Getting Out of Our Own Way – The Spoken vs Written Word

  by Anne B. Freedman

Went to an excellent Business Plan “Boot Camp*” yesterday and a good chunk of it was spent urging us to write tightly, to try get across our new business concept in seven words or less at first, and then, down to three words. I confess, despite being an experienced writer and former journalist, it was a               humbling exercise.

When you start putting your ideas together for a spoken presentation  – whether a “pitch” for business or an internal meeting – one of the most challenging parts is condensing your many varied and often brilliant thoughts into convincing ones that will capture and keep the listener’s attention.

After determining exactly who they are trying to persuade and why, I encourage my clients to begin by letting it “all hang out.” That is, write down everything they could possibly say, in no particular order. Then, write out what the competition might say about the idea, product or service. Consider and list what it doesn’t do. Identify at least a  half dozen distinct benefits for the listener (your boss, client, board, investor, etc.)  that will accompany a decision to give a “yes” answer to your presentation and list them. This process is similar to any other important business or nonprofit organization writing project, and to what I saw in the Business Plan Writing Boot Camp.

The key difference between writing well for the eye – which is what a business plan, blog, proposal or brochure requires – and writing effectively for the mouth, is that once you assemble your message, you’ve got to be able to say it, comfortably and convincingly.

My recommendation? As you brainstorm and write out your points and ideas, speak them aloud right away. It may slow up your “let it all hang out” brainstorming a bit, but you’ll have a much better handle, far sooner, on what you can express well face-to-face. Save or edit the stuff you trip over saying or that sounds boring to you, for a written document. In other words, get out of your own way, and you’ll enjoy better connections between your ideas, your mouth and your listener. As always, rehearse, rehearse, rehearse! Remember, actors practice for hours to make their performances look “natural.”

 (* http://www.entrepreneurship/fiu.com. Don’t miss the great Boot Camp series at Florida International University’s Pino Entrepreneurial Center. Upcoming, very reasonably priced sessions focus on Marketing, Finance, Networking and Selling. I am still sifting through what I’ve learned and realize how much I don’t know!)

The Spoken Word versus Blog or Business Writing

  

As kids, we are taught how to write for others to read, things like school papers, thank you notes, applications for college, scholarships and job resumes. So why, when we try “writing out” what we want to say aloud for a live presentation, video or podcast, does it often sound  like garbage?

In working with business leaders and executives, I have found that the successful communicator understands that writing for the “eye,” for reading, and for the “mouth,” for speaking, are different tasks, requiring unique approaches.

Orally, you need to be much simpler and more straight-forward than in a written proposal or set of recommendations, and it has nothing to do with the intelligence of the listener. Say, “Harry, I am going to go over three recommendations that will help us increase our bottom line and run the department more efficiently.”  Then, in a brief summary, state exactly what you intend to cover. “The first is a new policy for hiring. The second is recommendation to change how we process credit cards.  And the third will enable us to more accurately gauge reactions to our customer service.” In writing for the “eye,” you might have listed this summary with numbers or bullet points next to them.

Once you have established a clear foundation for what you will be discussing, go through each point one at a time, with anecdotes or examples to make each recommendation come alive. It’s also a good idea to periodically repeat or paraphrase what you have said earlier, because your listener can’t always remember your comments, and especially when hearing something for the first time.

Unlike the written word, a successful oral presentation – whether live, video or podcast —  takes rehearsal. Practice all the pieces of your presentation aloud, and out of order, so you keep the tone fresh and engaging. Fix any parts that are too hard or awkward for you to say comfortably. Be sure and plan out carefully exactly how you will end your spoken remarks and for what you are asking . Avoid, “well, that’s all I have to say; are there any questions?” When in doubt, cut something out! Shorter is almost always better. 

This article is my first blog posting. I welcome your comments and feedback!