Hablar con mensajes clave: la receta para que te entiendan y te recuerden

 

[Si quien te escucha no es capaz de repetirlo,
lo que has dicho no ha servido para nada.]

 

Habla «dando titulares». Para que te escuchen, te entiendan y te recuerden, es un método infalible. Olvídate de la estructura planteamiento, nudo y desenlace, eso es sólo para los cuentos. En la vida real, basa tus exposiciones en mensajes clave. Practica el spoiler.

Cuando nos hacen una pregunta, por ejemplo, sobre un proyecto en el que estamos trabajando, la tendencia natural es dar contexto, luego explicamos el proceso de cómo lo estamos desarrollando y, al final, llegamos al para qué sirve, es decir, el beneficio. ¿Problema? Cuando llegas al final, que es lo que me importa a mí que soy quien te escucha, he desconectado; me has soltado tantos detalles que voy a ser incapaz de recordarlos y, por extensión, incapaz de repetirlos.

Para emocionar, para persuadir, para vender, para reuniones de 5 minutos o presentaciones de 1 hora, deja claro lo importante, porque eso es lo que la gente debe recordar. Lo demás es secundario. Antes de hablar, define tus mensajes clave. Éxito asegurado y es sólo cuestión de práctica. Os recomiendo usarlo en el trabajo… y en la vida. La precisión es un bonito reto.

 

Receta para hablar con mensajes clave:


INTRO (para generar conexión emocional o llamada de atención, nunca para contar tu vida. Ver P.D. 1)

MENSAJE 1: TITULAR
Desarrolla el mensaje.
Cierra la idea repitiendo el titular.

MENSAJE 2: TITULAR
Desarrolla el mensaje.
Cierra la idea repitiendo el titular.

MENSAJE 3: TITULAR
Desarrolla el mensaje.
Cierra la idea repitiendo el titular.

CIERRE: REPITE MENSAJE 1
Cierra tu exposición con la misma idea con la que empezaste.


 

Busca un titular, porque es lo que llama la atención. Cuando lees el periódico, el titular es la frase que recuerdas o que hace que sigas leyendo. Es donde se extrae lo más importante, donde dices lo que quieres que recuerde el de enfrente.

Desarrolla el mensaje, donde vas a argumentar por qué lo que acabas de decir es así. Es lo que en Periodismo se llama el cuerpo de la noticia y es también donde, te lo adelanto, ¡vas a perder a parte de la audiencia! Mientras das tu explicación, habrá quien mire el móvil, quien repase mentalmente la lista de la compra o quien, sencillamente, no tenga los conocimientos técnicos para seguirte del todo. No pasa nada, sé consciente y soluciónalo con el siguiente paso.

Cierra la idea repitiendo el titular. El que se haya perdido por el camino, habrá escuchado dos veces la idea principal, por lo tanto es la que va a retener. Y eso es una victoria.

 

El desenlace no puede ir al final

La estructura natural -porque así nos la han enseñado (una pena que nos sigan educando tan mal)- de planteamiento, nudo y desenlace juega en tu contra. Y ahora estás pensando en la técnica del storytelling; te lo compro y lo hablaremos en otro artículo, pero es una excepción que no tiene que ver con lo que estamos hablando aquí ahora.

Empezar por el contexto y contar los procesos hasta llegar a lo mollar… en serio, quítate ese lastre. Porque cuando llegas al desenlace has perdido a gran parte de quien te escucha, que sólo sigue ahí por la convención social de aparentar que escuchamos. Y porque, si me aburres por el camino dándome contexto, acéptalo: el valor de tu palabra se devalúa.

Así que, recuerda: dame titulares que pueda recordar y hazlo desde el principio de tu exposición.

 

¿Quieres ver un ejemplo?

LEER «CASO PRÁCTICO: CÓMO HABLAR EN MENSAJES CLAVE»

 


P.D. 1: En la intro no hables de ti. No le importas a nadie, sólo a tu madre y ella no está en la sala. Lanza una pregunta para enganchar, agradece el largo viaje a la gente que ha venido de fuera… lo que sea, pero habla de quien te escucha, no de ti. Y no necesitas más de 20 segundos.

P.D. 2: En esta casa, sólo y guión llevan tilde. Lo siento, RAE. No nos moverán.

 

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