THE
INTRIGUE EXPERT
5 Keys to
Communicating with Confidence
By Sam Horn, Intrigue Expert
and Communication Strategist
“If you want audiences to care; show F.L.A.I.R.” – Sam Horn,
author of POP!
As the official pitch coach for
Springboard Enterprises
(which has helped entrepreneurs such as Robin Chase of Zipcar and Gail
Goodman of Constant Contact receive more than $5 B in funding), my role is
to help business-owners design and deliver clear, compelling, confident,
commercially-viable presentations that help them close deals and land
funding.
I don’t waste my audiences’ or
clients’ valuable time by talking about how many words to put on their power
point slides. That information can be found in many other books or programs.
As The Intrigue Expert, my
specialty is showing people how to pleasantly surprise busy, jaded
decision-makers with approaches they haven’t heard before – approaches that
quickly communicate a convincing competitive edge that get eyebrows up and
smart-phones down.
Here are 5 ways you can walk into any room with FLAIR - the
confident “look of a leader” -and be your best self so you command the
attention and respect of everyone in the room.
F = FUN!
“Most of the time I don’t
have much fun. The rest of the time I don’t have any fun at all.” – Woody
Allen
Sound familiar? Many people are
so tight and tense during their presentation; it’s almost painful to watch.
Likability is not trivial - it plays a pivotal role in whether people listen
to you.
Fun is a sign of confidence. It
shows you’re comfortable in your own skin and can be counted on to wield
authority without getting weird. In fact, your ability to enjoy yourself in
front of a group is a sign you won’t panic under pressure or “choke” as a
project manager or leader.
In the Vancouver Olympics, #1
ranked snowboarder Shaun White was in danger of being eliminated from the
games after having a lousy first round. He and his coach actually went into
the back-country for some “goof off time.” Some of his competitors thought
he was taking a huge risk, but Shawn knew he’d lost himself in the pressure
and the only way he was going to win was to “find himself was by having
fun.” His strategy paid off with a gold medal.
Yes, asking for 5, 6 or 7
figures for your venture, non-profit or idea is “serious business;” but
don’t make it SO serious you lack personality or passion.
Stand in the wings beforehand
and put a HUGE SMILE on your face which increases likability.
Instead of filling your mind
with doubts and fears which feed nervousness, “(What if I forget what I’m
going to say? What if someone asks me something I don’t know?”) . . .
. . . fill your mind with
thoughts that fill you with joyful anticipation, “I am so GLAD to have this
opportunity to tell potential investors about what we’ve created. I am so
HAPPY to be here and have this chance to get funded. I am GRATEFUL we’ve
developed something I’m proud of that’s adding value. I am LOOKING FORWARD
to being IN MY WHEELHOUSE and having FUN. ”
L = LINK TO WHAT THEY LIKE
“The quickest way to help
decision-makers connect with your creation or company is to compare it to
something they already know and respect.” – Sam Horn, Intrigue Expert
Jan Bruce of New Life Solution
is already a successful entrepreneur having developed
meQuilibrim
(talk about a business name that POP!s).
Better yet, she has a
compelling “back-story.” As she confessed to our group, after selling a
business to Martha Stewart for millions, for some reason, Jan didn’t feel as
happy as hoped. In fact, she wondered, “Why am I feeling so bad when I am
doing so well?”
This prompted a quest to figure
out what was going on. Her research revealed that “stress is the new
‘obesity.’” It’s reached epidemic proportions, is compromising people’s
health and is costing companies billions.
Jan’s developed an “online,
guided, self-help program providing interactive education, behavior tools
and peer support on a scalable basis.”
HUH?
See, that’s the problem. That
sentence describes what her business does – but we still don’t get it. And
if we don’t get it, SHE won’t get it.
That’s where LINKING comes in.
Linking your idea to something your decision-makers already like provides
a shortcut to comprehension. A metaphor comparing your unfamiliar
business to something with which they’re already fond and familiar
fast-forwards understanding.
Jan knows this and excels at
it. What’s her “link to what they like” elevator intro?
“New Life Solution is like
Weight Watchers for stress.”
OOOHHHH. Got it.
Are you proposing an idea,
program, product or venture? What is it LIKE? Parallel what you’re
proposing to a proven entity to turn people’s confusion into clarity.
When you do this (i.e., “Jaws
is like Moby Dick with a shark”) you’ll get an intrigued “ooohhh”
which, believe me, is a lot better than a confused “huh?”
