Dear blog readers – I’ve been asked to write an article for Texas Dental Association Journal and I’m posting it here as well. While the article’s examples are dental related, the info will be just as helpful to you. Enjoy!

You use duct tape from time to time. It’s sticky, reliable and does the trick.

Using duct tape as our analogy, I want you to communicate more like duct tape. Namely, get stickier with your case presentations. And while we’re at it, get stickier at your team huddles, your dental study clubs, and your board reports if you’re active in your local dental society and/or with the Texas Dental Association.

I guarantee you’ll have more fun delivering your messages with a higher chance that your listeners (patients, team, peers and maybe even your teenage kids!) will retain more of what you’ve said.

Context ➜

You are a “sieve head”. Yes, you read correctly. You and everyone you talk to is wearing a metaphorical sieve on their heads. This kitchen utensil, very helpful when making pasta and draining the hot water from your cooked noodles, has holes. Lots of water goes through those holes.

This same “sieve” process happens when you communicate. Think of the 24/7 buffet of information that hits you these days. You probably hear most of the info, but 75% lands in the sink, just like cooked pasta water. This is unacceptable!

Umm…. How often do your patients ask your chair side assistant once you’ve left to check hygiene, “What did the Doctor say?”! (just sayin…)

We are in the midst of an Attention Crisis! Let’s talk about how to keep 75% IN the sieve and only lose 25% of your content.

3 predicable ways to have stickier content ➜

✅  Use the Magic Power of Three Rule

My favorite number is three. If you want your patients and team to retain what you’re saying – divide your thoughts into three categories, reasons, or points. You can use the Magic Power of Three on email too.

Give each section a SHORT label and number your categories/reasons. Then discuss each of your three main points.

Example: “ There are 3 aspects to your case plan – #1 time involved, #2 our outcome, and #3 the process. Let’s start with talking about time – how long with this take to accomplish…”.

Another example about addressing obstacles your patients want you to address – “Patient, you’re probably concerned about time, pain and money. Let’s discuss these 3 concerns now. First, time…”.

✅  Think “Less is More”

A study was done at a Jam Tasting. OK – you’ve never been to a Jam Tasting so just image this study as a Wine Tasting, it’s sexier anyway. In this study one table had 6 bottles of wine. The other table had 24. Rounding the numbers, sixty per cent of the people went to the table with 24 bottles. Forty per cent went to the table with only 6 bottles. More people gravitated to where there were more choices. BUT WHEN IT CAME TO PURCHASING THE WINE – only 3% bought from the table of 24 bottles. A whopping 30% bought from the table with ONLY 6 bottles. Less options – more sales.

Too many options create a paradox of choice. A confused listener tunes out. A confused buyer says, “NO.”

You talk too much! So do I. The more we talk the less “sticky” we get. Embrace your inner editor by asking yourself, “So what? Who cares? Is anyone interested besides me?”

How cluttered is your space where you’re doing your case presentation? Are you showing too many models? Too many before/after photos? Too many diplomas?! Too many options?

✅ Use “Velcro”

Velcro consists of two pieces of cloth, one with loops and the other with hooks, that attach to each other. I use Velcro as an analogy for a way to communicate with even more listener retention.

Let’s use the Superbowl for our Velcro example. There are always two main sports commentators per game. Several times recently the Superbowl announcers have been Jim Nance and Tony Romo (that cute guy with the dimples who was once the Dallas Cowboys quarterback… but I digress here!). Jim Nance describes the “play-by-play” aka the data. Tony Romo provides “color commentary” aka the “Velcro” – background stats, interesting factoids, stories about the athletes, the stadium, the history of the teams, on and on. TOGETHER these two announcers form one memorable voice.

The great news for you: use this method to communicate like duct tape. You, too, will be more memorable.

The challenging news for you: You have to be both Jim (convey your data) and Tony (add your “Velcro” examples, visuals, understandable stats, stories, analogies and humor.)

In this article (and congrats if you’ve gotten this far!) I’ve used Velcro throughout from “duct tape” to the Jam Study to the sports announcers.

In your practices, you get involved – and rightfully so – with your facts and figures. But if you only do that half of the puzzle you will not be sticky. Please add in the creative support material.

Next steps for you ➜

1. Have clarity by using the Magic Power of Three.
2. Be concise by adopting a Less is More philosophy.
3. Communicate with creativity by adding Velcro.

A compelling case presentation, team huddle, conversation or even a dinner table exchange is never just about the data.

PS: I’m looking forward to speaking (for the fourth time 😎) at TDA’s Texas Meeting in May!

© 2024 Karen Cortell Reisman, Speak For Yourself® CEO. All rights reserved.