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8 Common Pitfalls to Avoid When You
Speak: Turn Dull to Dynamic
by Patricia Fripp, CSP, CPAE
Whenever you open your mouth, whether listeners “see” your message
your audience is one person or a thousand, you by using memorable characters, engaging situ-
want to get a specific message across. Perhaps ations, dialogue, suspense, drama, and natural
you want your opinions heard at meetings, humor that is within your example.
lead a training session, or you are delivering a
formal presentation. Possibly your sales team A good example can simplify the complex, get
needs to improve its customer communica- your audience emotionally involved, and transport
tion, or you’re in a position to help your CEO them to another time and place.
design an important speech.
4.
Anyone who sets out to present, persuade, NO EMOTIONAL CONNECTION
and propel with the spoken word faces 8 major
pitfalls. The most powerful communication combines
both intellectual and emotional connections.
1. Intellectual means appealing to the rational
UNCLEAR THINKING self-interest with data and reasoned arguments.
Emotional connection comes from engaging
If you can’t describe what you are talking the listeners’ imaginations, involving them in
about in one sentence, you may be guilty of your illustrative stories, and by answering their
fuzzy focus or trying to cover too many topics. unspoken question, “What’s in this for me?” Use
Your listeners will probably be confused too, what I call a “highYou/I balance.” For example: Not
and their attention will soon wander. Whether “I’m going to talk to you about -----,” rather “You’re
you are improving your own skills or helping going to learn the latest trends in ------.” Not, “I
someone else to create a presentation, the want to tell you about Bobby Lewis,” but “Come
biggest (and most difficult) challenge is to start with me to Oklahoma City. Let me introduce you
with a one-sentence premise or objective. to my friend, proud father Bobby Lewis.” You’ve
pulled the listener into the story.
2.
NO CLEAR STRUCTURE 5.
WRONG LEVEL OF ABSTRACTION
Make it easy for people to follow what you
are saying. They’ll remember it better--and Are you providing the big picture and gener-
you will too as you deliver your information alities, when your listeners are hungry for details,
and ideas. If you waffle, ramble, or never get facts, and specific how-to’s? Or are you drowning
to the point, your listeners will tune out. Start them in data when they need to position them-
with a strong opening related to your premise; selves with an overview and find out why they
state your premise or central theme; list the should care? Get on the same wave length with
rationales or “Points of Wisdom” that support your listeners. My colleague Dr. David Palmer, a
your premise, illustrating each with examples: Silicon Valley negotiations expert, refers to “fat”
stories, statistics, and case histories. Review and “skinny” words and phrases. Fat words describe
what you’ve covered, take questions if appro- the big picture, goals, ideals, outcomes. Skinny
priate, and then use a strong close. words are minute details and specific who, what,
when, and how. In general, senior management
3. a high level overview which may be considered
NO MEMORABLE STORIES “fat” words. Middle management requires medium
words. Technical staff and consumer hot line
People rarely remember your exact words. users are hungry for skinny words. Feed them all
Instead, they remember the mental images according to their appetites.
that your words inspire. Support your key
points with vivid, relevant stories. Help your
Volume 3 Issue 4 - OCTOBER 2016 5
