On a bet from editor Bennett Cerf, Theodor Seuss Geisel, better known as Dr Seuss, was challenged to write a book using just 50 words.  Not one to shy away from a challenge Dr Seuss used exactly 50 – not more not less.  In that master stroke Dr Seuss won the $50 bet, which Cerf never paid, and the book Green Eggs and Ham went on to become one of the most acclaimed children’s books of all time.

The 50 words, by the way, are: a, am, and, anywhere, are, be, boat, box, car, could, dark, do, eat, eggs, fox, goat, good, green, ham, here, house, I, if, in, let, like, may, me, mouse, not, on, or, rain, Sam, say, see, so, thank, that, the, them, there, they, train, tree, try, will, with, would, you.

But what has Green Eggs and Ham got to do with influence?

Marcus Tullius Cicero, philosopher and statesman said,

“If I had more time, I would have written a shorter letter.”

Often we sit down and type an email because it’s faster.  But is it really?

We type, edit, reedit and often times it becomes a work of art.  One you are proud of, confident you have covered all of the necessary points.  But it doesn’t have the impact you had hoped.  Why not?  Are the recipients daft!  Can’t they see how well crafted this email is.  The blood sweat and tears you have poured into it, just to make it perfect.

Or you take weeks creating the perfect presentation for a pitch, briefing or proposal.  You focus on the technical aspects, provide the best graphics and on presentation day – it falls flat!  WHAT?????

In short, you are over cooking it.

Too often we forget to ask ourselves the most important question first.

Who is my target of influence?  

Then we need to ask

What do they know?

What don’t they know?

What do they need to know?

So coming back to Dr Seuss.  Writing simply is not as easy as it sounds but the impact is dramatic when done well.

The same can be said for presentations.

Focus on the target of influence and remember it is the small things that can make a big difference.

Ask questions and listen to the answers.  Align your presentation to the commitments the target of influence has previously made.  Show them what people like them are doing.  Show them you have shared goals with them and want to cooperate because you like them.  Give the gift of your knowledge and expertise but don’t over do it; the gift of listening and being truly present may just be the critical difference.  Don’t beg and show them what they stand to lose especially if they do nothing.

In short; keep it simple but focused.  Choose the appropriate method of delivery and keep it simple.

Dr Seuss only used 50 words and yes Sam-I-am got his unnamed co-star to try green eggs and ham but it is not a simple text to read.

Sometimes the best email is a phone call, the best presentation is a conversation, the best persuasive text is not more than a couple of well thought out and well delivered lines.

I am often guilty of overcooking it and one line that I remember and practice daily is

“Get it down and then get it great”

This line is not mine.  It belongs to Paul Jones, copywriter and Persuasive Writing guru at Magneto Communications.  Paul runs a number of Persuasive Writing courses and would encourage you to look him up.

If you have some examples of where you have overcooked it don’t be scared to share and let me know what you have learned as a result.

Any yes I could have summarized this entire post by saying “Keep it Simple” but that is not something Dr Seuss would say now is it!

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