Sherie Griffiths

May 27, 2010

‘Would You Listen To Yourself?!’

Babies start learning to speak even before they learn to live without nappies.  So why are so many adults embarrassed when they hear themselves?

I recently saw a very capable, confident man who, under normal circumstances, can happily chat away to complete strangers, look as though he was about to curl up in a cringeing ball when we threatened to play back the interview we’d just recorded with him.  He isn’t the exception that proves the rule – he is the rule!

I completely understand the feeling.  I avoided listening back to my earliest podcasts – so I was shocked not so long ago, when I ran across the very first and realised how unnatural it sounded! When I was told, several years ago (by a friend with years of broadcast experience) that I really had to listen back to a recording I’d made, I was horrified – I kept putting it off! When I eventually forced myself into it, it was very uncomfortable; but in time, I got used to it.  These days, it’s just part of my job.

Another part of that job is to help clients get over any fears they might have about speaking in front of people, recording and (often the most challenging) listening to the results.  Since watching that client go through the familiar reactions, I’ve been wondering: what is it that we’re actually afraid of in that situation?

The human voice conveys feeling better than anything else – which is why it’s such a powerful communication tool.  We pick up over five times more information from what someone says than what they write, because we can hear so much which is lost in the printed word – tone, inflexion, pace and so on.  All this speaks volumes about how they’re feeling.  Very experienced speakers, like politicians – and (dare I say it?) presenters – learn to convey the emotions they want the listener to pick up.  Unfortunately for those of us who talk for a living, plenty of people can also hear a fake a mile off.  So we have to believe what we’re saying – even if it means suspending disbelief.

To give you an example: I went into the studio one afternoon last year in turmoil because I was waiting for some personal news.  All I had to do was to record some fairly simple links, but when I wasn’t screwing them up – getting all the right words, but not necessarily in the right order – the tone was all wrong.  In the end, I had to push everything else aside and pretend all was fine.  At times like that, presentation is an acting job and, like an actor, you have to ‘believe in the role’ if you want to be convincing.

Less than ten years ago, I was terrified of speaking in public – let alone hearing the results!  For me before I overcame that fear, I suspect it was about revealing what I didn’t want to show – laying myself open.  I don’t suppose I’m alone there – so perhaps the fear of listening to ourselves has something to do with not wanting to hear what we’ve revealed?

I think it also has to do with the trouble so many of us have, looking at ourselves through someone else’s eyes – all too often, we’re our own toughest critics and all we see are the negatives.  We might not be mad keen on what we see in the mirror, but it tends to be a private discomfort.  When we look at a photo or video, we’re seeing what everyone else can see – albeit through thorn-covered specs!  It’s the same with the voice.

This isn’t something that automatically goes away because you turn pro.  Just watch the actors who sit steadily looking away from the screen in a tv interview while the audience watches a clip of their latest film; and I know of at least one highly experienced radio presenter who can’t stand listening to himself (I don’t know why because I think he’s fantastic – he obviously hears something I don’t).

The other side of the coin is that so many of us buttoned-up Brits are pre-programmed to self-deprecate – even when we secretly think we look or sound alright, we’re embarrassed to admit it – in case we’re seen to be ‘big-headed’!

I’m not suggesting you should learn to love the sound of your own voice – only make friends with it – which starts with learning to accept it, faults and all.  That isn’t to say you listen uncritically.  From my point of view, the easiest ways to help a client improve on their presentation technique is for them to spot where it needs improving.  It’s all about learning to be more objective and to give yourself constructive criticism, rather than being hypercritical.  I still don’t like my estuary vowels or the fact that, if I’m not careful, I tend to use ‘ok’ too much; but it’s ok – OOPS – see what I mean?! – provided I don’t lapse into broad ‘Essix-gewl’ and start ‘okaying’ in every sentence!

Seriously, for some people, learning to listen to themselves is just a matter of acquiring a new skill and practising it.  It can go deeper though.  The voice is so individual, so personal. It’s the product of our lives to date – where we’ve lived, where we’ve been educated, our families, friends etc.  So for some people, whether or not they can listen to themselves comes down to how comfortable they are with themselves.  If, deep down, you don’t really like who you are or where you come from, you’ll shy away from hearing the evidence, won’t you?

