Sherie Griffiths

November 24, 2011

Sisters are doing it for themselves

They certainly were last Thursday, at the inaugural CEWE (Centre of Excellence for Women’s Entrepreneurship) conference, organized by the University of East London.

If you’ve read the last couple of posts, you’ll know I was there, interviewing as many people as possible for this afternoon’s radio show. As a result, it promises to be a busy, varied programme. I managed to talk to the Project Manager, one fo the speakers and four delegates – two of whom went on to win the CEWE Entrepreneur of the Year award.

Although the day was all about women’s entrepreneurship, men weren’t excluded, onstage or off. Delegates included some lads from local schools and colleges – and from the platform, we witnessed what I think must be a unique – or at least incredibly rare – event: a singing minister!

More of him and the rest of the conference on this afternoon’s programme, which you can hear at 3PM on Gateway 97.8 in Basildon and East Thurrock, or at gateway978.com wherever you are.
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July 15, 2011

‘Who do you think you’re talking to?!’

On tuesday, I was talking about Marketing for Startup Britain, the 5-day conference held in London last week, organized by Startup Britain and the Marketing Agencies Association.

Over the last few days, I’ve been catching up with people who were there. Some, like me, only managed one day; some managed two or three – and others did the whole week!
What I’ve been hearing has been, on the whole, extremely positive. I certainly came away inspired to change my focus on certain aspects of my new brand. Everyone else I’ve spoken to so far is in business, or going into business, for the first time and they’ve all said they learnt a huge amount.

Do you feel a ‘but’ coming on…? My English teachers would have the horros if they saw what I’m about to do, because they all told me NEVER to start a sentence – let alone a paragraph – like this…

BUT! one thing which has come through consistently about last week is that, while most of the speakers spoke very eloquently from a startup perspective, however long ago they started and however successful they’ve become, others seemed to be completely out of touch with their audience. I won’t mention any names, because they all gave their time with the best of intentions, but I’m told there was at least one whose presentation made no real reference to startups and who, away from the microphone, admitted having no interest in very young businesses. That leads me to ask what on earth they were doing there. The only answer I can think of is that they hoped some of the fledgling businesses would grow up to be something they would be interested in. There’s nothing wrong with taking the long view when it comes to building business connections, of course – but alienating people at the beginning by showing they’re too small to interest you, by talking to them about things which have no relevance to them, isn’t exactly a great foundation for a long-term relationship!

I should have had one of those very new business people on my radio show yesterday – but technology threw a wobbler – so she’ll now be on in a couple of weeks. I’ll tell you more about her then.

All I’ll say now is that she was a joy to interview and the ideal kind of guest for the programme. There’s absolutely no point in my having the CEO of some global corporate on to talk about the trials of floating a company on the stock exchange, when I know my listeners are made up largely of home-based parents who are trying to get some kind of enterprise off the ground, or wondering whether, one day, they might be able to do it. Someone who, in a very dark time in her life, came up with an idea which she’s now going all out to make a reality, is much more relevant to them. Offering them someone who can’t identify with them is like trying to communicate with a non-English-speaker by SHOUTING! VERY! LOUD! AND! VERY! SLOW-LEEEE! – frustrating for all concerned – and completely pointless!

Whatever we’re trying to say and whatever medium we use – live presentation, radio, podcasts, phone, leaflets, website, social media – you name it! – knowing who we’re talking to and at least trying to speak their language is vital. Otherwise, we end up talking to ourselves.

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!

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