Get to the Point!

You have to have a point to make a point.

You have to have a point to make a point. The core of communication. Having a clear, well-defined point is the foundation of all effective communication. Many speakers and writers fail because they confuse a point with a topic, theme, or title. A true point is a contention you can propose, argue, defend, illustrate, and prove. It makes clear its value and purpose. Characteristics of a strong point: Can be proposed and defended Demonstrates clear value and purpose Is specific and actionable Addresses the "So what?" question Examples of weak vs. strong points: Weak: "The American Revolution" Strong: "The American Revolution gave our country an enduring democratic identity" Weak: "Income inequality" Strong: "Income inequality is America's biggest domestic challenge"

A point is a contention you can propose, argue, defend, illustrate, and prove. The "I Believe That" Test. A strong point should fit seamlessly into the phrase "I believe that..." forming a complete sentence. This simple test helps distinguish between true points and mere topics or themes. The "So What" Test. After passing the "I Believe That" test, ask yourself, "So what?" This ensures your point is substantive and not just a truism. A good point should have a reasonable counterpoint and be defendable for more than a minute. Enhancing your point: Avoid split ends (multiple points in one) Add a value proposition (the greatest impact your idea will effect) Use specific, meaningful adjectives instead of generic ones (e.g., "profitable" instead of "great") The "Why" Test: Ask yourself "Why?" to eliminate meaningless adjectives and connect your point directly to its impact or importance.

Good ideas, in the form of points, deserve to be sold, not just shared. Beyond information sharing. Many speakers deliver "book reports" – simply describing who, what, where, and sometimes how and why. This approach fails to convey the speaker's stake in the subject, its relevance to the audience, or its potential impact. Selling language. Use these point-forcing power phrases to ensure you're selling, not just sharing: "I propose..." "I recommend..." "I suggest..." These phrases force the creation of a true point and typically include a value proposition. People who use these power phrases are often seen as leaders and eventually become them. Impact vs. information: Compare these approaches: Sharing: "This book represents our mission perfectly—it tells detailed stories of these brave women..." Selling: "This book will expose our mission to key audiences and donors, helping us raise funds that will assist more families in peril."

Consider the same precautions with your point's impact on your audience. Know your audience's wants. Different settings and situations call for different approaches. Audience wants may include: Information Insight News or updates…