The power of speech, especially in business, is greatly underestimated.  As I’ve said before, 21st-century commerce is all about relationships and relationships in all their forms start with attraction.  One of the most effective and lasting ways of attracting people, in my experience, is by talking to them – engaging with them on a one-to-one basis, whether through conversation, live presentation or recording.  We wouldn’t send out a flyer, brochure or any other written communication without proof-reading – and yet so many people (I used to be one of them) deliver everything from elevator pitches to full-length presentations, even recordings, without ever having listened to themselves properly.  Becoming comfortable with hearing yourself opens up a whole new raft of possibilities – and I can tell you firsthand, it’s also very liberating!

May 12, 2010

Happy Birthday To Us For Yesterday

First, an apology for the complete lack of posts last week. I blame the Bank Holiday – and clients, who will insist on taking priority over everything else, for some strange reason. Anyone would think they’re paying for the privilege!!! Seriously, though, client work is my favourite part of this job.

What were you doing a year ago yesterday? Can you remember? I can – vividly. I was launching a company. I spent most of Monday 11th May ’09 getting ready for the launch party in the evening and stressing about whether all my colleagues would get to the venue on time – and even more about whether we would have enough guests.

I needn’t have worried. My team, who had all agreed to present with me and had each gone several extra miles to make that happen. Were all present and correct by 5.45 – by which time the Wine Tun, by St Paul’s cathedral, was filling up nicely.

For me, that was an incredible evening – the reward for so much hard work, by everyone concerned and the realisation of more than one personal dream. All too often we don’t enjoy our own parties – but I did that night! I even broke my own rule about never drinking before a presentation. I don’t think you can tell I’d been on the champagne, can you? The uniformed waiters, walking around with trays of food and drink, were so polite and attentive, it seemed rude to refuse – well, that’s my excuse and I’m sticking to it!

As I wrote to one of my co-presenters last night, ‘12 months
on, the company isn’t where I thought it would be – but it’s somewhere a lot more
promising. Off to have a glass of wine to celebrate that fact!’

The coming year looks to be a busy one, for us as a company and for me personally, with the book coming out in the next few months (more of which later), our new ‘podzine’ beginning in June (more of that later too) and all those clients getting in the way of my writing blog posts – as well as some other new projects in the offing –Yes, ‘promising’ certainly describes our upcoming second year. If I weren’t drafting this before 7:00 AM, I’d drink to that …

April 20, 2010

The Land of Opportunity

In June 2007, I made my first trip to America.  That week changed my professional life and is still changing it. 

 Extract from ‘On Sound Foundations’; Chapter 7: ‘Found In Translation’

 “11:30 Sunday morning seemed quite a civilised time to take off from Heathrow;  but by the time I fell into bed at the Key Bridge Mariott Hotel around 8pm local time (1am in the UK), it didn’t feel quite so civilised!

 “This was my first time in the States – my first time outside Europe.  So I was completely unprepared for the games jetlag can play, like waking you up at four o’clock in the morning full of energy, then making you feel completely exhausted five hours later – just as you’re about to start work!  I just about got the hang of the time difference by the end of the week.

 “Nor was I prepared for how foreign I felt.  Very welcome, but foreign.  So often I’d heard it said in England that we and the US are ‘divided by a common language’, but I thought it was just a cliché.  I assumed, as novice Brits often do before they first set foot on American soil, that after years of a TV diet including so many shows imported from the States, the one thing that wouldn’t be an issue was the language.

 “How wrong I was – especially in the hotel.  The staff were wonderful.  I couldn’t fault the service from everyone.  From the most junior porter up to the Manager, nothing was too much trouble.  That said, time and time again, I’d use a word which I didn’t even think about as being particularly English, get a blank stare in response – and have to think again.  The one that caught me out more often than any other was ‘lift’.  It took me almost the whole week to remember to ask for the ‘nearest elevator’.

 “Another reason to make that ‘Trading in the US’ podcast, I thought.”

 A couple of weeks ago, I had a long Skype chat with Colleen Jolly of The 24-hour Company, in Northern Virginia.  I was put in touch with Colleen by Mark Amtower – and I was put in touch with Mark by Ardell Fleeson, whom I met on that first trip in ’07.  I’ve made programmes with Mark and Ardell and hope to do the same with Colleen in the not too distant future.

 I think it’s safe to say that Colleen and I hit it off pretty much instantly.  Well, at least, she wants to come and watch me present at a 4Networking breakfast at the end of April.  No, she’s not coming over specially – she’ll be here working on the UK expansion of her company.  We both agreed, though, that there’s still a language barrier between here and the US.  We’ve each run into it – but we agree that finding a way through it is well worth the effort.

