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Ira Koretsky

Ira Koretsky

Ira Koretsky is the president of The Chief Storyteller®, a boutique marketing and sales consulting firm. He has delighted audiences around the world helping them achieve better business outcomes and accelerate their revenue with highly effective written, spoken, and social media communications. With over 25 years of experience, he is a sought-after global speaker, columnist, consultant, and executive coach. Twitter @chiefstorytellr   youtube.com/user/IraKoretskySpeaker

Website URL: http://www.TheChiefStoryteller.com E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

In honor of Dr. King and celebration of his holiday, here is one of our favorite quotes.

"In the end, we will remember not the words of our enemies, but the silence of our friends."

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reduce jargon complexity engage audiencePolish-born British novelist, Joseph Conrad said, “He who wants to persuade should put his trust not in the right argument, in the right word.”

Words are power. They stir emotions. They cause people to make choices. That’s exactly what you want to do—get your target audiences to act.

Magazines and newspapers write between the 8th and 10th grade levels. Why so simple? To ensure EVERYONE understands the message and content, as quickly as possible.

Reducing jargon and sentence/word complexity are key to enhancing engagement with your stakeholders.

Here are some suggestions to increase your messaging impact:
- Reduce jargon and acronyms
- Use shorter words
- Keep your sentences short. Keep them to a maximum of 15 words
- Use the free Readability Tools included with Microsoft Word®. Target 50 and above for the Flesch Reading Ease and target 10th grade or lower for the Flesch-Kincaid Grade Level
- Ask the opinions of people outside your organization and industry. Do they REALLY understand your messages? And appreciate them?
- Rewrite, rewrite, rewrite. Edit ruthlessly

Experiences are enduring. Experiences are shared by people in writing, in social media, in person, in email, etc. How do your audiences respond and share your messages?

marketing communications double check qa

Thom came to us as a successful 30-something ready for his next sales managerial role. After the meeting, he was pumped. He had all these great ideas to transform his ho-hum cover letter, resume, LinkedIn, etc. into exciting, tell me more experiences, stories, and bullets.

In fact, he was so excited and enthusiastic he wanted to send out the next version of his resume the very next day. We were scheduled to meet next week to review his updated materials after he spends time revising and obtaining feedback from his network and mentors.

After suggesting he send his resume to us for a quick review, he politely declined. We politely insisted. We knew he didn’t get anyone else’s feedback and certainly no one else did a quality check (e.g., spelling, grammar, format, white space, word choice, dashes consistency, etc.).

Thom emailed it. Among several things (see quality check items), this is what he had under his current position.

- Developed and executed the sales department. Supported a multi-national team of 12 sales professionals across five technical product lines.

We are embarrassed (a little) that we laughed loudly. After a quick telephone call to point out Thom’s mistake, he just didn’t see it. “What was wrong with what I wrote?” We had him delete the second sentence and just look at “Developed and executed the sales department.” He laughed. He asked that we not turn him into the police for murder (smile). Now he was convinced NOT to send it out until he obtained more feedback and at least two people helped with a quality review and we looked at it as well.

Whether it is brand new content on your website, a new YouTube video, a revised brochure, an updated LinkedIn® profile, and certainly your resume, please, please have some "outsiders" review the item. While a mistake isn't going to land you in jail, it may cost you a prospect? a client? or that job opportunity?

storytelling limit goals

Want a good way of creating drama and adding suspense in your stories? Set near-impossible goals.

As an example, imagine you are watching an Indiana Jones movie. The rock wall falls away and Indiana has just seconds to jump. Everyone in the theatre is watching with rapt attention. Indy’s goal? To escape? And if you were in the audience, it would seem impossible and all hope would be lost? Right?

You too can heighten the emotional aspect of your story by adding organization limit goals or personal limit goals. Here are two quick examples of points to tell in a story.

Organization Limits
- My boss gave me an ultimatum. When the calendar shows May 31, software development must stop. Get it done, do it right, and do it within a ridiculously meager budget.
- If it wasn’t done, we would lose one of our biggest clients and most importantly, our jobs. I could feel the sweat trickling down my back.

Personal Limits
- Midway into my week-long hike up the mountain, I realized I was in over my head. The expected moderate difficulty hike to the top was everything OTHER than expected. I was not prepared for the drop in temperature. My gear was inadequate. I was dehydrated, I was hungry, and I was afraid.
- Mentally, I was giving up. Nothing, and I mean nothing, I could think of was working. I hadn’t slept for two days. I didn’t know what to do.

Monday, December 14, 2015

Tweet with the End Result in Mind

tweet with end result in mind

Think about the actions you are trying to inspire among your followers before you send your next tweet. Give potential followers convincing reasons to “follow” you.

Send Tweets to:
- Share information
- Challenge trends and conventional thinking
- Entertain and make them laugh
- Help them bond with others
- Connect them to other like-minded individuals (remember Twitter is a community of communities)

Match the type of tweet to the preferences of your audience and your goals. Are these actions consistent with the results you are expecting? Social media rewards those who share the right information with their audience.

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