by Edward J. Barks

Common wisdom dictates that each of us will have 15 minutes of fame. Apparently, Congress hasn't been notified yet.

When the big moment arrives and you are invited to testify before a House or Senate committee, you get a scant five minutes to plead your case. Five minutes! It takes the average American more than twice that long just to get dressed every morning.

State legislatures and regulatory bodies are sometimes even more restrictive. The cruel reality is no matter how fast you speak there is no way you can even make a dent in the inch-thick tome your lawyers have drafted. Should you try to speed read your written testimony aloud? Forget it. You might as well recite the phone book.

Winning with the Five Minute Approach

What's the solution? Use the Five Minute Approach. This technique makes clear that you are on a mission. You commit to the goal of creating maximum impact during your five minutes in the spotlight. Let's face it, you testify because you want to achieve an important public policy goal. Your side wants to carry the day.

I'm not suggesting your written testimony is unimportant. But smart organizations realize it is but one element of an overall strategy.

Yes, you need lawyers and other technicians to compose your written testimony. But their involvement ends there. Technicians are not the people you want driving your testimony train - unless you want to get bogged down in minutiae, lose sight of your critical messages, and forfeit victory to your opponents.

Avoid the Legalistic Landmines

Victory is earned in the court of public opinion. You need an oral statement that is rich in your main messages, not overloaded with technicalities certain to set lawmakers and their staffers to dozing.

That's the beauty of utilizing the Five Minute Approach to convince opinion leaders. It grants you the discipline to deliver in no uncertain terms a crisp, succinct message that drives your viewpoint home. You must prepare and practice if you are to succeed during your five minutes of fame, for you cannot afford to waste one second of that precious time.

Another reason why the Five Minute Approach is a sure-fire winner is that it allows you to leverage your testimony beyond the confines of the hearing room. You want media coverage of your testimony, right? Well, here's a news flash: Most reporters are not inclined to wade through a thick volume of written testimony. They will, however, take time to scan the text of your punchy five minute oral statement.

Persuading Public Officials

The Five Minute Approach. It empowers you to make maximum impact during your all-too-brief shining moment. It puts you in the driver's seat of your testimony train. It allows you to leverage your testimony outside the four walls of the committee's chambers.

In short, the Five Minute Approach enables you to win when you testify. And isn't that what it's all about?

Ed Barks is the author of The Truth About Public Speaking: The Three Keys to Great Presentations and President of Barks Communications. He is a trainer, author, and speaker who teaches today's leaders how to deliver dynamic, message-packed presentations and deal with the media.

He can be reached at (540) 955-0600 and www.barkscomm.com.

© Edward J. Barks 2007

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