Recession Strategy 101: Concrete Talking Points

There is a depth to your message as an expert which no one else on this planet offers. That’s because you are delivering it through your lens of awareness – in your voice. The media is attracted to that which galvanizes and educates at the same time. It craves experts who can quickly articulate a laser-sharp message with ease -  to address current events which impact your local community and the world. Deliberate talking points will be heard above the rest no matter what kind of work you do, and may also help you stand out above the rest in the workplace in tough economic times.

A good expert is engaging, exudes confidence, and commands attention. When you clearly articulate your message as a leader in your field, you can catch the attention of your colleagues, your superiors and those with whom you do business.   

We all want to share our message infused with meaning, passion and purpose. But delivering your distinct vision in a succinct way is an art form that warrants careful consideration and planning. Creating what the media refers to as “talking points,” might clear a path toward more credibility in your field of expertise, new clients, limitless media opportunities and perhaps keep you on the frontburner in the mind of your boss. Producing “talking points” is not an overnight process, but here are a few pointers to get you started:

1. Ask yourself, “Who am I, and what is the unique message I have to offer?” Your personal brand and/or identity is your calling card. If you are a therapist – what is your specialty? What education, experience, background makes you uniquely qualified to comment as an expert in your field? Is your message different from others in your niche?
2. Who is your audience? If your specialty is indoor air quality – who needs to hear your message? Perhaps learning institutions, large corporations, parents with children suffering with allergies. Cull anecdotes from your client work. Know the latest trends, statistical information and studies associated with your field.
3. Write down the top ten points most important to you. Have a discussion with a friend (not another expert) about these ten items. Ask them to share the top three points that would make them want to hear more about your topic.
4. Choose talking points that you can associate with a visual image. Descriptive language which creates a picture is more interesting to listen to, than random facts.
5. Be open to using your personal story as a talking point. I know a man who decided to go to massage school after years of unrelenting back pain. He had tried all other approaches including surgery and finally realized that certain massage techniques helped him alleviate the pain. He uses his story to help and teach others. Why have you chosen your line of work and why are you passionate about it?
6. Look out for storylines related to your field that the media harps on. Often, you’ll see the same story in a different version continuously popping up in your community or on a national level. Keep up-to-date on current affairs in your niche. Begin to develop your own talking points or comments on these issues.
7. Be aware of the needs of the media. While TV and radio call for quick sound bites, if you are being interviewed for a blog or magazine, you might have more of an opportunity to get your message across. You should have tighter talking points for broadcast media.