Linking to what your audience
likes contributes to your confidence because you know you’re getting
through – your decision-makers are getting and wanting what you’re saying -
instead of them disconnecting because they don’t understand.
A = Alliteration Gives
Audience Members a Hook on Which to Hang a Memory
“I have a photographic
memory. I just haven’t developed it yet.” – Jonathan Winters
Say these words.
Best Purchase.
Dirt Vacuum.
Bed, Toilet, Etc.
Kind of clunky, eh?
Now make those words
alliterative. (Alliteration is when words start with the same sound.)
Best Buy.
Dirt Devil.
Bed, Bath and Beyond.
More musical and memorable,
right?
This is not petty.
Repeatability is crucial to memorability.
And memorability is crucial to
you having the confidence that you’re winning enduring buy-in to your
message and won’t be forgotten the second you leave the stage.
When I spoke at the
Springboard Enterprises
Boot-Camp at Microsoft’s Boston location, each of the 21 entrepreneurs
(selected from more than 100 applicants) started with a 2 minute bio
presentation.
Their assignment? Tell us,
in 2 minutes, your strategic credentials and proven track record so we are
intrigued, impressed and convinced you have the clout to carry this off.
45 minutes later, here’s what I
told the group at the end of everyone’s bio presentations.
“Okay, I’m giving you each $10 million. You just heard 21
entrepreneurs introduce their business credentials. Who would you invest in?
Look around the room. WHO DO YOU REMEMBER? Do you remember ANY
of the names of the presenters or businesses? What do you remember that so
impressed you, you’re motivated to walk up to that person and initiate a
follow-up conversation?”
It was a sobering moment.
Because these entrepreneurs realized that most of what they just heard had
gone in one ear and out the other.
They realized that unless they
did something special with THEIR bio and presentation, the business they’d
invested their head, heart, soul and bank account in . . . may not even
register , much less be remembered by, future investors who’ve heard
thousands of pitches.
Think about it. These were 2
minute pitches. Many pitch forums feature twenty or thirty 10 minute
presentations, back to back. Imagine sitting through 8+ hours of pitches.
At the end of a l-o-n-g day,
pitches start to blend together. It’s hard to remember who was who. Unless
you do something special to stand out, you’ll be out of sight, out of mind.
That’s why it’s essential to
give your audience hooks on which to hang a memory.
If you care about your idea,
message or business, it’s YOUR responsibility to communicate it so crisply
and confidently, YOU’RE THE ONE they remember . . . YOU’RE the one they
respect . . . YOU’RE the one they want to talk to at the end of the day.
Alliteration helps you POP! out
of the pack.
Look at your program or product
description, web copy and business name/slogan. Are you using alliteration,
i.e., Rolls Royce. Dunkin Donuts. Java Jacket. Merlin Mobility?
If so, good for you. If not,
rework your important sentences so they have words that start with the same
sound. It will make your language more lyrical and contribute to your
confidence that you’ll be the one who’s top of mind (vs.
out-of-sight, out-of-mind) at the end of a long day.
I = Inflection and “In Your Body” Posture
“My job is to talk; your job
is to listen. If you finish first, please let me know.” – Harry Herschfield
I’ll never forget it. I was
speaking a high-profile, national conference and this was the opening
session featuring several big gun keynoters. Seth Godin. Tom Peters. Jim
Collins. Tim Ferris. They were all there. Everyone was on the edge of their
seats, listening to every word.
A female CEO of a billion
dollar company was introduced next. She walked to the center of the stage,
stood with her feet together, and crossed her hands in the . . . Fig Leaf
Position.
Yikes. Standing with her feet
together made her appear off-balance, like she was teetering.
Plus, holding your hands in the
Fig leaf Position is a defensive posture that makes you look like you
have something to hide. It pulls your head and shoulders down and collapses
your body which creates a Cower stance that makes you look
submissive.
This female executive’s first
words, “I was telling my grand-daughters yesterday . . .”were said in a
querulous voice with upward inflection.
Within seconds, the digital
devices came out and people started texting. Which was a shame because this
CEO is a respected leader who’s done an excellent job running her company.
Whether it’s fair or not,
people form their first impression by how you hold yourself, by the volume
and tone of your voice, and by your opening words.
