them to do.
Specify the needed Action with a time limit: “After 3 sessions you’ll have a sense of accomplishment” or “The deadline is 3:00 this afternoon.”
Create a need, a reaction, or concern (“Our sale ends tonight at
midnight.”)
Crisp articulation, a pleasant sounding voice and vocal dynamics give power, certainty and charisma to your message. To the sophisticated listener, even a bit of distortion in your presentation is like nails on a chalkboard.
Rehearse and record it. Try it out on a friend. Get feedback.
Rebecca Shafir offers mini-coachings via phone. Once you have digested these points and practiced a bit, e-mail Rebecca to set up a 30 minute phone consult to perfect your 30 second commercial. This session will hone your skill for Getting to the Point on any topic!
|
