Imagery. You want your listener to “see” as well as hear what you’re saying, so choose words that help the audience visualize your message. Frank once heard a flight attendant use this technique to great effect. Rather than read passengers the standard line about staying seated until the aircraft comes to a halt, she said, “If you’d like to avoid the embarrassment of falling down in the aisle, please keep your seat belts fastened until the plane comes to a complete stop.” Everyone could “see” what she said, got a laugh out of it – and most importantly, stayed seated.

Clarity. Use simple, clear language to state your case. Big words and complex sentences don’t impress, they confuse. Frank recalls one telephone company executive whose presentation included this sentence: “Specialized consumers duplicating terminal equipment add to operating costs.” The translation: You’re going to pay more money for your telephone service if non-phone companies duplicate existing equipment. That, says, Frank, he could understand.

Personalization. Use a personal story to illustrate your point and your message will be far more compelling. One AT&T executive’s presentation was a vague, generic discussion about how AT&T cares for its customers and prides itself on its service. Lifeless, until he substituted for those generalities a personal story about his young son accidentally setting a fire in his garage and an AT&T operator who got a fire truck there within minutes.