Sherie Griffiths

April 13, 2011

Book Launch +7 – We Have Lift-off!

First, apologies for the silence – the last month or so has been taken up with publishing and launching the book – FINALLY!

Publication was on 8th March –International Women’s Day – no, the timing wasn’t deliberate, but it was a nice coincidence. For the next four weeks, it was on limited release – until last Wednesday, when it was officially launched.

The big moment happened at the offices of USp Content, in W1. It’s rare for me to be lost for words, but I was – albeit briefly! – when USP’s CEO, Rob Jones, asked me if I’d like to hold the event there!

As you might know, the story of how Rob and I come to know each other is, shall we say, unusual?? When I started writing the book, I didn’t set out to write that story, but it has ended up as the backdrop – or, as my editor, Christine McPherson put it, ‘The thread that pulls the whole thing together’. So from the moment I decided to have a launch party, I had my fingers crossed that Rob would be there – although at that stage, I didn’t think for one minute we’d co-host!

It was quite strange – in the nicest possible way – when, in his speech, he referred back to when I was a teenager – ringing him up while he was doing his show on Radio Luxembourg! Standing beside him, I remembered being fifteen, in the phone-box at boarding school, throwing 10ps into a hungry coin slot – and now, nearly twenty-eight years on, here I was… As I said in my speech that followed, ‘Life is officially weird – well, mine is, anyway!’

Later, Rob took everyone on a tour of the studios. The feedback on that, and the rest of the evening, has been fantastic. I’ve said it before, but thanks to everyone who came.

Special thanks also to Rob, and to Meryck Hurley at USP. Meryck helped organise the whole thing – including a video – which I’m really hoping will arrive in the post today! – and she also looked after everybody brilliantly on the night.

Response to the book so far has been so much better than I’d even hoped – and the momentum just keeps building! Next stop is a special programme, in my slot on Gateway 97.8 in Basildon (tomorrow at 3pm). My colleague on Thursday afternoons, Alison H, came to the launch and wants to cover it in tomorrow’s show – so I’m back in the guest’s chair!

When I first sat down at my PC in November 2009, I had no idea, either what the book would turn out to be, or where it would take me. I didn’t really know what it was going to be until the middle of last year. As for where it’ll take me – I’m still finding out. Exciting times!

February 7, 2011

OOPS! Shouldn’t the Dallas Fire Department have known earlier?

This week’s ‘OOPS’ award is given with caution, because I must admit I don’t know the full story here. All I know is that the part I picked up last night didn’t make a whole lot of sense.

I caught a bit of the BBC radio coverage of the Superbowl, in Dallas (produced by our colleagues at USP Content). When I first flicked across to Fivelive Sports Extra, I couldn’t quite believe what I was hearing! Apparently, the local fire department had just decommissioned a number of seats, leaving the holders of tickets for those seats outside the stadium – and 30 minutes before the game was due to start, they were still running checks?!

Now, I’m the first to agree that safety is paramount – but why on earth weren’t the checks done earlier – early enough to let the relevant ticket-holders know? It’s never easy to get tickets for an event on this scale – they’re always at a premium – and in a competition like this, lots of fans aren’t going to be local. So what on earth happened to make these checks so last-minute?

If you know, do tell me!

August 4, 2010

Get PodSavvy – ‘Sound Advice’

Last week, we released the second episode of our monthly business communications podcast, ‘Get PodSavvy’ –. This month’s theme is ‘Where do I start?’ So of course that was the question I looked at in the first episode of my ‘Sound Advice’ feature (which will appear within each monthly show). The series gives me the chance to share some tips and tricks on the subject of professional business audio.

The answer to the question is, of course, ‘with research’. If you have no experience of this kind of project, the starting point for that research is listening – soaking up as much of other people’s content as you can get your ears on! Dr Stephen Covey says that out of reading, writing, speaking and listening, listening is the activity we spend the highest percentage of our time doing (or at least attempting to do) but the lowest percentage of our time learning. I’d go along with that – although I have to say, in my professional experience, the average person’s listening skills are better than they think. I’m consistently surprised by clients who swear they’re ‘no good at listening’, then proceed to spot a flawed piece of audio on first hearing. They can’t always tell me straight off what’s wrong with it – but they know it isn’t right; it isn’t ‘comfortable’ to listen to.

I set you a challenge in the programme – to turn away from the tv for a few minutes, just listen, and see what you pick up on. I try this with all my training clients –with some really interesting results. If you give it a go, do let me know what happens.