A meek or weak voice sends the
message you have trouble speaking up for yourself - you don’t believe you
deserve to be heard. Those are red flags to anyone deciding whether to hire
you, promote you, fund you or give you their valuable mind and time.
Plus, ending sentences with
upward inflection and speaking in a sing-songy “Valley-Girl” voice makes you
seem unsure, hesitant, like you’re seeking approval.
One of the first steps to
feeling and looking confident is to lose
the “Little Girl Voice.”
A coquettish, “I hope you like
me” voice will undermine the perception you have the clout to lead a
company, carry off a multi-million dollar venture, or manage hundreds of
employees.
Instead, do what TV
broadcasters are taught to do their first day on the job.
End your sentences with
downward inflection to project a voice of authority.
Try it right now. Imagine
you’re pitching to venture capitalists and they’ve asked, “How much money
are you seeking?”
Say, “$500,000″
with upward inflection at the end. Hear how it sounds tentative? Like you
tossing it out there and HOPING they say yes?
Now say, “$500,000″
with downward inflection at the end. Hear how it comes across with more
certainty? Like this is a justifiable figure you deserve to get?
When presenting, don’t use a
casual, conversational tone. It’s tough to hear and doesn’t connote
authority. PROJECT so every single person in the room can hear every single
word.
Never, ever force an audience
member to have to ask, “Can you please speak up? I can’t hear what you’re
saying.” The truth is, if people have a hard time hearing you, they usually
won’t ask you to speak louder . . . they’ll just give up and tune out or
start checking their email.
Want another way to feel
confident? Get IN YOUR BODY by TOWERING vs. COWERING.
When you’re introduced, stride
to the center of the stage, plant your feet shoulder width apart and bend
your knees slightly so you feel and appear grounded.
This balanced, athletic stance
helps you feel in your body (vs. in your head) – and helps you
stay “rooted” in one spot so you’re less likely to rock or pace back and
forth.
Nervous movement patterns
distract from your credibility because they give the impression you’re
flighty and can’t or won’t hold your ground.
Now, instead of assuming the
“fig leaf position,” hold your hands out in front of you like you’re holding
a basketball. This opens you to your audience and frees your hands to make
organic, natural gestures that illustrate what you’re saying.
Furthermore, this
Basketball Position helps you straighten up and stand tall. Pull
your shoulders back and instead of ducking your head, hold your head
high.
Aaahh . . . that’s better. Feel
how this Tower stance makes you look and feel like an
athlete? This IN YOUR BODY posture is now contributing to (vs.
compromising) your confidence.
R = Rhythm and Rhyme
“It don’t mean a thing if it ain’t got that swing.” – Duke
Ellington
Many people have seen hundreds,
if not thousands, of presentations. After awhile, speakers start to sound
alike – and that undermines our confidence if we think that what we’re
saying is going to same-old, same-old and quickly forgotten.
On the other hand, it helps our
confidence if we’ve crafted content that we know is going to get noticed and
remembered.
One of the best ways to do that
is to use R = Rhythm. Duke was right. When you put things in a
beat; you make them easy to repeat.
Hence the enduring popularity
of such “earworm” ad slogans as “I Can’t Believe I Ate The W-h-o-l-e
Thing” (Alka Seltzer) and “Takes a Licking and Keeps on Ticking”
(Timex)
Chances are, you haven’t heard
those jingles for years: yet you can still repeat them, word for
word, in the same cadence you first heard them.
When I prep clients for their
presentations or media interviews, one of our priorities is to create a
proprietary phrase that pays that showcases their strongest selling
point.
We work on saying it clearly
and distinctly so anyone can repeat it, word for word, after hearing
it once. One way to do that is to pause and punch.
When nervous, or when trying to
jam a lot of material into a short amount of time, many speakers blush
and rush. They jumble their words together.
The consequence is people don’t
“get” your name or your important points – which means they won’t be able to
repeat them a minute, hour or week later – which means you and your message
had no enduring impact. Not good.
Put a pause between your first
and last name (i.e., Sam – Horn) or before an important statistic – has
spoken to more than a . . . half million people . . . around the
world . . . . so each word is distinct . . . and will be imprinted.
E – nun – ci – ate each
syllable of your business name – and put a 3 beat pause between crucial
words in a quote, slogan or elevator intro – to make sure people got it
the first time.
For example, In
-- trigue . . . In – sti – tute. Two monologues . . .
don’t make a . . . dialogue. I help . . . entrepreneurs . . .
executives . . . and organizations . . . create more compelling
communications.
