[Brief]: Make a Bigger Impact by Saying Less

  • 2h 24m
  • Joseph McCormack
  • John Wiley & Sons (US)
  • 2014

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, which stands for Background, Relevance, Information, Ending, and Follow up, 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.

  • Details the B.R.I.E.F. approach to distilling your message into a brief presentation
  • Written by the founder and CEO of Sheffield Marketing Partners, which specializes in message and narrative development, who is also a recognized expert in Narrative Mapping, a technique that helps clients achieve a clearer and more concise message

Long story short: BRIEF will help you gain the muscle you need to eliminate wasteful words and stand out from the rest. Be better. Be brief.

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.

In this Book

  • Foreword
  • Why Brevity is Vital
  • Mindful of Mind-Filled-Ness
  • Why You Struggle with Brevity—The Seven Capital Sins
  • The Big Bang of Brevity
  • Mental Muscle Memory to Master Brevity
  • Map It—From Mind Mapping to BRIEF Maps
  • Tell It—The Role of Narratives
  • Talk It—Controlled Conversations and TALC Tracks
  • Show It—Powerful Ways to Make a Picture Exceed a Thousand Words
  • Putting Brevity to Work—Grainger and the Al and Betty Story
  • Meeting You Halfway
  • Leaving a Smaller Digital Imprint
  • Presenting a Briefer Case
  • Trimming Your Sales (Pitch)
  • Whose Bright Idea Was That Anyway?
  • It's Never Really Small Talk
  • Help Wanted—Master of Brevity
  • I've Got Some Good News
  • And the Bad News Is…
  • Got-a-Minute Updates
  • Resources
  • Notes