Last month, I said there was no substitute for the human voice.  Of course, there’s also no substitute for meeting face to face.  It isn’t a case of ‘either’ ‘or’.  Creating great opportunities is about developing great connections – and that’s all about utilising every kind of communication at our disposal.  That doesn’t have to mean flying halfway around the world (just as well at the moment!), but it does mean being open to ideas.

April 1, 2010

The Things We Do For Love!

As you may know, I love my job.  Why else would I get up at 5 AM – aka ‘Stupid O’Clock’ – in the dark, to go up to Colchester to deliver a presentation this morning? 

It was my first trip to the Business Café, at the Barn Brasserie in Great Tey – and it was well worth the early start.  They were a great audience, who responded brilliantly to the weird and wonderful props I chose to illustrate my talk about ‘Podcasting on a Shoestring’ – everything from a pair of baby shoes to a cushion.  No, don’t ask – well, you can – but I won’t tell you where they fit in.  I might get the chance to deliver the presentation for a group you’re involved in and if I gave the game away in advance, I’d spoil the surprise, wouldn’t I? 

Anyway, I just wanted to thank this morning’s group, especially Jill Crooks of Room 105, who has liaised with me over the last month or so and has just sent me a lovely email.  I’m really hoping to get back up to The Barn very soon, as an ordinary visitor – and if you’re in the area (even if you’re not) I recommend you give it a go.

March 19, 2010

“REAL” Complements

When I finished writing – for the moment anyway – I found I had time to read.  I used some of it to read “24 Carat BOLD – The Standard For Real Thought Leaders” by Mindy Gibbins-Klein.

She uses the acronym “REAL” to explain the four main attributes which she says turn a person into a “Real Thought Leader” – not just an expert in their field, but “the expert” in their field – the “go-to person”.

R – reach

E – engagement

A – authority and

L – longevity,

but if the neatness of that makes you think “Here comes another trite business book by an ‘expert’ in the blindingly obvious!”, think again.  It’s solid stuff – but not stolid.  Yes, there’s a lot of business common sense in there – but there’s also a lot of uncommon sense.

Mindy and I have met a few times on the networking circuit, but I didn’t realise how much common ground we have until I read the book.  She recommends getting “REAL” by writing a book, because that’s her specialism and there’s still no substitute for giving someone something tangible to remember you by.  I recommend getting “REAL” through podcasting, because that’s my specialism and there’s no substitute for the human voice.  Every aspect of that acronym applies to using sound as it does to print.  I’m not anti-print by any means, as you know – I’m about to go into it myself!  As an obsessive communicator, I’m not anti any medium.  A couple of weeks ago, when I was having a go at the BBC Strategy Review, I said I was a “multi-dimensional person” whose needs couldn’t all be met by one product.  All the different ways of touching people – personal meetings, phone, email, the printed word, audio, video, online interaction –have their respective strengths and weaknesses.  So they all have a place and work best when they work together – like people really.

March 10, 2010

M&S Speak Volumes About Their Brand

I bought my very first interview suit at Marks and Spencer, back in 1986, when I was eighteen.  It was a grey pin-stripe – very conservative – and a long way from anything you’re likely to see me in these days!  I can’t remember when I last shopped there, but I’m obviously still on their customer database, because I recently received the latest of their regular audio updates –which also means that somewhere along the line, they’ve logged the fact that I have a visual impairment.  All good marketing and customer service practice.

There’s only one small issue: these communications come on cassette.  Now, I may have missed something, but I thought the company had put in a lot of work over the last few years, to modernise its brand.  I thought they were trying to get away from the image of staid ladies whose sense of style began and ended with ‘sensible’ knickers.  Recent ad campaigns seem to be trying to target women across a wide age range who care about fashion and for whom maturity means more style, not less.  They want me, as a potential customer, to believe that like me, Marks has moved with the times – and yet they communicate with me in an outmoded format, which most people I know couldn’t even play.  Do you still own a cassette player?  I do – but then, as a media junky, I’ve got almost every option you can think of for playing the stuff.  That said, I never listen to these tapes.  If they came as mp3s, I probably would, but the cassettes just get recycled.

I don’t know how many customers the tapes go out to and how many of those still have the means to play them.  What I do know is that Marks’ target audience is also the sector of the market where mp3 player ownership is growing.  I can’t help feeling that either sweeping assumptions have been made about the audience, or (worse) they’ve gone on doing what they’ve done for years and haven’t included this in their modernising strategies.  Either way, it sends me the wrong messages:

1 – M&S isn’t really moving with the times, and/or

2 – they don’t know the sector of their market to which I belong.  They don’t talk to me in my language – or even ask me what that language is.  They talk at me in a way they think I want, or should want, so I don’t feel inclined to listen to what they have to say.

