Post on 11-Apr-2017
C the LightThe Clear, Correct, Concise, Compelling Communication ChallengeBy Barb Sawyers, MATo Toronto IABCMarch 23, 2016
Communicators shed light on people and organizations.
Yet, sometimes we cast a shadow with words others don’t understand.
Are you engaged, stakeholders?
Are you engaged stakeholders?
We darken our brand with careless mistakes.
We cloud the scene with billowing phrases.
Stakeholder engagement dates back to the days of paradigms, paradoxes and parasols…
the lightC
clearcorrectconcisecompelling
C
How do you know?
• Edited lots of clients
• Read lots of IABC content• Judged awards submissions
Speaking corporate for so long
Why me?
Everybody is a writer-digitalToo damn busy
IABC gave us credibility by measuring how well we achieve objectives
I’m not just a pretty face
This achievement is built on a foundation of language
strategy
words
C5 The Clear, Correct, Concise, Compelling Communication Challenge
So people can quickly and easily understand you
Why clear?
So you don’t make your organization look stupid
Why correct?
So people can quickly read or listen to you
Why concise?
So how can you communicate more clearly?
OrganizationWord choice
Organization
Beside what they modifyCoherencePunctuation and visuals
Clear
Word choice
UnderstandablePreciseVivid
Clear
The person who correctly answers the most questions in the next section wins a book.
Clear
Organization
The police only decided to investigate after the complaint.
Clear
Organization
The police decided to investigate only after the complaint.
Clear
Organization
The team, that finished their project, has gone out for drinks. The others are still in the office.
Clear
Organization
The team that finished their project has gone out for drinks, while the others are still in the office.
Clear
Organization
In Florida, where the threat of hurricanes is an annual event, we learned that it is important (1) to become aware of the warning signs, (2) There are precautions to take, and (3) deciding when to take shelter is important.
Clear
Organization
In hurricane-prone Florida, people should be aware of warning signs, take precautions and know when to seek shelter.
Clear
Organization
Clear
How could you organize this visually?
Word choice• The waiter recommends the fresh broccoli.
• The waiter recommends the just-picked broccoli.
• The waiter recommends the fresh-picked broccoli.
Clear
Word choice• The waiter recommends the fresh broccoli.
• The waiter recommends the just-picked broccoli.
• The waiter recommends the fresh-picked broccoli.
Clear
Word choice• The sun-kissed daffodils waved in the
breeze.
• The yellow daffodils looked pretty.
Clear
Word choice• The sun-kissed daffodils waved in the
breeze.
• The yellow daffodils looked pretty.
Clear
Word choiceHow are you managing the transitions?
How are you handling the changes?
Clear
Word choice• How are you managing the transitions?
• How are you handling the changes?
Clear
Word choice• The company is making a paradigm shift. • The company is restructuring some departments. • The company is totally changing how it does
business.
Clear
Word choice• The company is making a paradigm shift.
• The company is restructuring some departments. • The company is totally changing how it does
business.
Clear
Word choice• I’m excited to share the plans for our business
transformation. • We’re planning some changes that will eliminate
jobs. • We’re planning some changes that may improve
your career opportunities and our profits.
Clear
Word choice• I’m pleased to share the plans for our business
transformation. • We’re planning some changes that will eliminate
jobs. • We’re planning some changes that may your
improve career opportunities and our profits.
Clear
Who got 10 correct?
Clear
What’s OK now?
Correct
• The team… they
Not your mother’s grammar
• dangling prepositions
Make sure changes don’t cloud communication. Follow your company’s practices.
• fewer/less among/between
Not your mother’s grammar
Correct
Mistakes that can • interfere with clear
communication• make you or your
organization look stupid
My mom didn’t have
Spell check 1. you confuse words that sound alike, e.g. piece and peaceWhat are some of the other words you confuse?
Correct
However, spell check doesn’t help with•Names• Canadian spelling •Words that sound alike• Contractions versus possessives1. you confuse words that sound alike, e.g. piece and peaceWhat are some of the other words you confuse?
