When I was asked to develop my Cambridge University course, Compelling Communication Skills…
I was flattered, intrigued, and excited.
But! I’m also a realist, which meant a certain wariness.
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I only have a limited amount of time, it was a big project, so I wanted to feel reasonably certain it would work.
Creating the course would mean several months of saying no to other opportunities, so it was quite a decision.
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This is how I was pretty much sure it was a good idea.
And perhaps even a very good one…
(As has proved happily true.)
In fact, it's how I test all my ideas.
With due fanfare:
- I challenge myself to write just three lines describing them to a potential customer.
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This goes back to my BBC days, and an old saying which always stayed with me:
- Good stories tell themselves.
Which was absolutely true.
The best stories were easy to write. They just flowed. Dull ones took much more effort.
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So, if those lines come easily and look good, it's a happy omen.
But still, I let them sit for a while.
Then I return, and if they’re still smiling and winking at me in an alluring way…
I share them with three or four friends and colleagues for their thoughts.
If that feedback also comes back positive, it’s all systems go.
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The trick works partly because modern life is busy.
People want to know immediately why they should be interested in something.
Three lines of information is enough, but not too much.
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Importantly however, and rightly, people can be wary.
Modern life is also sadly full of tricks and traps.
So, can you also convey credibility in those three brief lines?
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Finally, can you tick the three boxes of the pillars of persuasion.
Without getting all Cambridge intellectual, we’re talking Aristotle's famous ethos, logos and pathos:
- Your credibility, logical and emotional appeal.
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Can you cover all the elements, above, in just three lines, to the satisfaction of yourself and some respected peers?
Because that’s the big test.
If the answer is yes, I would be pretty sure your idea is a good one.
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Finally, to test my strategy, this is what I wrote for Compelling Communication Skills:
Would you like to impress, influence, and inspire with your writing, storytelling and public speaking?
Compelling Communication Skills can help you achieve that, and - even better - in just six weeks.
Created by University of Cambridge experts and former BBC News reporters, you’ll receive intensive support to help you flourish in personal and professional life as a truly compelling communicator.
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And as for the results...
World class rankings, hundreds of very happy learners with scores of stories about how their new communication skillset has helped them thrive, plus a big shiny award.
I'd happily call that a big yes!
