Personal communications is a great leadership challenge. How can we best get our thinking across to others? Paradoxically, one answer lies in using fewer words.

Trained writers are very aware of “The Elements of Style,” by William Strunk and E.B. White. The first edition of this wise little guide appeared in 1918. Its most essential advice?

“Omit needless words.”

I’m struck by irony as I write this, knowing from personal observation (and style instruments such as DISC) that that I have a hard time keeping quiet. I’m tempted to use lengthy explanations when simplicity would be better. I’m no stranger to giving in and unleashing words, not noticing whether my audience is listening, or cares. I’m not alone.

Words and sales
A recent exchange with a visiting salesperson reminded me of the power of saying less. He was very smart and highly accomplished; he was full of great thinking. He had a lot to say. Unfortunately, he failed to ask me anything about our company, our needs or me. Shortly after “hello,” he uncorked his sales pitch, letting his assumptions lead his monologue. I lost interest as it became clear that he didn’t understand us and had not thought to ask.

I’m especially aware of that approach to heedless selling because I catch myself doing it. I know that there’s a better approach, called “consultative selling.” That’s our preferred way to talk to people considering becoming a client here at McArdle Ramerman. We try not to do a lot of talking about our company until we do some listening. If someone is willing to open up a little bit, we can begin to connect. We can help that person look clearly at his or her organization, identifying leverage points for better strategies, leadership and operations.

We’ve found that a true conversation is inherently rewarding. It leads to collaboration; everyone wins.

Changing the presenter
One of the great pleasures of our work here is an experience we offer called “Presenter Transformation.” It’s about facing the daunting challenge of public speaking though personal change. We also work at helping people to unlearn something that comedian Don McMillan calls “Death by PowerPoint.” That’s an approach to presenting encouraged by Microsoft’s templates. These are generously provided with every copy of the software. Most of those templates feature well-designed graphics, but they can lead presenters to pile too many words on a slide.

Garr Reynolds created one alternative, “Presentation Zen.” He explains his philosophy in a book by the same name. His message: if there’s too much to read on your slide, your audience can’t listen to you. They get caught by conflicting demands, which forces their attention to bounce like a ball at a hyperactive tennis match.

Reynolds believes that great images, effective graphics and a word or two are enough. They get the job done with much more elegance. We encourage Presenter Transformation learners to leave 70% or more of the slide to images and white space. We ask them to place no more than six words on a slide. With a little training, the effect can be beautiful and elegant.

W.A.I.T.
Finally, I want to share some advice I received in my leadership coach training. It’s the essence of great listening and effective coaching: “Always remember W.A.I.T.”
Wait?
“Why Am I Talking?”

It’s been almost 100 years, but Strunk and White remain quietly relevant.

Terry McArdle is a senior coach consultant at McArdle Ramerman. He has built a career transforming teams and business methods in a wide range of organizations. He holds an MBA in general management from Syracuse University and an undergraduate degree in history from Binghamton University. He is certified in TTI DISC. He has also received hundreds of hours of post-graduate training in management, communications and executive development / coaching. These include McArdle Ramerman’s Leadership Rising Senior Executive group and the Intensive Executive Coach Development program.