Correct
The person who correctly answers the most questions in the next section wins a book.
Correct
Correct
Name spelling Iphonebarb@barbsawyer.caMacDonaldsMortal CombatCheese Wiz
How do people misspell or mispronounce your name?
Correct
Name spelling iPhonebarb@barbsawyers.caMcDonald’sMortal KombatCheez Whiz
How do people misspell or mispronounce your name?
Correct
Canadian spelling neighborcenterprogramme
Correct
Canadian spelling neighbourcentreprogram
Be consistent
Correct
Sound alikeshere, heardiscrete, discreetOther examples?
Correct
Contractions versus possessivesYour welcomeIt’s profitsWhose coming?
Correct
Contractions versus possessivesYou’re welcomeIts profitsWho’s coming?
Correct
First language interferenceArticlesInfinitivesVerb tensesNoncount nounsIdentify your problems and work on them.
Correct
PunctuationUse basic punctuation correctlyExclamation points and the F wordBeware of apostrophes
Correct
Who had five correct answers?
Where’s Wordo?
Find the incorrect words.Stand up when you finish.Person with the most Wordos wins a book.
Correct
Where’s Wordo?Your not going to believe how great are sales results are. Since our cereal was reformulated, with less sugar, its been flying off the shelves. Our department did not loose any money this quarterOur customer’s interest has also been peaked by our new packaging. They love the red & black combination. Yesterday I received an email from a customer whose very happy. Sam says he loves 2 start his day with Coco puffs.
Correct
Where’s Wordo?
How many mistakes did you find?
Correct
Where’s Wordo?You’re not going to believe how great our sales results are. Since our cereal was reformulated, with less sugar, it’s been flying off the shelves. Our department did not lose any money this quarter.Our customers’ interest has also been piqued by our new packaging. They love the red and black combination. Yesterday I received an email from a customer who’s very happy. Sam loves to start the day with Cocoa Puffs.
Correct
Who found the most Wordos?
Correct
So people can quickly read or listen to you
Why concise?
Concise
To clarify your thoughts
Concise
Why concise?
1. Think before you write.What are your goals? What do you want to say? Who are you communicating to?
2. Revise to reorganize and shorten. Delete unneeded words. Tighten and check again.
Concise
.
• Chop aggressively. • Eliminate redundancy, jargon and big words.• Reduce, refine or remove unhelpful adjectives and
adverbs.• Be precise.• Pretend every word costs you money.• Pretend it’s a tweet or text.• Replace long descriptions with links or attachments. • Detach yourself from your words. They serve you,
not the other way around.
Concise15 ways
Practice
Concise
Revise the email on the next slide in as few words as possible without sacrificing the main idea.Stand up when you’re finished.Person with the fewest words wins a book.
Practice
Concise
As Armsoft vice president, I am troubled by a big problem. I am writing this note to ask for your help and advice to address an urgent problem –the problem of excessive e-mail. If you will do me the favour of answering the questions below, I’m sure your ideas will assist us in the development of a plan that should benefit staff, yourself, and our organization will be improved. Your responses in writing to these questions will help me prepare for a meeting on January 4.
Essentials of Business Communication
Practice
Concise
I would appreciate your advice on how to reduce e-mail volumes, to help increase productivity. You will find a short list of questions below. I need your responses before the holidays.
Who got the fewest words?
Concise
Concise Clear
Correct
Why don’t people do it?
Make the time.Think clearly.Read and practice.
What about compelling?
Concise Clear
Correct
Concise Clear
Correct
Compelling
Compelling
Times are tough. Your communication budget is on the chopping block.Persuade your CFO to maintain it. Best one wins.Convince your CEO to increase it. Best one wins.
Big shot
Thanks
barb@barbsawyers.ca
Hold a workshop at your organization• @Ease with Email• Once upon a Brand• Look Like a Pro• B’English and more www.stickycommunication.ca