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The Communicator's Job
by Patricia Fripp, CSP, CPAE
In March 2003 I spoke at the Ragan Speechwriters
Conference. I made many new friends and found it an
exciting experience. One of my new friends John Howze
allowed me to share some of his notes with you. I know
you will benefit from reading them. Remember, many of
the presenters at Ragan write for history.
- The communicator's job is to make the important,
interesting.
- People believe stories more readily than
numbers/statistics. The hearer processes stories in
three ways: intellectually, emotionally, and visually
(slides, speaker movements). Start with a story, then
use a statistic or visual to emphasize/elaborate the
point.
- The "Who" Factor: People are interested in other
people. Use stories about people, particularly about
heroes. Look internally and externally to the workplace
for the stories. Keep an archive or clip file with
stories of people you admire, etc.
- The best transitions look forward. ("Fast forward
seven years," is one transition I used for one client.)
- Sound words build tension. Crack! (Was that
lightning?) In the speech, build tension and then break
it/relieve it as a means of holding audience attention.
We all love suspense.
- Smell words and other sensory words also trigger the
formation of memory. See, hear, smell, feel, taste what?
- Writing is architecture, not interior design. Twist a
phrase: "You can't teach a young dog old tricks." -
Warren Buffet, billionaire on why he consistently hires
retirement-age managers rather than younger ones.
- Useful elements for interesting writing: twisting a
phrase, use of alliteration, repetition and rhythm.
- Statistics should be used sparingly and distilled.
Startling numbers are effective.
- Quotes allow us to borrow the best that has been said
or written. They can convey authority, brevity,
relevance, humor, etc. Quotes get the human voice in
your speech. Use contemporary quotes if possible. Be
accurate. Use tone of voice to convey the quote, rather
than saying "quote-unquote." Edit quotes down to the
meat. Paraphrase quotes longer than one or two lines.
- And one of my person favorites I heard, "Tell the
story of the way through the eye's of one soldier."
(366 Words)
This article is part of a series on openings which appears in SpeakerFrippNews.
To subscribe to SpeakerFrippNews visit: http://www.fripp.com/newsletter.html
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Patricia Fripp CSP, CPAE is a San Francisco-based executive
speech coach and award-winnning professional
speaker. She is the author of Get
What You Want!, Make
It, So You Don't Have to Fake It!, and Past-President
of the National
Speakers Association. She can be reached at: PFripp@Fripp.com, 1-800 634-3035, http://www.fripp.com
We offer this article on a nonexclusive basis. You may reprint or repost this material as long as Patricia Fripp's name and contact information is included. PFripp@Fripp.com, 1-800 634-3035, http://www.fripp.com
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