We’re talking about “edification”—the art of making other people look good by saying nice things about them.
When you introduce someone to a client or friend, or introduce a speaker to an audience, and edify them, the other person or the audience sees them as more valuable, worth listening to, knowing, or hiring.
And when you edify someone, your kind words and the graciousness with which you deliver them also make you look good.
It doesn’t have to be exhaustive. You can simply mention a few of the speaker’s or other person’s accomplishments. Tell them about their book, their business or practice. Tell them about an award they received or a notable victory they obtained, or quote what others have said about them, e.g., testimonials or reviews.
What do they do that helps people? What is their mission? What is something about them you admire?
You don’t have to exaggerate. Just say something laudatory and true.
If you don’t know them, you need to learn something about them you can use when you introduce them. Read their bio or their “about” page, or simply ask them what they would like you to mention when you introduce them.
Of course, the best edification occurs when you’re able to relate your personal experience with that person, or what your clients, business contacts, or friends have told you about their experience with them. If you refer a client to another lawyer, for example, tell them what that lawyer has done for you or for your other clients.
In short, tell other people why they should listen to the person, watch their training or presentation, sign up for their newsletter, buy their products, or hire them.
One more thing.
You should also equip your clients and contacts to edify you.
Give them information they can use when they introduce you or refer people to you. Even better, give them the kind of experience as their lawyer or friend that makes them want to tell everyone about you.
