Are You Going to Memorize That?
For many of us, memorizing content dates back to grade school. In third grade, it was usually poetry or an element of a famous speech in history.
Ask a third-grade teacher, and they’ll tell you why they assign it. Memorization builds confidence, it develops young brains and it helps young students think more about the meaning beneath the words.
But those values don’t hold up with business content and in business settings. In fact, memorizing is a huge liability for a speaker for the same reasons it may be a good idea for a third grader.
As a communicator, you’re not trying to think beneath the words, you’re trying to influence through them. You’re not trying to put stress on your brain to remember a word, you’re trying to leverage a thought to draw a response from an audience. And while it may feel confident as a step of preparation, it quickly becomes obvious that someone is uncomfortable with memorized content because it’s written all over their face.
If your preparation strategy is memorization, it’s time to break that habit.
What should you do instead?
Ironically, what we see on a communicator’s face is pretty consistent between a third grader and an adult. Do you remember watching young classmates stand up and recite poetry? It was clear they were searching for words, it was clear that they were trying to rush through it, and it was clear they weren’t aware of anyone else in the room.
That’s still very recognizable on any communicator’s face.
Technically, to repeat thoughts from memory requires someone to be in their head. Through the years, we can get better at stringing words together and visualizing that string of words to recite them in order. But it’s a technique that keeps your focus in your head and blocks any awareness of or connection to the listeners. That’s why it’s also the most common cause of losing your place.
Instead, start with the most basic point of communication: the listener.
The point of communication is not to push out information; it’s to pull in listeners. Think about it. That’s what you do in 1:1 conversations every day. When you talk to a colleague, your goal isn’t just to tell them something. Your goal is to get their reaction to it. In fact, when we don’t get a reaction, we tend to stop talking about a topic and move on to something else.
Years ago, I was coaching a client to get out of his head. In his case, it was easy to see what he was doing because his face was void of expression, his voice was monotone, and he looked away to get his thoughts. When I talked to him about pushing out information versus pulling in people, he was surprised by my expectation.
In fact, he told me that he’d never thought about what people did with his information. Instead, he thought of it as showing up and dumping all of his information on a conference table in front of people and assumed that they took what they needed. He hadn’t considered that the way he said it impacted how they heard it.
But it does.
Audiences only retain about 10-30% of what they hear. The difference in those percentages seems to be how hard the communicator works to influence an idea.
So, how do you prepare effectively?
These five steps will help a communicator develop an effective approach:
First, set the flow of a storyline. If you’ve worked with SW&A on content, then you know that we organize ideas with the listener in mind. This creates alignment and an easy way to engage listeners in any conversation or presentation. It also helps a communicator adopt an order to content that is easy to follow consistently.
Second, expand ideas into details. For important presentations, invest the time to build a talk track and put intention to how details are explained. This helps you add color commentary and interest with stories and examples. The level below the big ideas is where the communicator captures their own emotion and unique way of sharing points.
Third, visualize the ideas. Your visuals should follow your content, not the other way around. Visuals are a powerful part of content development if they’re used in the right place. But you can’t build the flow of content through visuals because visuals are tied to details. When you leverage visuals once the details have taken shape, you’ll use them much more effectively.
Fourth, practice from an outline. The talk track got your own words on a page, but it’s not what you use to practice. You practice with an outline. The talk track helped details take shape. The outline pulls you back to focus on leading a listener through ideas and not getting bogged down in word choice. In fact as you practice with an outline, you’ll notice that you use different words to get across the same stories and examples. And it’s much easier to settle in with what comes to mind versus keeping your mind focused to retrieve the word.
Fifth, practice out loud. That’s what builds confidence. When you hear the words, you own the words. When you feel the delivery of an idea or the ownership of a story, your style attaches to content and increases your ability to influence.
These five steps are a better way to develop content and approach an audience a little smarter than a third grader. We’ll show you how!
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