In studying the highest levels of leadership, impact, and influence, several common aspects of effective communication become clear, especially on the 10th anniversary of Ronald Reagan’s passing June 5. But even 10 years later and 25 years after his presidency, he is still known as the “Great Communicator,” says Dan Quiggle, author of Lead Like Reagan: Strategies to Motivate, Communicate, and Inspire (Wiley, June 2014).
“Time and time again, Ronald Reagan not only spoke words with resonant meaning and impact, but prompted action from the American people—and the world. … If you truly want to communicate like the ‘Great Communicator,’ you need to challenge yourself to embrace communication excellence,” he maintains.
Quiggle offers these 15 essential Reaganesque tips to use to increase your communication success:
1. Significance. Realize the significance, power, and the importance of clear, concise communication and the effect it can have on others and on the fulfillment—or the failure—of your vision.
2. Substance. Have substance—something meaningful and important to say. There are many leaders today who talk more and more and yet say less and less. Know what you want to say before you start talking. Plan your communication with great intention.
3. Sincerity. Communicate with honesty and authenticity—with sincerity. The more sincere your message is, the more impact it will have on others. As such, you need to choose your vision carefully and make sure it is one that you wholeheartedly embrace and can communicate genuinely.
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4. Sell it. Believe in your vision and in your message. You need to have more enthusiasm for your vision than you expect others to have. Your passion and energy, or lack thereof, will be evident to your listeners.
5. Say it. Tell your listeners what you are going to tell them, then tell it to them, then tell them what you told them. Make sure they leave knowing exactly what you want them to know and remember.
6. Say it again and again. Constantly refer to your vision. Have a consistency in your message every time you communicate. Make it clear to others what you stand for, what you believe in, and what your vision is. Repeat it. Retell it. Restate it. Repeat it.
7. Symbolize it. Personify your vision and symbolize it. When you think of Ronald Reagan, you think of freedom. Make sure those around you know exactly what your vision is—and then personify it with consistency.
8. Stance. Be aware of your stance: 55 percent of face-to-face communication comes from body language, 38 percent comes from tone of voice, and only 7 percent of communication actually comes from the words used. Your nonverbal cues speak much more loudly than your words, so learn to control and manage your body language and facial expressions, making sure they match your spoken message.
9. Specialize. Even though you may be articulating your vision over and over again, it will be more meaningful and memorable if the message is customized for those hearing it—specialize. You should talk to people, not over their heads or beneath them. Talk to them, specifically.
10. Study. Be prepared, study, be informed and well read, and have compelling, convincing arguments supporting your vision. You should know more about your subject matter, your industry, your plan, and your vision than anyone else. Research related topics and fields so that you have an expansive base of knowledge. Gather relevant facts and information and develop creative ways to share them.
Dan Quiggle, author of Lead Like Reagan, is the founder of The Quiggle Group, president and CEO of America’s Choice Title Company, and dean of faculty for the Leadership Institute in Washington, D.C.
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In tomorrow’s Advisor, we’ll get the last 5 communication tips from President Reagan, plus we’ll explore a dynamic online training resource full of ready-to-use interactive courses on key leadership issues.