TIP # 4 | Leave out the unhelpful parts
Focus on solving the problem and resist the urge to add unnecessary detail.
This Substack is dedicated to helping people everywhere communicate more effectively about difficult topics. The pieces go in order so if you haven’t started at the beginning, go back to the main page and scroll down.
To review:
Tip #1 - be brave and decide to have the difficult conversation.
Tip #2 - communicate to solve the problem.
Tip #3 - say as much as you can upfront and get it behind you.
Now, here we are at tip #4 - don't say everything! Leave out the distracting or confusing parts.
Last time I told you to say as much as you can upfront. Now I want to caution you not to say everything.
And by everything I mean, don't say something unhelpful. Don't add a detail that will undo your good work. Solve the problem, then stop there.
One of my favorite examples of someone who broke this rule comes from the Clinton White House in 1997. You probably remember the story. Then again, you’re probably not a communications nerd like me so maybe not.
Our president was enjoying a weekend at the Florida home of professional golfer Greg Norman. In the course of the weekend, the president injured his knee. The news release issued by the White House press office explained what happened and added this bit of unnecessary detail at the end - “alcohol was not a factor in the incident.”
When hearing the first part of that story, most people would conclude that the president exerted himself to keep pace with Greg Norman on the golf course and overdid it. He slipped and twisted his knee. Pretty simple.
But when you introduce the idea that “alcohol was not a factor,” you make people like me think, “that explains it; they were half in the bag.”
Hey, don’t blame me. They suggested it.
Here's the axiom to remember:
Don't describe what something isn't. Describe what something is. Don't plant seeds of doubt or raise questions by injecting an unneeded negative.
—> See also, “I am not a crook.” - Richard Milhous Nixon
Say as much as you can but stop short of unnecessary, unhelpful detail that has the power to undo the good problem-solving work you’ve done with your messaging.
As always, I write a new one of these every few days, drawing on my couple decades of experience helping organizations and people dig out from difficult circumstances.
Please don’t hesitate to ask me anything if you think I can be helpful.
For a link to the next tip in this series, click here. Tip #5 - use words we can all understand. Ditch the industry jargon and buzzwords so you don’t alienate part of your audience.