Tony, who works at a startup, was having trouble explaining their new product, a wristband that identifies and counts bacteria in blood. He started his description with phrases like “miniature X-ray sensor scans autoinducers…” It was soon clear he needed a more accessible way to talk about the product, especially since he was presenting to investors who weren’t biologists.
Sometimes, the most direct explanation isn’t the best. People often understand new ideas better through comparison, stories, or even questions. Let’s look at some techniques:
1. Use Comparison
Associating something to what people already know helps them understand new ideas. Think of it like building a bridge between what’s old and what’s new.
Tony learned this and came back with a great simile: “Imagine driving down a highway with a camera that reads license plates. You instantly know how many Fords, Toyotas, or BMWs are on the road. Our wristband does the same, but instead of cars, it uses X-rays to identify and count bacteria in blood.”
📝 Apply”like” or “as” for comparison. For example: “Our customer service is like having a personal assistant” or “This new software is as easy to use as your smartphone.”
2. Ask Questions
Questions are a great way to introduce ideas because they allow the listener to discover the information step-by-step. It’s like guiding them to the answer.
Imagine a teacher explaining the difference between “older” and “younger”:
Teacher: “Does anyone have brothers or sisters?”
Student: “I have a brother and a sister.”
Teacher: “How old are they?”
Student: “My brother is twenty-four, and my sister is nineteen.”
Teacher: “So, who is older? Who is younger?”
By asking simple questions, the teacher helps the student understand the concept naturally.
📝 Instead of saying, “This is our plan for the new campaign,” you could ask, “What aspect of the new plan do you think comes first?” This engages listeners and encourages them to think along with you.
3. Tell a Story
Stories are powerful. They capture attention and make information easier to remember.
Tony shared a story about his general manager: “Dr. Panero was on a flight to Australia when a passenger became ill. He used our wristband to quickly diagnose her. It turned out she had a serious infection and was able to get treatment right away. Without our device, she might have waited hours for a diagnosis.”
📝 Think about a time your product or service made a difference. Share that story! It’s much more engaging than just listing features.
The key? When explaining something complex, start with a comparison, a question, or a story before diving into the technical details. This will make your message more attractive and easier to understand.
Check Andrew’s books to improve your business English. Visit www.andymiles.com
