When I interviewed Cindy Skalicky, the founder of On Point Communications, it didn’t take long to realize she’s mastered the art of communication. Cindy isn’t just another consultant talking about presentation skills—she’s the kind of person who digs deep into what makes people tick. Our conversation was packed with lessons that go beyond just crafting good speeches; it was about really understanding how to connect with people.
Cindy’s journey from Illinois to running a successful communications firm in Colorado was full of moments that made me stop and think. What struck me most was how she looked at persuasion like a detective. She doesn’t just work on speeches—she breaks them down, dissects them, and figures out how to make them stick. And if you’re an entrepreneur, this kind of deep understanding can take you far.
Know Your Audience Inside and Out
One of the first things Cindy shared was how often people misunderstand their audience. It’s easy to throw out data or pitch what you think is important, but as Cindy put it, “Most people don’t know their audience as well as they think they do.” She wasn’t pulling any punches there. It’s not just about who’s in the room—it’s about figuring out what they actually need from you.
I remember when Cindy said, “If we’re going to have a sales conversation, have you spent enough time pretending to be in their chair, listening to you?” That hit me. It’s so easy to get caught up in what you want to say that you forget what the other person might need to hear. Cindy’s message was clear: you’ve got to see things from their perspective if you want to make an impact.
Key Takeaways from Our Discussion:
- Walk in their shoes: Before you even open your mouth, picture yourself as your audience. What do they want? What are they worried about? If you don’t know, find out.
- Ask the right questions: Cindy often tells her clients, “Don’t be afraid to ask, ‘What do you need to hear from me today?’” It’s simple, but it can change the whole dynamic of the conversation.
- Avoid information overload: “Stop overwhelming people with what you know,” Cindy said. She’s seen it happen too many times. Focus on what they need to move forward.
I could definitely relate to this. There have been times when I’ve rushed through a pitch, only to realize halfway through that I’ve lost the room. Cindy reminded me that it’s not just about knowing your audience; it’s about making sure they stay with you every step of the way.
Master the Power of a “Sticky” Story
Now, here’s where Cindy really pulled me in—her emphasis on storytelling. And not just any storytelling. Cindy is all about “sticky” stories. These are the kinds of stories that stay with people long after the conversation ends. Think about a time when you heard a story so vivid it stuck with you for days. That’s what Cindy’s aiming for.
Cindy shared, “A sticky story has the ability to stay in someone’s memory for a longer period of time than a general, vague description. It’s the details—the color of the carpet, the weather, the emotions—that make it memorable.” I’d never thought of it that way. But when you hear her explain it, it makes perfect sense.
What I Learned from Her Experience:
- Details make all the difference: The more specific the story, the better it sticks. Dates, places, names—these details are what people remember.
- Use struggle to connect: Cindy often has her clients tell “struggle stories”—moments of failure or hardship. Why? Because people relate to struggles. They see themselves in those stories.
- Make it short but powerful: You don’t need to drag out your story. Get to the point quickly, but make sure it’s impactful. Cindy teaches people to use a three-part structure: what happened, how you struggled, and what you learned.
During our talk, Cindy mentioned that she often has clients write out their own struggle stories. “I had a group of professionals write a one-minute ‘struggle story’ and deliver it to their neighbor,” she said. “It was amazing how much more connected they felt afterward.” It’s a simple exercise, but it shows just how powerful storytelling can be.
Reflections from the Interview
As I walked away from my conversation with Cindy, I couldn’t stop thinking about how vital these lessons are—not just for entrepreneurs but for anyone who wants to make a lasting impression. Cindy didn’t just stumble upon her communication skills. She spent years fine-tuning them, learning from every mistake, and figuring out how to make messages stick.
Here’s What I’m Taking Away:
- Know your message deeply: It’s not enough to just understand the bullet points. You’ve got to live your message so that when you deliver it, it feels authentic and confident.
- Confidence is non-negotiable: “You can have the best message in the world, but if you deliver it with shaky confidence, you’ve already lost the room,” Cindy said. She’s right—confidence can be the difference between a good presentation and a great one.
- Authenticity trumps perfection: One of the biggest takeaways from Cindy was that people connect with vulnerability and authenticity. She said, “People can smell inauthenticity a mile away.” Trying to be perfect isn’t going to help you build trust.
- Memorize key points, not the whole thing: Cindy advises clients to memorize the main points they want to hit, but never the entire speech. “You need to sound natural, not rehearsed.”
- Keep it simple: It’s easy to overthink your message, but simplicity is what works. Get to the point, and make sure it resonates.
Final Thoughts
If there’s one thing you should take away from Cindy’s journey, it’s that good communication doesn’t come naturally for most people—it’s a skill that takes work. Whether you’re pitching to investors, trying to close a sale, or just having a tough conversation with a client, how you present yourself and your message matters.
Cindy’s approach is straightforward but powerful: know your audience, tell stories that stick, and bring your message with confidence. If you can do that, you’re already ahead of the game.
Want to hear more of Cindy’s insights? Check out the full episode of Never Been Promoted—trust me, it’s worth your time: DON’T Skip the Details: Make Your Stories Stick with Cindy Skalicky
CONNECT WITH CINDY SKALICKY:
Website (Company): https://onpoint-communications.com/
LinkedIn: https://www.linkedin.com/in/cindy-skalicky/