Get to the Point!

1. Identify Your Point: The Foundation of Effective Communication

You have to have a point to make a point.

The core of communication. Having a clear, well-defined point is the foundation of all effective communication. Many speakers and writers fail because they confuse a point with a topic, theme, or title. A true point is a contention you can propose, argue, defend, illustrate, and prove. It makes clear its value and purpose.

Characteristics of a strong point:

• Can be proposed and defended
• Demonstrates clear value and purpose
• Is specific and actionable
• Addresses the "So what?" question

Examples of weak vs. strong points:

• Weak: "The American Revolution"
• Strong: "The American Revolution gave our country an enduring democratic identity"
• Weak: "Income inequality"
• Strong: "Income inequality is America's biggest domestic challenge"

2. Craft a Compelling Point: Pass the "I Believe That" and "So What" Tests

A point is a contention you can propose, argue, defend, illustrate, and prove.

The "I Believe That" Test. A strong point should fit seamlessly into the phrase "I believe that..." forming a complete sentence. This simple test helps distinguish between true points and mere topics or themes.

The "So What" Test. After passing the "I Believe That" test, ask yourself, "So what?" This ensures your point is substantive and not just a truism. A good point should have a reasonable counterpoint and be defendable for more than a minute.

Enhancing your point:

• Avoid split ends (multiple points in one)
• Add a value proposition (the greatest impact your idea will effect)
• Use specific, meaningful adjectives instead of generic ones (e.g., "profitable" instead of "great")

The "Why" Test: Ask yourself "Why?" to eliminate meaningless adjectives and connect your point directly to its impact or importance.

3. Sell Your Point: Don't Just Share Information, Make an Impact

Good ideas, in the form of points, deserve to be sold, not just shared.

Beyond information sharing. Many speakers deliver "book reports" – simply describing who, what, where, and sometimes how and why. This approach fails to convey the speaker's stake in the subject, its relevance to the audience, or its potential impact.

Selling language. Use these point-forcing power phrases to ensure you're selling, not just sharing:

• "I propose..."
• "I recommend..."
• "I suggest..."

These phrases force the creation of a true point and typically include a value proposition. People who use these power phrases are often seen as leaders and eventually become them.

Impact vs. information: Compare these approaches:

• Sharing: "This book represents our mission perfectly—it tells detailed stories of these brave women..."
• Selling: "This book will expose our mission to key audiences and donors, helping us raise funds that will assist more families in peril."

4. Tailor Your Point: Understand and Address Your Audience's Needs

Consider the same precautions with your point's impact on your audience.

Know your audience's wants. Different settings and situations call for different approaches. Audience wants may include:

• Information
• Insight
• News or updates
• Inspiration
• Appreciation
• Empathy
• Explanation
• Comfort

Align your tone. Match your communication style to your audience's expectations. Don't be the strategist when you need to be the inspirer, or the finger-pointer when you need to be the appreciator.

Pre-presentation reflection. Before every event, ask yourself: "What does this particular audience want and need from me?" Ensure your point addresses these needs, or you risk seeming out of touch, no matter how strong your point is.

5. Stay on Point: Use Transitions and Resist Distractions

If you suddenly find yourself lost in space, you can immediately get back to your point using transitions like these: "My point is this..."

Course corrections. There's no limit to how many times you can bring up your point or use it to get back on track. Use transitions to refocus:

• "Here's the thing..."
• "Here's the idea to remember..."
• "My point is this..."

Resist distractions. When faced with pressure to address someone else's point, use these transitional lines:

• "I hear what you're saying, but my point is..."
• "I know that's a popular perception, but the truth is..."
• "This is indeed a gray area, but I believe that..."

Stick to your purpose. Remember that your job is to convey your points, not to defend yourself against personal attacks or get sidetracked by irrelevant discussions.

6. Strengthen Your Point: Leverage Volume, Pauses, and Power Periods

Speaking loudly not only boosts your points, it can also boost your career.

Power of volume. Increasing volume corrects many public speaking errors:

• Mumbling
• Speaking too quickly
• Ending sentences with question marks instead of periods
• Talking too quietly

Strategic pausing. Pauses are not your enemy; they are your ally. Benefits of pausing:

• Allows audience to process information
• Creates dramatic suspense
• Gives a spontaneous feel to your presentation
• Replaces filler words like "um" and "ah"
• Provides time to construct precise statements

Power periods. End your sentences with periods, not question marks (avoid "uptalk"). This conveys confidence and authority. Practice by listening for uptalk in others and yourself, then consciously use power periods, especially when delivering your main points.

7. Deliver Your Point: Master Various Communication Scenarios

Knowing you have a single, specific job can relieve a lot of anxiety, especially if you're worried about things like your appearance, how nervous you seem, or even a foreign accent you may have.

Focus on point delivery. Your primary job in any communication scenario is to move your point from your head to your audience's heads. Success is measured by whether your point was received, not by applause, laughter, or other engagement metrics.

Scenario-specific strategies:

• Speeches: Unveil your point in the first 30 seconds, use smart notes, practice out loud
• PowerPoint: Ensure each slide contributes to your overall point, remove complete sentences, follow the five-and-five rule
• Emails: Put your point in the subject line, use bullets, end with a suggestion or recommendation
• Staff meetings: Prepare points in advance, be loud, use pauses for precision
• Executive communications: Don't bury your point, keep it tight, end with aspiration
• Performance reviews: Start with a general overview, offer examples and recommendations
• Conference panels: Prepare points in advance, know everyone's names, be ready to jump in

8. Overcome Obstacles: Conquer Anxiety and Avoid Common Pitfalls

Remember: You don't want to be your point's cheerleader; you want to be its champion.

Conquer anxiety. To overcome public speaking anxiety:

1. Know your point
2. Focus on delivering your point, not on yourself
3. Practice out loud

Avoid common pitfalls:

1. Overuse of "and" (dilutes your point)
2. Nonsense words ("um," "ah," "so")
3. Apologizing or expressing nervousness
4. Speaking too quickly
5. Self-doubt and negative self-talk

Recognize and ignore the internal critic. The voice of insecurity in your head is a liar. Don't trust it. Focus on your job: delivering your point.

9. Train Others: Empower Your Team to Make Effective Points

No matter where they sit in a company hierarchy, everyone can benefit from conveying real points.

Encourage point-making. Train your staff to identify and strongly convey their own points:

• Ask for recommendations and suggestions in meetings
• Practice expressing points as "I believe" statements in group exercises
• Challenge employees to be louder and embrace pauses
• Suggest speaking roles at internal meetings and conferences
• Recommend joining public speaking groups like Toastmasters International

Lead by example. Consistently use point-forcing power phrases and demonstrate effective point-making in your own communications. This sets the standard for your team and creates a culture of clear, impactful communication.

Provide resources. Share books, articles, and training materials on effective point-making. Consider bringing in communication experts for workshops or seminars.

Last updated: August 19, 2024