Ron Huff shows you how to deliver a compelling message in six minutes or less in his book Say It In Six. Milo O. Frank can do it in thirty second or less.
Frank’s background is in advertising and the world of the sound bite. No doubt his concepts work well for those who craft radio or TV spots. With my emphasis on the human side of communication, though, I wondered if his book would be meaningful for real communication. I discovered his principles are sound for nearly every communication.
Here’s what he says:
Have a single, clear-cut objective in mind. That’s good advice for a radio spot, a sales presentation, or a marriage proposal.
Know your audience and what they want. Nothing new here, but still sound advice. Frank lists it as the second principle. In my model, with my concern for the other person, I put knowing the audience before defining what I want. The bottom line is, communication is not a strictly linear process. As I’m getting to know myself and my audience, I’m getting better positioned for effective communication.
Have the right approach. Frank’s “approach” is the phrase or one sentence that will “best lead you to your objective.” A salesman, for instance, may have as his objective to sell an Apple iPod to a small business owner. His approach would be, “Now you can show prospects color photos of your products anywhere you are.” Your approach is simply a short, creative way to present your case in terms of some benefit to your audience.
Have a hook. The hook is what you use to get the attention of your audience. For good examples of hooks, read the front page, above the fold, of any Wall Street Journal. They give you just enough of a story to make you want more. That’s a hook. (You’ll need one of these to get your next speech or presentation off on the right foot too.)
Have a subject that explains, reinforces, or proves your single, clear-cut point. The subject answers the reporter’s famous question set: who, what, where, when, how, and why.
Ask for what you want in your close.
Leave your audience with a vivid mental image of your message. Use imagery (descriptive language), clarity (simple and clear language), personalization (personal language), and emotional appeal (real, human language without jargon).
Publisher information:
Frank, M.O. (1986). How to get your point across in 30 seconds or less. New York: Simon and Schuster.
