Page 69 - The New Articulate Executive_ Look, Act and Sound Like a Leader

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THE STRONG FINISH

R STANDS FOR RETENTION

What do you want your audience to do? Retention for our purposes
means strong ending. It is as necessary to have a strong ending as it
is to have a strong beginning. After all, this is the last thing you will
be saying, so it only makes sense to make the last thing memorable.
Don’t forget that you want your audience not only to remember
what you said but to actually go do what you want them to do. So

your takeaway has got to be worth taking away. But first, I want to
help you avoid a common trap: when you wrap it up, try never to say,
“In conclusion . . .” or “In summary . . .” or “To conclude . . .” or “To
summarize . . .”
Why? Because if you do, your language sends a signal that you
are making a presentation, not having a conversation (you will hear
more about this later). Of course, you are in fact making a presenta-
tion. But you should do everything in your power to create the illu-
sion that you are having a conversation.
Can you see yourself in a bar saying to your buddy, “In conclu-

sion . . .” or at home in the kitchen with your significant other saying,
“So dear, in summary . . .”? Probably not.

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