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By Ian Brodie

Here’s the second insight I got from Susan as we were preparing for this week’s “Speak In Sound Bites” webinar (click here for free registration).

Yesterday I mentioned how you could apply the lessons of media appearances to more everyday communications.

Here’s the surprising corollary: you can apply the lessons of everyday communications to media appearances.

Before I explain what I mean, here’s a story from magician John Lenahan I heard from him at a conference a few years ago.

John was describing being at FISM (the “world championship of magic”) where a whole room of magicians were being entertained by the legendary Juan Tamariz. John watched as everyone had a great time. They laughed, they gasped, they clapped.

But John could also feel that he had a special connection with Tamariz. Like he was his favourite audience member. It was subtle. Just a smile, a look, a laugh every now and then. But John knew he was the favourite.

After the performance John spoke to some of his buddies in the bar. Surprise surprise, they all said the exact same thing. They’d seen everyone else enjoying the show, but they knew that secretly, they were Tamariz’s favourite audience member.

After arguing for a while over just who was the special favourite, John realised that he’d come across the secret of a truly great performer. They make everyone feel like they’re performing just for them. That they’re the special one.

Turns out it’s the same with media appearances. You’re not speaking to an “audience”. You’re speaking to everyone individually. You and them. One to one.

The way to make a media appearance successful is to use the same skills you would in everyday communication. Be authentic. Talk person to person. Share your truth. One to one.

We often get overwhelmed when we think about speaking to a big audience – especially if it’s on video or radio. I know I certainly did and still do. But if you just focus on speaking as if you’re talking to one person…

…making that individual connection. Then that’s how people will hear you.

They’ll hear you talking to them personally. And you’ll have impact.

Join Susan and me on the webinar next Wednesday 24th to learn more techniques for making your communication effective (and profitable).

You can sign up here: Speak in Sound Bites Webinar >>

Ian Brodie is a marketing specialist and author of Pain Free Marketing the step-by-step guide to attracting and winning more clients without the pain and expense of traditional marketing.

When he’s not working with clients to help them grow their sales, he’s relaxing with his family or dreaming about Newcastle United winning the Premier League.


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