Last week's email focused on a common challenge with introductions: how to avoid drowning your audience in ‘background'.
This week I'd like to continue this theme by drawing on some insights from this week's Intensive Workshop.
Here was the group's big takeaway: It is easy to allow our content to ‘slip' into the wrong part of your storyline which muddles your message.
Here are two suggestions to help you avoid falling into the slippage trap.
- Watch that your ‘so what' doesn't slip into your trigger to surprise your audience with too much too soon
- Watch that your context doesn't slip into your trigger so you avoid explaining why you are communicating
Here is some more detail on each as well as a before and after example to illustrate.
Tip #1 – Watch that your ‘so what' doesn't slip into your trigger to surprise your audience with too much too soon.
Ask yourself whether the trigger you are using describes why you are communicating with this audience right now and whether it includes new and unexpected information.
Here's an example where the trigger is actually the ‘so what'.
Context – We are in a phase of the pandemic where the war on talent, the great resignation, the organisational disconnect resulting from 1 1/2 years of social isolation are putting us at risk of losing key business services talent.
Trigger – We need to engage, connect and invest in our talent.
Question – How do we engage, connect and invest in developing our talent?
So what – Organize a virtual business services summit.
As you can see, even though this leads to the intended ‘so what', it gives too much away too early. In this case, the audience were quite challenging and not convinced that ‘engaging, connecting and investing in talent' was the solution.
An alternative would be as follows:
Context – We are in a phase of the pandemic where the war on talent, the great resignation, the organisational disconnect resulting from 1 1/2 years of social isolation are putting us at risk of losing key business services talent.
Trigger – We need to focus our efforts on retaining key talent before it's too late.
Question – How do we do that?
So what – Organize a virtual business services summit to identify ways to engage, connect and invest in our high priority team members to keep them.
Tip #2 – Watch that your context doesn't slip into your trigger so you avoid explaining why you are communicating.
Remember that the trigger for doing something is not the same as the trigger for communicating.
Here's an example of where part of the context was written into the trigger:
Context – We've been asked to submit a proposal for stakeholder consultation and website review services.
Trigger – This is a competitive tender which will be assessed against 4 criteria.
Question – How can we show that we are the best providers for delivering on the project outcomes?
So What – What examples of our work can you provide that demonstrate that we are the best provider of these services?
Here's an alternative:
Context – We've been asked to submit a proposal for stakeholder consultation and website review services. This tender is competitive.
Trigger – I need your help to prepare the tender.
Question – How can I help?
Answer – Please provide examples of our recent work that help us demonstrate that we meet the following four criteria.
I hope that helps.
Have a great week,
Davina
PS – Momentum Folk – remember to register for this week's coming session.