Being able to tell your story well is obviously critical but it becomes pointless if you don’t have an audience.
I like to compare communications to a big stage where timing is everything. I have watched countless individuals or companies work so hard and spend so much time on “perfecting” the message that by the time it’s delivered, not only has the spotlight moved away from them, the entire audience has left. What’s worse, they have left with someone else’s message. I was once told about an individual who sat on a message for several hours, missing an important deadline, because he was not happy with the formatting. By the time the formatting was up to his standards, they had missed an important opportunity. Ironically, the formatting on the page he was reviewing would change when uploaded onto the specific forum.
First off, let’s be clear that there is no such thing as a “perfect” message. Communications is a very subjective exercise. Everyone has a different or better way of saying the same thing. Just say it. Obviously, say it well, succinctly and convincingly ─ all within a very short window.
This is your moment
Let’s get back to the stage idea for a moment. The spotlight is shining brightly on you. The audience is sitting in rapt attention as you prepare to tell your story and you say…nothing. It seems you are trying to figure out if you should say house or home. Meanwhile, the spotlight has moved onto your competitor, who is telling the story for you. The audience is thrilled. They have something to consider, something to talk about.
And now you, Mr. or Mrs. Wordsmith, have a lot of work to do. You will have to spend the next several months possibly correcting any fallacies or misinterpretations and telling your story as you see it. Except, your audience is scattered all over the place and it’s no longer interested. That’s a lot of work and time to devote to a lost opportunity.
So please, do choose your words carefully and make sure you present them well but, by all means, say them. Your audience is waiting.