Inspire Your Team to Follow Their Leader

There are very common reasons for these misunderstandings and I’m about to tell you how to overcome them.

But first let’s briefly look at some of the great inspirational speeches and why they had such a profound effect on their audiences.

President John F. Kennedy had the ability to lift audiences and make them see his visions. Many of his speeches were drafted by Theodore Sorensen whom he once referred to as his “intellectual blood bank,” and the historian Arthur M. Schlesinger Jr. Between them they came up with phrases like: “Ask not what your country can do for you, but what you can do for your country,’ and “Ich bin ein Berliner.”

Winston Churchill had a real knack of coming up with “bon mots” like, “we shall fight on the beaches….” and “never in the field of human conflict…”

It is perhaps fitting that the great bard William Shakespeare should be the all time master of the moving phrase, “Once more unto the breach, dear friends, once more;” etc. etc.

Now, I’m not suggesting that you have to become a great playwright or speech writer overnight. But what I am saying is that you will have a much better chance of getting your audience to react in the way that you want by taking trouble over the composition of your message and by developing a “sound bite” to make your message memorable. So, let’s see how to do that.

Start Right

As with anything worthwhile in life you have to lay the foundations before you can come up with the sound bite. The best sound bites are like a precis that is tuned to the human ear.

So here is Part 2 of The Communication Cycle. It tells you how to compose your communication. These rules apply whether you are going to write, speak or present what you want to say.

1. Start by saying what you are seeking to achieve – your charismatic vision. Make it shine!
2. Say why it’s a great idea. Quote facts, stats and testimonials to support the logic.
3. Link the vision of what you are seeking to achieve here with the overall corporate vision.

For example, if the corporate vision is to be the industry leaders in innovative products, say how this activity will create a new, innovative product.

4. Use the same sort of language as the recipient normally uses. Of course, you want to sound like yourself, but it will help your cause enormously if you insert a few phrases that your audience commonly uses.

Beware of trying to use a regional accent if it’s not something you normally do, it will sound patronising.

5. Write or speak vigorously. Let your emotions show them that you care. I am seriously hacked off with the amount of “correct English” that I read in stuff sent to me. I would much rather that people “spoke from their hearts” and let me know how they really feel.
6. It’s a good idea to include an executive summary. Some people who need to be kept in the loop may not have time to read the whole of your communication, but they do want to know what’s going on.

Alternatively, ask a question at the start of your communication and answer it at the end.

7. Don’t be bossy, it pisses people off. So don’t use words like “must” or “need.” They make it sound as if you are talking down to your audience.
8. If people need resources in order to do as you ask it is up to you to provide those resources or say where they can be obtained from.
9. Never forget to say when you want the answer or product delivered. If you leave it open they will never get started.

Yes, I know there’s a lot to think about and do. That is the reason why you are on the receiving end of so many poor communications – the sender simply hasn’t thought it through.

It will help you to understand the importance of good composition if you look at the subject in other fields. I suggest you read this article by top blogger Chris Brogan 40 Ways to Deliver Killer Content.

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