People often talk about what it takes to be a great communicator. Why are some people able to inspire us, capture and keep our attention when others cannot?

During times of uncertainty like the ones we are now facing during the current COVID-19 pandemic, great communication is helping some business leaders rise above others in terms of instilling confidence in their employees and customers.

Earlier this year, before stay-in-place orders were issued, I was at an industry meeting, and during a lull between speakers, the meeting moderator shared what he called the 3Cs of great communicators.

Here’s how he described them:

1. Consistency: People do not like inconsistency. Consistency builds trust and with trust comes reliability. When you send a consistent message, people believe you and know they can count on you. In times of crisis, this goes a long way to keeping people calm and focused.
2. Clarity: To determine if you have been clear, after you have explained an idea ask the people who heard you to repeat back what you said using their own words. Too often we think we are being clear, but often we are not because the audience does not have our base of knowledge. Be careful not to get caught up on jargon. Try to explain things in a way that the people you are speaking to can understand.
3. Confidence: Remember there is a fine line between confidence and arrogance. Every time you share an idea where you know there is going to be resistance, be ready for the push back and raise the objection yourself. When you do this, it demonstrates confidence and shows that you fully understand the issue. It also shows how deeply you understand the people in front of you.

These 3Cs sound so simple, but they take skill to perfect and must be coupled with sincerity if you are truly going to be a great communicator.