Marks’ customers with visual impairments will be a small percentage of their total customer base, of course.  So you might think this is a very small issue; but there are wider implications.  As we all know in business, if we do one thing which is inconsistent with our core message, at best it doesn’t reinforce what we really want to say and at worst, it undermines it.

 

In case you’re wondering, no, I’m not just going to sit here complaining.  I intend to make contact with the relevant people within the organisation to chat through their options with them.  I’ll let you know how I get on.

March 9, 2010

“Born Survivors”?

“On Sound Foundations” – Uncorrected Extract: “Part One – From Casual Links To Permanent Connections: “Chapter 1 – How Did I Get Here?

“That was the question I kept asking myself through the Spring of 2009.  I was busy preparing my presentation for the launch of my new company, Savvy Business.  I knew the story backwards, of course, so that was no problem.  The only thing I couldn’t decide was – where did it start? 

 “Well, officially, it was in July 2008 when we launched the first version of savvybc.com; but, really, it was when I first had the idea in April 2007 – although, no, actually it was when I made my very first legal podcast in August ’06 … or was it 2005, when I first found out what a podcast was …?

 “I finally decided to pick up the story in 2006, although in fact its roots go back much, much further – all the way back to a pushchair in 1969 – and beyond.”

 I wrestled with a similar issue when it came to the starting point for the book.  In the end, I went way beyond that pushchair, to 1939, when Mum became an evacuee and Dad a POW. 

 Why?  Because my parents perfectly illustrate one of the main themes which runs through the book, my speaking engagements and life in general – the choice between being a survivor or a victim.  Yes, I did say ‘choice’.  We talk about someone being a “born survivor” don’t we, but are they?  Are survivors, or victims come to that, born or made?  Wearing my ex-noncommittal-lawyer’s hat, maybe I should say I don’t know – it’s probably a bit of both; but actually, my own experience has shown me we often have more choice in the matter than we know and sometimes become ‘victims’ simply because we don’t know all our options.  I used to see myself as a victim – someone to whom life happened; someone stuck in the backseat on her own journey, while other people drove.  These days, I do my best to happen to life – and I’m definitely behind the wheel!  The change was my choice and one I’m so glad I made.  It led directly to that “EUREKA!” moment  at 5.00am on 6th November ’09, to the book and everything which looks set to follow.

March 2, 2010

“On Sound Foundations” – The Story Of A Book

Just before Christmas, a colleague said to me, “I bet you’ll be glad to see the back of this year, won’t you?” I knew what she meant – 2009 had been tough for most of us in business and I’d had some major personal challenges thrown in. Yet I hesitated over my answer. Yes, there were moments I’d rather not remember and definitely wouldn’t want to relive, but for all that, it had been an incredibly productive year for me. I’m not talking financially, but in terms of focus. In August, in the middle of a family issue which very nearly led me to throw in the towel in business, I finally broke down a personal barrier which had held me back in every area of my life – very liberating! Then in November, sixteen months on from opening and six months after the official launch, I finally worked out what my business was all about. “Wasn’t that a bit late?” I hear you ask – and you’ve got a point. Better late than never though!

At 5.00am on 6th November 2009, after yet another sleepless night, wondering why I seemed to be working my socks – and various bits of my anatomy – off just to stand still, I stood in my kitchen, coffee pot in hand and it hit me – no, not the coffee pot – the revelation! THE ANSWER! “EUREKA!” The lights went on and I saw it all – where I’d been going wrong, how to put it right – and more!

“So that’s my core skill! I thought, amazed – “I know how sound works!” Here I was, more than a year and a half after my decision to make the leap – and leap it certainly was – from law into business podcasting, finally realising that I know how sound works. Yes, I am a bit slow – especially at five in the morning!

The truth is, I knew how sound worked, how people used it and what it could do if they used it properly long before that moment – I just didn’t know that I knew. As I poured that much needed first cup of coffee, pieces of a jigsaw which had been floating around my head for nearly two years, never quite forming a picture, suddenly clicked into place and I saw the image clearly – the image of my business, how it came to be and where it could go. I spent the next several weeks redesigning services to fit that picture.

Before 6th November, the most positive response I had to my marketing efforts tended to be, “I’m really interested in what you do, but I don’t get it.” Now it’s, “I’m really interested in what you do – when can we talk?” Like most of the changes I made to our offering, it’s a small shift on the face of it – with a huge impact.

