The 7 Cs of Communication:

Drs. John Baird and Jim Stull wrote the 7 Cs of Communication, which are widely used today. They aim their advice at written communications. Here I've adapted it for the spoken word.

1.     Clear -  be clear as to your intent; don't make your audience read between the lines, which can lead to confusion and frustration. Be straightforward and fully explain what you mean.

2.     Concise -  less is more. Have you heard of the 80/20 rule? Many folks spend 80 percent of their time explaining things that aren't much value to the audience. So mine the 20 percent of substance and build on it. Don't ramble.

3.     Concrete -  turn your words into pictures.  Use colorful words and images. Lean toward the specific and away from the abstract. You say your product is "better" now? Exactly what does that mean for the customer who will buy and use it?

4.     Correct -  double-check your facts and be careful of plagiarism. If you want to use someone else's quote or material, be sure to attribute it. Also, avoid making sweeping generalities or opinions that have no factual basis. Finally, don't represent your opinions as "facts." That's counterproductive and may turn people off.

5.     Coherent -  connect the dots -  don't make people guess. This goes back to knowing what your audience knows. Don't assume they've read your book, are familiar with your business, or possess advanced business expertise. A key challenge is a mixed audience with a wide band of sophistication. My advice is to start out at a lower level and work your way up.

6.     Complete -  there are all kinds of angles to this one.  Speak in complete thoughts, Don't make your reader guess what they should conclude. Avoid speaking in shorthand and using confusing acronyms.

7.     Courteous -  we do not need to insult others just to make our points. A condescending or arrogant speaker is quickly turned off. An audience is far more likely to warm up to a speaker who is respectful of them. Avoid slang, locker talk, and profanity. It's just not appropriate.

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8.     Connect  -  engage your audience as much as possible. Open your speech or meeting with a show of hands. Ask your audience questions. Invite their questions. Always use eye contact and look for signs of affirmation that folks are listening. If you see eyes wandering or people sneaking out the door, stop and ask the audience what they want to hear about.