The July show is the first I’ve recorded in USP’s new studios – which include some very swish television facilities. So I had to be a bit careful what I said about tv sound – although I still had to tell it like it is – traditionally, it’s been ‘the poor relation’, the assumption being that the viewer will be so preoccupied with the pictures, the sound really doesn’t matter. Even I assumed that was the case for a lot of people – until recently, when I was talking to someone who makes videos for business and he commented that the standard of the audio behind the pictures could make or break the whole presentation.

For this month’s competition, I’m asking you to identify what’s wrong with a sound clip. Obviously, you need to listen to be able to have a crack at it.

The winner of the June competition was Tim Carter of Attwaters Solicitors in Harlow, Essex. He was the only person correctly to identify that Ivan Newman was reciting ‘Jabberwocky’ by Lewis Carroll. The stakes have gone up this month – not only do you get an hour of me for free, you also get an hour with Ivan. Between us, we can help you improve your customer service – and sound professional when you shout about it!

Talking of the relationship between sound and pictures (as I was just now), next week, I’ll tell you a bit about the first ‘Get PodSavvy’ feature to go visual.

April 27, 2010

The Right Connections take us Onwards & Upwards

I often think that, important as it is to know what we’re good at in business, it’s at least as important, if not more, to know what we’re not good at.

 Exploration of the concept which would grow up to be Savvy Business got the go-ahead at the May ’07 board meeting of the company I was then running, Griffiths Legal.  My first job was to talk to USP Content (where I already had links) about taking on the studio production. 

 Then, after the American trip, came the research – and lots of it. 

 Extract From The Upcoming Book, ‘On Sound Foundations’ – Chapter 8: ‘Onwards And Upwards’

“I needed to understand the big picture, which meant getting to grips with lots of statistics about media trends generally, on- and off-line, and then drilling down into the specifics of podcasting.

“I also needed to approach the kind of professionals we would need to help us make the programmes, to see what they thought of the idea and – all-importantly – how willing they would be to buy into it.

“In the event, although I dreaded trying to process all the numbers, the global research was easier because I could do most of it on the web.

“The individual side, on the other hand, proved a little trickier logistically.

“First – and for me most feared – were the cold calls.  Within a few days of rejection after rejection, I soon realised I wasn’t the woman for that particular job.  It needed a professional.

“When Rob introduced Sue Ellen, of Direct Marketing Services, at the Savvy launch in May ’09, he described her as ‘a lady who lunches’, because I’d told him we’d met at an all-female networking event.  Actually, I was wrong.  Sue had called to invite me on behalf of the network, but she didn’t make it to the meeting herself.  It just shows how the memory can play tricks, doesn’t it?

“Fortunately, I kept hold of her name and number and in September ’07, I called her for help.

“By October, Sue was beavering away in the background, setting up phone appointments and meetings for me with potential expert panellists.  I spent a lot of my time whizzing all over the country.

“I was so keen to grab every opportunity that I must admit I wasn’t terribly time-efficient over that period.  I spent a whole day travelling up to York to have lunch with someone and did an overnighter in Liverpool for two meetings.  It was worthwhile, though, perhaps not always financially, but in the chances it gave me to meet people I would never otherwise have made contact with, and to discuss the project and get their feedback.”

March 26, 2010

What’s Your ‘UAP’?

No, that isn’t a typo in the title.  Back in the 70’s and 80’s, getting ahead in marketing was all about finding your ‘USP’ – your ‘unique selling point’ or ‘proposition’.  Now, it’s about three things – benefits, benefits and benefits!

I can see the logic behind that – we have to approach what we do from the customer’s perspective rather than our own (as I was saying about M & S not so long ago); but there’s a problem:  Picture yourself in a room with a bunch of lawyers, coaches – or sound people, if you like.  You know you need one of them, but how do you choose?  Chances are, they’ll all set out broadly the same benefits.  So you need to find something that distinguishes one from the rest – their ‘USP’.

Last week, I was talking about Mindy Gibbins-Klein’s book, “24 Carat BOLD”.  USPs are something Mindy and I disagree on.  She hates the phrase and I don’t.  Ok, so that might have something to do with a bit of piggyback brand awareness – the fact that USP means something else to me, beyond the out of favour marketing acronym.  Seriously, though, I do think it, or a descendant of it, has a place in marketing and brand awareness in the 21st century.  These days, we’ve moved away from the hard sell culture, towards a greater awareness of the importance of building good, strong relationships in business and relationships, whatever form they take, start with attraction.  So, perhaps what we should be developing is a UAP – unique attraction point.  What do you think?

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