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Quote of the Week
Newsletter Archive
for July 20,
2003
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In case you
initially question the usefulness of this quote in business, please
make a point of reading my notes under the "Key Point"
section. Al Lampkin may be known for his humor and magic, but don't
forget that he's also a successful businessman
with a 25 year track record of successful self promotion. If you
prefer, just use this quote to add a chuckle to your day. Thanks a
bunch, Al.
Ric Moxley - Editor
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In
this issue:
· Key Point
· Applying the Principal
· When Your Words Must Count
...
· Your Favorite Quote?
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Don't talk about golf if you
don't know which caddy to hit the ball with.
— Al Lampkin, Comedian and Magician
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Key Point
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It may not be true, but let's just say that Steven Spielberg happens to
be an excellent gardener. Even so, which of his opinions would you be more inclined to respect -- those on film
directing or those on horticulture?
When
you speak or write from your strengths, your words inherently have
strength -- a clarity and persuasiveness engendered by your reputation
or confidence. When you speak or write outside your strengths or areas
of recognized expertise, watch out! Two reasons:
- First, speaking
outside your specialty, you may, frankly, make a fool of yourself.
You could misuse terminology. You might have insufficient breadth
of understanding to speak logically on the subject. Remember: your
ignorance is transparent to those who know the subject well.
- Second, even if you
speak correctly but your audience knows you are speaking outside
your specialty, they will be inclined to question the legitimacy
of your assertions.
If
you are not strong in a certain subject, or not recognized as an
authority in the topic, defer and refer to experts. These experts may
be members of your team, leading voices in other departments of your
company, or outside voices of authority. Using experts and expert facts
to support your position secures respect, particularly from the subject
matter experts in your audience.
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Applying the
Principal …
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I once worked for a man who thought too highly of his
marketing knowledge. Rather than trust the marketing professionals he
hired, he often made costly errors in judgment, relying only on his own
limited marketing prowess. He had difficulty gaining the respect of
peers and co-workers -- a problem created as much by his words as by
his actions. One example I still recall: he frequently mangled the term
"viral marketing," which generally refers to
person-to-person, self-perpetuating promotion (like a virus, only
desirable). In meetings, he would speak of "virile" (which
means showing masculine spirit or strength) instead of
"viral" marketing. The mispronunciation illuminated his
ignorance and cost him respect. Unfortunately, the work climate he created
was unstable enough that no one dared to pull him aside to offer
correction. The lesson I learned from this: speak from your strengths
and employ the strengths of others for greater persuasiveness.
Here's an example for practical use; if you are an IT
manager writing to persuade your company that a certain piece of
technology will strengthen competitive advantage in the marketplace,
consider these three tips for adding credence to your words:
- Use statistics about
competitive advantage achieved by other companies when they
employed this technology.
- Insert supportive
quotes and internal stats from the marketing leaders in your
company -- the recognized authorities on the subject of
competition.
- If you can get your
hands on it, use information about direct competitors who are
successfully using this technology.
Even if you are speaking or writing on a subject in which
you are considered an authority, it's still a
good idea to support your assertions with expert opinions and
verifiable facts. Doing so strengthens your position, much like adding
stability in building construction by increasing the frequency of
supporting posts and beams. Each fact or supporting opinion you use
makes it harder for a naysayer to knock it down.
With a team-based approach to expressing yourself, your
words will possess a far greater force. If someone wants to cast doubt
on your assertions, that person must also question the authoritative
opinions and documented facts that undergird your assertions.
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What is Your Favorite Quote?
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Do you have a
favorite quote that has either served you inspirationally in the
workplace or has been a nice bit of spice in speech or in writing? Write and tell us about
it. We may feature your quote in a future issue to inspire others.
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When Your Words Must Count …
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Count on
WriteWorks for world-class writing, editing,
and proofreading. We wordsmith proposals, presentations, white papers,
marketing materials, articles, reports, speeches, manuscripts, help
files, instruction manuals, and more. We ensure that your words
succinctly and effectively bring your message home.
With
our network of top-flight freelance writers and editors, we match your
project with the perfect wordsmith for your project, big or small. Call us today to
discuss your needs and learn how easy — and beneficial! — it is to do business with us.
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Copyright 2002
WriteWorks Inc.
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