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!

April 16, 2010

The big Debate –Did You Get The Message?

Well, did you watch?; and if so, what did you make of it? Did you feel you got an insight into the personalities behind the parties, or did it feel more like a marathon joint press conference?

I felt I was proved right about the audience being a prop. I’m not sure what was added by members of the public, some of them terribly nervous, reading out their questions and then not being able to respond to the answers they were given – and in some cases, the answers they weren’t given. I know what was intended with the use of that device – they were there to represent you and me. I’m just not sure if it worked.

Not surprisingly, there were times when the responses were distinctly ‘Political’ – in the sense of politicians trying to answer the questions they wished they’d been asked, rather than the ones they were actually asked; and I did hear some evidence of careful line-learning – especially when phrases were recited over and over. Repetition works in marketing – we all know that; but it can get pretty tedious if we hear the same soundbites in the same order again and again within a few minutes!

I also have to agree with everyone I’ve heard across the media this morning, who’ve said the show was too long. In marketing terms, we’re always being reminded that people today have a shorter attention span than they used to. I regularly find myself trying to squeeze 60 minutesworth of information into less than 30 for that reason. Ok, half an hour would have gone nowhere last night, but I think an hour would have been plenty.

I couldn’t help noticing that they were all extremely busy meeting ‘ordinary’ people ‘the other day’. I don’t know which day it was – but they must have been completely knackered by the end of it! It got to a point where, like a twitch, or (something I’m very familiar with in sound production) an ‘erm’ pattern, I started to see an ‘I was talking to’ pattern –and it threatened to distract me from what they were talking about! It was obviously intended to show they were all in touch with ‘real people’, but it was a bit overdone. It reminded me of non-media people who go through media training. They’re often taught that when being interviewed on radio or tv, they should ’use the presenter’s name’. Unfortunately, some take it to the cringe-making enth degree, throwing in the name at every opportunity – and sometimes even when there isn’t an opportunity – “Well, John, as I was saying, John ..” etc etc.

There were positives, though – despite the 40-page rule book governing the event. I thought some of the most telling moments came when the moderator, Alastair Stewart, had to battle to retain control – when the combatants threatened to break out into a real row! Also, even the diving around the issues I mentioned earlier told me something about these individuals. Whether it told me what they wanted me to hear, I don’t know; but that’s the constant challenge with marketing, isn’t it – making sure that the message we want the customer to hear is the one they actually receive? So often, messages are lost in translation, aren’t they?

I’m always telling clients to talk ‘to’ their market, rather than at it. If I’m honest, for much of last night’s programme, I felt I was being talked ‘at’. I had a mad idea earlier this morning – get each one of the candidates into a radio studio on their own, with no audience in front of them to play to and no opponent to compete with. I’m not talking about an interview here. I’m talking about turning them into temporary presenters – so that they have to talk to each of us on a one-to-one basis. If we let them loose with the format, what sort of show would each come up with, I wonder …

No, of course I’m not serious – but if they mean what they say about wanting to connect with us personally, it could be a fun way of doing it – fun for us, if not for them!

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