Overview
Get heard by being clear and concise. The only way to survive in business today is to be a lean communicator. Busy executives expect you to respect and manage their time more effectively than ever. You need to do the groundwork to make your message tight and to the point.
The average professional receives 304 emails per week and checks their smartphones 36 times an hour and 38 hours a week. This inattention has spread to every part of life. The average attention span has shrunk from 12 seconds in 2000 to eight in 2012. So, throw them a lifeline and be brief.
Author Joe McCormack tackles the challenges of inattention, interruptions, and impatience that every professional faces. His proven B.R.I.E.F. approach helps simplify and clarify complex communication. BRIEF will help you summarize lengthy information, tell a short story, harness the power of infographics and videos, and turn monologue presentations into controlled conversations.
Key Principles: The B.R.I.E.F. Approach
The book details the B.R.I.E.F. approach to distilling your message into a brief presentation. This framework helps in communicating more effectively and efficiently:
- Map It: B.R.I.E.F. Maps to condense and trim volumes of information.
- Tell It: Narrative storytelling to explain in a way that's clear, concise, and compelling.
- Talk It: T.A.L.C. Tracks that turn monologues into controlled conversations.
- Show It: Visuals that attract attention and capture imagination.
This approach walks you through the intense and complex process of distilling all your information into the most effective message possible, regardless of length. You'll learn to trim your ideas for your intended audience and to communicate in the most appropriate timeframe for each situation.
Practical Application
In a world inundated with information and high inattention, there are small windows of time to make an impact with no margin for error. This book provides the know-how and verbal discipline to do the upfront groundwork and get to the point. It helps avoid wasting precious opportunities with decision-makers and becoming verbally sloppy with co-workers and long-time clients.
As attention spans get shorter and decision-makers have less time to absorb ideas and presentations, it is imperative to craft your message carefully, the first time, and tailor it specifically to your target. This book provides the tools needed to be tight and get it right.
About the Author
Joseph McCormack is the founder and CEO of Sheffield Marketing Partners. Sheffield specializes in message and narrative development, and also provides video production and marketing communications services to help package stories to suit the right audiences. Joe has more than 20 years of experience as a senior marketing executive helping companies develop strategic communications that make them stand apart in a challenging marketplace.
Product Specifications
| Specification | Detail |
|---|---|
| Publisher | Wiley |
| Publication Date | February 10, 2014 |
| Edition | 1st |
| Language | English |
| Print Length | 256 pages |
| ISBN-10 | 1118704967 |
| ISBN-13 | 978-1118704967 |
| Item Weight | 1.04 pounds |
| Dimensions | 6.2 x 1 x 9.2 inches |
Media Gallery
Product Images
Official Product Video
This video provides an overview of the book "Brief: Make a Bigger Impact by Saying Less" by Joseph McCormack, highlighting the importance of brevity in communication and introducing the author's perspective on the topic.