This may sound petty or like
I’m making a big deal out of nothing.
However, if people can’t
repeat your name or elevator intro, they didn’t get your name and elevator
intro. . . which means you may not get their business.
Another way to have
confidence you and your message are going to get remembered is to use R =
Rhyme, which is sublime . . . because it helps you get remembered over time.
One of my favorite examples of
this comes from the U.S. Government.
They were concerned years ago
about the number of fatalities and injuries in car accidents so they
invested a lot of money to create a public service campaign called “Buckle
Up for Safety.”
Hmmm. Are you motivated to just
run out and fasten your seat belt? No one seemed to care and no one was
inspired to change their behavior.
So, they went back to the
drawing board. Or, as comedian George Carlin was famous for saying, “What
did we go back to before there were drawing boards?”
This time, they put their
slogan in a rhyme that had a distinctive beat. I bet you know what I’m
talking about. Yep, Clickit or Ticket.
Not only did that catchy
phrase that pays catch on, it’s motivated people to buckle up and, as a
result, the number of injuries and fatalities has decreased.
All this goes to prove that
phrasing isn’t petty. You can spend hours and thousands of dollars on
fancy power point slides, bar charts and graphics. But if you blush and
rush through your material and your audience doesn’t understand or can’t
remember anything you said – it will all be for naught.
If you want to have the confidence that you and your message will
be top-of-mind at the end of a long day – remember these 5 elements when
designing and delivering your presentation.
F = Fun.
If you’re not having fun; they’re not having fun.
L = Link.
Compare what you do to something with which they’re fond and familiar to
fast-forward comprehension and buy-in.
A = Alliteration.
It’s working for Java Jacket, Best Buy and Dunkin Donuts. Why not for you?
I = Inflection and In Your
Body Posture. Tower
(vs. cower) and speak with downward inflection so you have the look
and voice of authority.
R = Rhythm and Rhyme.
Craft a phrase that pays and make it easy to repeat so you’re
the one who gets remembered and funded and you’re the one with the long tail
of influence.
- - - - - - - - - -
- - - -
Want more ways to communicate
confidently and compellingly? Check out
POP!
– which has been featured on MSNBC and in the New York Times and
Washington Post – so every time you speak, you’re confident of your
ability to intrigue and favorably impress everyone in the room.
Or, contact us at
Sam@SamHorn.com
to arrange for Sam to share her “Confident Communication” techniques with
your organization or to work with you one-on-one so your next presentation,
pitch and/or media interview is the BEST you’ve ever given.
Sam Horn, Intrigue Expert, helps entrepreneurs, executives and organizations
communicate more compellingly. Clients include Cisco, Intel, Capital One,
NASA and EO chapters around the world including London, Geneva, Amsterdam,
Berlin, Boston and Toronto.
www.SamHorn.com
©Copyright 2011 Sam Horn
Visit Sam’s website to
purchase, and download instantly, her 3-part video series on POP! Your
Pitch, Close the Deal, Get the Money. Study these videos so you know
how to prepare your power point slides, walk in with confidence, command
respect and convince everyone in the room that it’s in their best interests
to give you a “YES” or a contract.
Each part is between
22-28 minutes long.
Part I: Intrigue and
Impress Investors, Decision-Makers and Potential Customers in the First 60
Seconds
Part II: Project a
Poised, Powerful Leadership Presence that Owns the Room and Commands Respect
Part III: Close the
Deal, Get the Money and Motivate People to Act
The price is $79/each,
or buy all three for $179.
www.SamHorn.com
(Download
this article in
pdf. here)
ˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉˉ
Want more ways to
communicate confidently and compellingly? Check out
POP!
– which has been featured on MSNBC and in the New York Times and
Washington Post – so every time you speak, you’re confident of your
ability to intrigue and favorably impress everyone in the room.
Or, contact us at
Sam@SamHorn.com
to arrange for Sam to share her “Confident Communication” techniques with
your organization or to work with you one-on-one so your next presentation,
pitch and/or media interview is the BEST you’ve ever given.
Sam Horn, Intrigue Expert,
helps entrepreneurs, executives and organizations communicate more
compellingly. Clients include Cisco, Intel, Capital One, NASA and EO
chapters around the world including London, Geneva, Amsterdam, Berlin,
Boston and Toronto.
www.SamHorn.com
©Copyright 2011 Sam Horn
