The Power of Reputation by Chris Komisarjevsky

Author:Chris Komisarjevsky [Komisarjevsky, Chris]
Language: eng
Format: epub
Publisher: AMACOM
Published: 2018-11-02T00:00:00+00:00

Speaking to Be Heard

Speechwriters know the art of communication well. It’s one of the reasons they are fond of short sentences. They take complex topics and break them into small, easily understandable parts … almost like cutting a large piece of steak into small bites so that it can be chewed and digested more easily.

Those same speechwriters use memorable words and well-crafted phrases that have an impact on the listener by conjuring images or feelings that touch an emotional chord.

Presidential speechwriters are some of the very best. They know how to turn a phrase, create a picture, and leave a lasting impression. They, in fact, know well how to grab the listener’s attention by asking a provocative question, sharing a series of thoughts, and expressing emotion. They pay great attention to each word because they know that whatever the president says will be scrutinized, leave a lasting impression, and serve to build a reputation.

Even if you aren’t the president of the United States or the president of your organization, you need to apply the same skills to how you phrase whatever it is that you want to say and write. Both require considerable thought and clarity. Think about your words. What do they mean? Equally important, how will they be interpreted? One of the great challenges of the English language is that so many words have more than one meaning, some actual and direct and others by implication, suggestion, or context. Your choice of words is so important.

So how do you apply those skills as you build your own reputation? Here are some ideas:

Paint images when you talk and outline plans. People respond to imagery. They can see pictures. They can see themselves in those pictures. If you are starting a business, help others picture what the business will be like when it grows, expands, and they have an increasingly important role. Help them imagine what it will mean to them. If you are an entrepreneur and you are meeting with those who can provide financial support, help them see what the future will be like when you are successful and help them think about what that will mean.

Name those who are essential to your success. Involve those with whom you work on a personal basis. Talk about the special skills and dedication that they bring to the enterprise and what their work means to success. Point them out by name so that you capture their excitement and their loyalty. Give credit to them. It will bring credit to you. As I’ve said before, you get more than you give when you share credit and loyalty.

Always refer to “the team.” Teams create success more often than do individuals alone. Talk about the team’s contributions to the goal and the team’s dedication to success. Involve others, whether they are your staff, your clients, your vendors, or even your bosses.

Invoke those who have been successful before you. Use examples of people who have tried and succeeded before you. Talk about what they have done that has made them stand out.

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