Over a lifetime of sales, advocacy, advertising, promotion, teaching, consulting and more I’ve had the occasion to work with probably thousands of people.  As such, I’ve learned a few things about what makes someone effective at getting their ideas across. I’ve also realized even those who are very good can still learn a thing or two.

Getting your ideas across is key to successful marketing, marketing which can include speaking at seminars, keynote addresses, introduction of other guest speakers, self-publishing, being interviewed by reporters, blogging, commenting on blogs, Tweeting, and more.

So, knowing most of us would like to improve upon our communication skills with our clients and colleagues, here are a few thoughts on the subject.

1. Charisma is no substitute for expertise. Your inherent charms will only take you so far. Every once in a great while someone will hit the big time based upon their ability to weave a magic spell or are brilliant at self-promotion but really in the shallow end of the pool when it comes to actual expertise. For every one of those superstars their are hundreds, if not thousands, who are exposed for the frauds or featherweights they are.  Better to be king of a small island than a failed candidate for ruler of a continent.

Becoming an expert doesn’t necessarily require putting in thirty years on a given subject (there are way to many old-timers who are just putting in time without improving their skill sets or knowledge base and just skating by. Or as a friend likes to say, ‘repeating one year of knowledge 30 times’).  It is becoming knowledgeable through everyday learning, a deeper more thoughtful investigation, attention to nuance and singular focus which can set you apart.

2. Trustworthiness is paramount. A recent Gallup poll indicates the least trustworthy occupations/professions are politics, journalism, business and (surprise) law.  So, you are already beginning below the curb in the trustworthiness arena as most people view your ability to be honest and straightforward with healthy dose of skepticism.  The most powerful thing you can do to counter this is make statements that are not in your self-interest.

Examples:

• While working at a law school, I knocked the hell out of the traditional law school agenda.  It didn’t matter that my law school was doing the right thing by offering a course to help solos.  The vast majority were not.
• Experts can come across as impervious to the everyday concerns facing most of us other mortals, not prone to struggling with the professional issues your audience may be dealing with. Don’t be afraid to discuss issues you may be challenged by and sharing what has helped you and what hasn’t. Just relating rehearsed success stories doesn’t make for a bonding experience with your potential client or reader.  Be truthful, be honest and connect. That helps to establish trustworthiness.
• With proper discretion and without undermining yourself, discuss a personal problem you may be facing.  It could be a universal one like an aging parent, health, a child going off to college.  This relatable slice of your life connects you and encourages trust.

3. Avoid obvious cliche rhetoric. The more obvious, cliche topics you discuss or write about, the more they blend in with the wall paper. How often can a reader or potential client hear the same thing but from a different talking head?  It’s vanilla.  Your reader or audience wants to experience blackberry, fudge swirl or, as my son likes to, create flavors like mango- banana, strawberry- chocolate chip. That creates interest, enthusiasm for what you have to say. Avoid the obvious.

4. Be a contrarian.  So many speakers and blog authors state the obvious as if they alone have discovered the holy grail. For example, if one more person espouses the virtue of ‘networking’ without adding a new twist, we’re going to have the world’s largest chorus.  Amen. You want to be the ‘soloist’ in that choir. Don’t put your audience or reader to sleep or disrespect their time. Discuss things that are fresh and important and relevant. Presenting a well-founded contrarian position does much more for your readership or audience.

It is risky to go against the mainstream but you have to determine if it is a risk worth taking.  If you can back up your proposition, go for it. I know I feel better about my life for having interjected a different perspective, being that ‘soloist’ instead of just another choir member.  But, then, I was a born contrary.

5. Be a musician. In every sentence you write, every word you speak you have the ability to modulate, vary your tone, pace your words (staccato, allegro, presto), create dramatic pauses. Be musical. Be entertaining. Be engaging and memorable.

6. Go naked. If you are doing speaking engagements or interviews do not script your words.  Use cue words to trigger what you know you want to say.  Other than professionals, few people can read cue cards or memorize a script without it sounding like you are reading or regurgitating memorized script. Know your talking points and let it flow even if you wander down tributaries unexpectedly.

7. Engage in conversation. Speaking engagements, interviews, blogging, Tweeting…it’s all about engaging your audience in discussion.  Do not be afraid to ask questions of your audience or readers.  Let there be loose threads in the blog post to encourage readers to respond, point out, correct.  If you are interviewing someone on a podcast for your blog, provide a hypothetical to help them engage in a narrative…and also to get your audience thinking about how they would answer the hypothetical.

• Be an expert.
• Be different.
• Be engaging.
• Be unscripted.
• Be professional.
• Be personal.
• Be yourself.

What have you done which sets you apart?