Over the past couple of weeks Dahle Communication has been working on a pretty big project for a client. Without getting too deep into the details, we're working on helping them create a core message for their clients. Being fairly intelligent people, we started out by discussing what we thought might be those core messages and had a great brain storming session. However, what we came up with instead is going to be far more effective - we decided to go straight to their clients and ask them.
Over the past week or so, we've tried to talk to as many of their customers and potential customers as possible and get their thoughts and perspectives. This has really increased our knowledge base of what the message can and should become. Because of this, the message itself is going to be stronger and it will impact more people. In the end, our client will be a lot more satisfied with the end results because of it.
Make sure you do this when working on your speeches. Make sure you do your research when you are preparing. Does that mean you have to include all of that information in your speech? No. In fact, I would argue that you shouldn't because people are more likely to follow emotion then logic (which is another post for another time). What it will allow you to do is make sure that you are creating the most effective message that will appeal to more people so you will be more successful.
Can you put together a good speech without a great deal of research? Sure. Would we have done okay without as much research? Probably. However, as I stated last week - don't let good be enough - it is the enemy of great. Do the research and be great.
Travis
Comments