Importance of testing spoken communication

 The instructor emphasizes the importance of testing spoken communication just as one would review and test written communication before sending it out. The key points include:

Analogy with Written Communication:

• Drawing a parallel with written communication, the instructor suggests that just as one wouldn't send out an important memo without checks, the same diligence should be applied to spoken communication.

Testing Spoken Communication:

• Advocates for testing spoken communication, especially in scenarios like important presentations to clients or prospects.
• Proposes getting colleagues or others to listen to the presentation and asking them what they remember rather than what they think.

Focusing on Memorability:

• Emphasizes the importance of making ideas and slides memorable.
• If the test audience doesn't remember important points or slides, it signals a need for improvement rather than blaming the test group.

Confidence through Evidence:

• Stresses that confidence for the actual presentation comes not from generic encouragement but from the evidence that the tested communication has been effective.
• The goal is to have assurance in the effectiveness of the presentation by ensuring the audience understands and remembers the key messages.

Ultimate Importance:

• The primary emphasis is on ensuring that the communication works effectively rather than merely feeling good or envisioning positive reactions.

Final Lesson: Testing spoken communication with a small audience provides concrete evidence of its effectiveness, boosting confidence and ensuring that the final presentation will effectively convey key messages and be memorable to the audience.