The Art of Structured Eloquence

During pivotal moments in the public life of a CEO, results are determined by what you say and how you say it. Many clients having been through periods of robust growth know the inner workings of the business. It’s pretty easy for them to talk freely about the different line items on the balance sheet or provide perspective on the industry and their solution.

However, specific situations like an earnings call are no place for a management team to flow without a script. Saying and delivering the right information in the correct sequential order can make the difference between enhancing your company’s stature in the eyes of shareholders or sowing the seeds of doubt.

Gifted communicators are made, not born. They make eloquence appear effortless but, the reality is—they stick to a script. This strategy makes for a more structured presentation that can deliver a vivid, powerful message with measurable results. While the storyboard can provide rich detail, it can help keep content concise so management doesn’t veer off into the weeds with opinions or views that are better left unsaid.

As you prepare the script, think like a film director. Curate the narrative and ensure specific messages are conveyed to the investment community. The takeaway is always positioning your company as a strong investment opportunity. If you get it wrong, you run the risk of irrelevancy.

A script allows the team to follow the agenda which makes for a smoother transition between speakers and updates. It should allow for time at the end for comments and questions, which should also be written out in a Q&A format for efficiency. Acknowledge any weaknesses in your results sandwiched between statements of strength to balance the 2-way conversation.

A word of caution: do not simply read the script. Make sure you practice it over and over. Present with conviction and use intonation in your voice to avoid sounding like a robot. How you deliver it is as persuasive as how it’s written.