Recently, I have been working with quite a few CEOs, synthesizing important messages and distinctions about their respective organizations. Content is king, of course, but too much of a good thing can dilute a message to the point that is loses all meaning. This is where the power of three comes into play!
Connect with Your Message First
I expect clients to be deeply connected to their message. That’s a good start. If you don’t believe in what you are saying and in the value you are presenting, then you may as well go home. You aren’t going to win any converts today!
But once you craft a message in which you believe strongly, that message can blur and lose its allure from adding too much data. In making your point, more is not better…synthesis is.
Think in Threes
Parcel the message into three overarching points much like chapters in a book. Three key supporting facts will make it easier for your audience to digest what you are saying. It is quite the opposite of the presentations most of us have had to endure when a person presents bullet point after bullet point, never really establishing a main idea and losing the audience in a quagmire of details. Have details ready if asked but, if you are making strong, well-reasoned statements, you will be having a dialogue that is a two-way street, leading to a partner-like relationship rather than a client-vendor one.
“What This Means for You Is…”
Try answering that question the next time you are putting together a presentation or having a client conversation. If you can answer the question with specifics, you are going to be far more likely to capture and keep your client’s attention. And once you have that, you can establish the trust we speak about that is only experienced by advisors who create real value for their clients.
Try it and let me know what you discover. You can leave a comment below and I will respond!