The Secrets of the Outstanding Communication Skills of
Dynamic Leaders

Client: Why is communication so important to leadership?

Coach: Because it is the means by which you get other people to support and help you? All great leaders develop strong communication skills. I would go so far as to say that it is impossible to be really successful without becoming a good communicator.

Client: How is it that some people communicate so much better than others?

Coach: I think that people who really want to be leaders recognise the importance of good communication and they then take the trouble to study communication and develop their abilities.

Client: How would you describe the communication abilities of great leaders?

Coach: Obviously there are differences in style, but there is surprisingly little difference in the substance of what they do. There is a kind of formula that they all follow. They seem to know that if they touch certain bases in their communication they will make a home run.

The formula goes something like this:

1. be absolutely clear about what you want people to DO or THINK as a result of hearing or reading your communication. The great advertising man Leo Burnett said: “plan the sale when you plan the ad.” This stresses the importance of knowing the outcome you want when you plan your communication.

2. Grab your audience’s attention.

3. Make just a few points, preferably only a single point, and make it with great clarity.

4. Provide supporting evidence to prove your point.

5. Include interesting, thought provoking ideas in your communication. Include symbolism wherever possible.

6. Deliver your message in a way that stirs up your audience’s feelings so that they believe you and want to take action to go in the direction in which you are pointing.

This very definite pattern is consistent in the speeches and writings of all great leaders. But their success as communicators goes beyond spoken and written communication.

Client: What do you mean by, “goes beyond spoken and written communication?

Coach: I mean that really dynamic leaders develop the ability to make people believe that they are speaking directly and personally to them.

The American President Ronald Regan used to point at individuals within an audience and then wave at them. Of course, because they were so far away, no one could be certain to whom he was pointing, so many people assumed it was them. What made the difference was that all those people felt that he had recognised them. That made them feel special.

Most good leaders become good at remembering people’s names. Referring to people by their name makes them feel that they are special.

Important leaders often have an assistant at their shoulder whispering in their ear the name of a person they are about to meet.

Client: Is outstanding communication a natural ability or a learned skill?

Coach: The only answer I can give to that is that my exhaustive studies tell me that all great communicators work like hell at becoming good communicators. They never trust to luck. They edit and prepare their work with endless patience. They study the art of communication and the work of great communicators looking for enlightenment.

I would say, as far as communication is concerned, that practice makes perfect. You need to do lots of it and you need to get constant feedback. Communicating is not something you should ever do in a hurry.

Client: How could I learn to become a really top-flight communicator?

Coach: First, accept that you have limitations and develop a strong desire to improve. Then study communication technique. Learn to respect and like people. Value ideas. Hone every communication before you deliver it. Work with someone who will give you honest feedback, ideas, encouragement and technique and share your passion to become a great communicator.

Start by writing a list of ten points that concern you about communication. Then send them to me for answers and feedback using this Contact form.

Best wishes,