A friend is a TV screenwriter, and gave me an important insight when it comes to more everyday communication like presenting:
- Don’t assume the audience is always listening.
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He was telling me how Hollywood, and all the other film and TV creators, are adapting to the era of smartphones.
Whereas previously you would reveal some important information once in a script…
Now it has to be twice, or even three times.
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Why? Because the audience is not just watching the show…
They're often also on their phones, messaging, checking their emails, or scrolling social media.
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Irritating, I know, but true nonetheless.
Which holds an important lesson for us in public speaking and presenting.
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You cannot assume the audience hears your key message the first time you state it.
In fact, you can’t even assume they’ll get it the second time.
Adding yet another iteration is wise.
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If that sounds painful, then bear this in mind.
It’s no more than a different version of the fine and wise old saying in teaching:
- Tell them what you’re going to tell them, tell them, then tell them you’ve told them.
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It’s not about repetition. That would be tedious.
It’s about communicating your core message in three slightly different ways.
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For example, last week, I taught two workshops on Commercial Communication, at the Universities of Manchester (in the picture) and Cambridge.
Each was based on the three foundations:
- Clarity, simplicity, brevity.
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First, I introduced each concept, explaining why it was important through a series of exercises.
Then, I demonstrated those principles in real life action, courtesy of famous companies, renowned speeches, or feted launches.
Finally, I got the group to put the concepts into action using ideas for businesses, products, services, or presentations of their own.
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I’m happy to say everything went very well.
The concepts of clarity, simplicity and brevity were understood and appreciated, and I delighted in lots of kind feedback.
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So remember, particularly in this, the age of information overload and endless smartphone distractions...
And courtesy of a brief rhyme to help you recall:
