Brief: Make a Bigger Impact by Saying Less

( 4 )

Overview

Most day-to-day communications are unfocused and unclear.That’s an inexcusable waste of everyone’s time andresources. Brief isn’t a nicety, it’s anecessity. In a world where we are inundated with information andhighly inattentive, we have very small windows of time to make animpact with no margin for error. The problem is most peopledon’t have the know-how or verbal discipline to do theupfront groundwork and get to the point. As a result, they wasteprecious opportunities with decision-makers, and get ...

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Overview

Most day-to-day communications are unfocused and unclear.That’s an inexcusable waste of everyone’s time andresources. Brief isn’t a nicety, it’s anecessity. In a world where we are inundated with information andhighly inattentive, we have very small windows of time to make animpact with no margin for error. The problem is most peopledon’t have the know-how or verbal discipline to do theupfront groundwork and get to the point. As a result, they wasteprecious opportunities with decision-makers, and get too“comfortable” and verbally sloppy with co-workers andlong-time clients. Brief is a step-by-step approach togetting to the point quickly and ensuring that your message isdelivered with maximum impact.

With real-world case studies and illustrative examples ofmessaging successes – and failures – author and seniormarketing executive Joseph McCormack provides an easy-to-followframework for communicating more effectively and efficiently.McCormack breaks down how to become a master of high-impact brevitywith his four proven approaches:

  • Map It – BRIEF Maps to condense and trim volumesof information
  • Tell It – Narrative storytelling to explain in away that’s clear, concise, and compelling
  • Talk It – TALC Tracks that turn monologues intocontrolled conversations
  • Show It – Visuals that attract attention andcapture imagination

Brief walks you through the more intense and complexprocess of distilling all of your information into the mosteffective message possible, regardless of length. You’lllearn to trim your ideas for your intended audience and tocommunicate in the most appropriate timeframe for each situation.As attention spans get shorter and decision-makers have less timeto absorb your ideas and presentations, it is imperative that youcraft your message carefully, the first time, and tailor itspecifically to your target.

Written for business executives, sales and marketingprofessionals, entrepreneurs, and anyone who aspires to be a leancommunicator, Brief: Make a Bigger Impact by Saying Lessprovides the tools you’ll need to be tight and get itright.

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What People Are Saying

From the Publisher
I get several hundred emails per day. I wish people would justask for what they want in the first sentence. I don't need to knowtheir whole life history to make a decision. Getting people to bebrief would save everyone a lot of time.
— Guy Kawasaki, author, publisher and entrepreneur

You could write a book about trying to get people to pay closerattention and stop getting distracted and interrupted, or you couldhelp people be succinct. Joe has chosen the better path.
— John Challenger, CEO Challenger, Gray and Christmas

"We are entering an age of infobesity. Brief is your new weaponto cut through the clutter and stand out."
— Sam Horn, author of POP! and Eyebrow Test

As a military leader, telling a story that's clear and concisehelped me to thrive in a sometimes hostile media environmentoverseas. I’m convinced that following Joe’s counseland insights has made me a more effective and efficientleader.
— Lieutenant General William B. Caldwell, IV (ret.)

Brevity requires discipline, confidence, and preparation, butyou will stand out, and your people, including potential clients,will love you for it. Use McCormack’s practical advice — theresults will astound you!
— Marshall Goldsmith author of the New York Times andglobal bestseller What Got You Here Won’t Get YouThere.

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Product Details

  • ISBN-13: 9781118704967
  • Publisher: Wiley
  • Publication date: 2/17/2014
  • Edition number: 1
  • Pages: 256
  • Sales rank: 105,125
  • Product dimensions: 8.10 (w) x 12.10 (h) x 1.40 (d)

Meet the Author

JOSEPH McCORMACK is the founder and CEO of SheffieldMarketing Partners. Sheffield specializes in message and narrativedevelopment, and also provides video production and marketingcommunications services to help package stories to suit the rightaudiences. Joe has more than 20 years of experience as a seniormarketing executive helping companies develop strategiccommunications that make them stand apart in a challengingmarketplace.

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Table of Contents

Foreword xiii

Acknowledgments xv

Preface xvii

Part ONE
AWARENESS: HEIGHTENED AWARENESS IN A WORLD BEGGING FOR BRIEF1

1 Why Brevity Is Vital 3

2 Mindful of Mind-filled-ness 13

3 Why You Struggle with Brevity:The Seven Capital Sins 27

4 The Big Bang of Brevity 35

Part TWO
DISCIPLINE: HOW TO GAIN DISCIPLINE TO BE CLEAR AND CONCISE41

5 Mental Muscle Memory to Master Brevity 43

6 Map It: From Mind Mapping to BRIEF Maps 45

7 Tell It: The Role of Narratives 59

8 Talk It: Controlled Conversations and TALC Tracks 81

9 Show It: PowerfulWays to Make a Picture Exceed a ThousandWords91

10 Putting Brevity toWork: Grainger and the Al and Betty Story105

Part THREE
DECISIVENESS: GAINING THE DECISIVENESS TO KNOW WHEN AND WHERE TOBE BRIEF 111

11 Meeting You Halfway 113

12 Leaving a Smaller Digital Imprint 123

13 Presenting a Briefer Case 133

14 Trimming Your Sales (Pitch) 143

15 Whose Bright IdeaWas That Anyway? 153

16 It’s Never Really Small Talk 165

17 HelpWanted: Master of Brevity 173

18 I’ve Got Some Good News 183

19 And the Bad News Is… 189

20 Got-a-Minute Updates 197

Part FOUR
BEING BRIEF SUMMARY AND ACTION PLAN 207

Resources 219

Notes 221

About the Author 225

Index 227

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Customer Reviews

Average Rating 5
( 4 )
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Sort by: Showing all of 4 Customer Reviews
  • Anonymous

    Posted February 21, 2014

    Brief is a must read for anyone who wants to be heard! McCormack

    Brief is a must read for anyone who wants to be heard! McCormack puts common sense back into communication by helping the reader clean up conversations and master their message by being disciplined, respectful of their audience and well prepared.
    This book is engaging, easy to read and to the point.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted February 18, 2014

    I'm a huge fan of BRIEF. The book is laid out in the perfect fo

    I'm a huge fan of BRIEF. The book is laid out in the perfect format. Each short chapter provides well thought out, concise concepts that can be applied immediately upon reading just one chapter. If you only have a couple minutes a day to read you'll still walk away with a nugget of info that will change the way you communicate for the better. This is a must have book for the person that wants to take their communication skills to the next level.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted February 15, 2014

    BRIEF is the best biz book I've EVER read. I'm buying copies for

    BRIEF is the best biz book I've EVER read. I'm buying copies for a dozen friends, especially the extroverts who love to talk, but have trouble getting to the point. And I'll send some to engineers who think every slide needs 10 bullets.

    The book's quick tips provide concrete ideas to implement right away. I improved my conversations at networking events and gave my proposal a complete visual overhaul. I can't wait to start a conversation--instead of scrolling through a presentation--at my next client summary meeting.

    BRIEF blew me away. Knowledge = Power, but wordiness makes you weak.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted March 17, 2014

    If you think you are a good communicator you may be right. But y

    If you think you are a good communicator you may be right. But you need to be great to succeed. BRIEF will show you how. Before recommending this book to that family member or co-worker who struggles with getting to the point, read it for yourself first. You will notice a difference in where you need help immediately. 

    Was this review helpful? Yes  No   Report this review
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