“Everybody experiences far more than he understands. Yet it is experience, rather than understanding, that influences behavior.”
Marshall McLuhan 1911-1980 Communications theorist
We live in a time when all of us are inundated with information on a daily basis at a rate that is unparalleled in history. In addition, all of us are “time poor”. More than ever, we are faced with managing personal, family, business, civic and religious activities, each of which are equally demanding.
For all of us, it means that in our communication with one another, we must be increasingly efficient, effective, and accurate. Our respective audience is unlikely to have much patience with us if we cannot get our point across within a short period of time. Likewise, we must be careful to use language that our audience easily comprehends in the manner we intend it to be understood. We must take into account the language of the day, of the sub-culture, even the individual group we are speaking to. If we are to be clearly understood, we must be concise, consistent, simple and direct.
Here are ten rules of communication that will help us in this endeavor*
1. Speak in simple terms avoiding big words when a small one will do.
2. Be brief. Use short sentences. Aim for thirty seconds or less.
3. Demonstrate credibility about your subject.
4. Be consistent in your message.
5. Offer a novel way of thinking about an old idea.
6. Observe the sound, tempo and texture of your voice.
7. Inspire others with your aspiration to deliver on a promise.
8. Use vivid words to help your audience visualize.
9. Ask questions more than giving answers.
10. Provide context. Explain why your message is important at the moment.
*adapted from “Words That Work” by Dr. Frank Luntz, 2007
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