Nineteen years ago, someone said, “You should write a book” – but I was only twenty-three then and probably knew even less about life than I did about writing. So although I gave it a go, it didn’t happen. In November last year, I was planning a series of books about starting and running a business; but after that 5.00am “EUREKA!” moment, they were pushed aside by something else which insisted on being written “NOW!!!” From a pure business perspective, the timing was all wrong. I should have waited until we were truly out of recession, until the company was more established. In fact, I probably should have waited until I retired, but this book would brook no argument – the words fell out faster than I could type! The baby was coming, whether I or anyone around me liked it or not!

It started life as a practical guide to business podcasting, against a background of my experience as a lifelong media junky and obsessive communicator; but it evolved into the story of my forty-year apprenticeship in sound – the foundations on which my company and everything we now do is built. It also tells the very personal story of my development of the “womble” principle – of which, more later.

I finished the book last Thursday evening. Over the next couple of months, as I prepare for publication, I’m going to tell you a bit about how it came together and some of the things I learnt from writing it – because I did learn. Two people, both dear friends and close colleagues, have been slightly less than fulsome in their support for the project. I think that’s mainly because they’re applying cost/benefit analysis principles, looking at the amount of time this kind of undertaking demands, against the likely financial return. On that basis, I’ve just “wasted” three and a half months of evenings and weekends – but I know I haven’t. Even if no-one else ever reads the finished product, it was worth writing because it helped me work out what I’m about, how I got here and where I’m going.

February 9, 2010

What’s The Link Between Teddy-bears And Podcasts?

I didn’t think there was one – until today.

I spent yesterday afternoon writing the outlines for two presentations. On the face of it, they couldn’t be more different.

The first was:-

“Who Is Fred? – and why did twenty-six seven-year-olds make friends with him?”, which I delivered this morning, at 4Networking in Ware. It was all about the children’s book, featuring a bear, which I produced with the Year 2 kids at the school where I’m a governor and the charity I one day hope to launch, to help disadvantaged kids discover and develop their potential through creativity.

The second was:-

“Whatcasting? – an introduction to using audio as an effective communication tool”, for the Business Café in Colchester, on 1st April … hmm .. I am slightly nervous about the date …

So what do they have in common? In one word, innovation and in another, potential.

The book developed in part from the need to find innovative ways of encouraging the kids (particularly the boys) to write. Several were from homes where reading and writing didn’t feature very much, so to them it wasn’t “cool”. One of the things we aimed to achieve – and I think we did achieve –by getting them involved in the book was to make it “cool” first to put their ideas into words and then to put them down on paper. Sometimes that began with a picture, progressed to a caption and eventually evolved into full sentences. Then at other times, they went straight for the pen – unleashing potential neither they nor their teachers knew they had.

My first foray into podcasting was in an effort to talk en mass to the clients and prospective clients of the law practice which I was running at the time, about legal issues. If they were aware and planned ahead, I knew they could save themselves time, money and aggravation. My challenge was how to communicate that. The people I wanted to talk to were busy. Their time was at least as precious as their cash – because it was in equally short supply! They were already bombarded with information leaflets etc – and if they’d been given one with “law” visible anywhere on the front, they would probably have switched off. Audio allowed me to talk to them directly, rather than at them, while they were doing other things.

So in both cases, a bit of lateral thinking about communication helped get a difficult and sometimes unpopular message across in a way the target audience actually seemed to enjoy! Well, they kept coming back for more, anyway.

In my experience, one of the biggest challenges we all face in business is around getting the right message to the right people at the right time – and, all-importantly, in the right language. The right people, of course, are the ones we want to talk to; the right message is the one we want them to hear; the right time is when they want to hear it; and the right language is theirs. That is, as I say, my experience – but what do you think?

November 12, 2009

Our Next Event – A Taster of Things To come …

From: SherieSavvy Business

Our next event – “Untangling The Web – How To Get The Best Out Of Your Web Developers”, co-hosted by Royston Simpson Creative – is now less than two weeks away!

If you’re expecting a twenty/thirty-minute presentation full of worthy advice and/or “techie” webspeak, think again! None of us could manage worthy at that time in the evening, after a long day at work – and the only reason a few “techie” sentences will be allowed is so that we can lampoon them! Adam at Royston Simpson has put together a little video which will set the tone on the night. You can watch it here:

At the event, the video will kick off a discussion about how not to be the client – or web designer – from hell and how to produce the best possible site, without driving your designer, or client, to distraction … or should that be destruction …?

To book your place: Click HERE>>
or you can email us HERE>>>
or call us on: 0844 371 2941

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