Tag Archives: audience

Decrease Your Disparity Gap

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Posted by Kelly Decker | May 15, 2013 | 0 Comments | Tweet this

Snow White

Who do you see when you look in the mirror? Is it the same person your boss, your family, your audience and everyone else sees?

All of us, men and women, alike, can be our own harshest critics. That’s why Dove’s Real Beauty Sketches campaign immediately went viral (as did its parodies).

For those of you who haven’t seen it, yet, the campaign features a forensic sketch artist from the FBI. He asked women to describe the way their faces looked, and he drew a sketch based on each of their descriptions. Then he repeated the process with someone else, a complete stranger, who had just met the same women. The result:

Two pretty different pictures.

The same thing happens when we are speaking. We think we are doing one thing with our actions (based on how it feels when we do them), but the people watching us often experience something different.

The best way way to decrease this disparity gap is by watching yourself on video.

The audience can’t see your heart pounding out of your chest or your mind spinning out of control. They don’t know what section of your notes never made it into your presentation. They only learn what you give them. With the help of our coaches and your video, you learn how to turn your ineffective habits into better ones.

Here’s your assignment:

Using your computer (or phone or camera), record yourself practicing a presentation, or rehearsing the opening you intend to give at your next meeting.

Then, watch it. See yourself as your audience will see you.

If you really want to improve, do it again.

And when you repeat the process, try to over do something. Fake it till you become it. Get out of your comfort zone. Consider:

Own your space, and own your next opportunity. Got it? Now get it on video!

 

Communicating Likability

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Posted by Bert Decker | May 1, 2013 | 0 Comments | Tweet this

In effective communicating, it’s not just important to be likable, but to exude likability. Proof? The Voice vs. American Idol.

Are you an old time addict of American Idol as I was? I even blogged on how critical confidence was for success – probably my favorite Idol of all time was Melinda Doolittle, who could have won, except for her lack of confidence. Great voice, sad result. But I digress.

The Voice has knocked American Idol off it’s long standing ratings perch – dramatically. Reason: the new judges. Both shows boost deep talent as they move into the final contests, but the difference between the judges is night and day.

The Voice:

The VoiceUsher and Shakira have joined Blake Shelton and Adam Levine as judges on The Voice. Usher is as mellow as can be, and Shakira is strong and friendly. Most importantly – they all have a good time with each other. They communicate likability – among themselves, as well as to the audience. And watching the show at home, we want to join them, see them and be with them.

Result: Millions of viewers can’t wait to tune in again next week.

American Idol:

Idol_2013

Nicki Minaj and Mariah Carey have joined Keith Urban and Randy Jackson (the only original judge). Minaj is “I centered” and frankly, unlikable. Carey is often at a loss for words; she usually looks up and away left rather than at the contestant she’s talking to, and she seems lost. Most importantly – they don’t have a good time together. Minaj and Carey either ignore each other, or are ready for a cat fight. We don’t want to be with them, and the only reason we might want to watch them is to see what Nicki Minaj is going to say or do next.

Result: Short term impact, not long term viewers.

The Rest of Us:

You and I are not seen by millions of viewers, nor do we have to compete for high ratings. But we ARE seen by dozens of people daily who DO give us ratings, whether we like it or not. On influence. On effectiveness. On whether they want to be with us? Are you communicating likability?

Are you aware of what you are communicating? Get yourself on video, check it out, and then you can choose whether you want to be like Nicki Minaj – or Shakira and the gang.

Sticky Statistics

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Posted by Kelly Decker | April 11, 2013 | 1 Comment | Tweet this

Statistics Soup
Sometimes it feels like life has become a series of statistics. Thing A is the #1 cause of Disease B, only 56% of Demographic C believes in Opinion D, and so on.

At some point, we become worn down by the numbers, and they lose their impact. So, what do you do when you’re in a situation where you have to communicate an important statistic amidst a sea of other people’s data? Don’t make the mistake of delivering stats and numbers all by themselves.

Instead, take a page from the American Heart Association and make your point using a story. We just stumbled upon this video and, well, let’s just say it feels familiar to yours truly (a mother of three boys).

Children running around the house? Check. A thousand things to do? Check. Reviewing a proposal for a new client while dodging bouncy balls? I could write a book on that skill.

And let’s not forget, “Could you make it ten minutes instead of two? The house is a mess.” Check.

Yikes – that person having a heart attack could be me.

Or it could be your wife.

This clip is sticky (we’ll teach you more on that here) because it’s unexpected, as well as humorous, emotional and story-based. And this video has already saved at least one person’s life.

How do you make statistics sticky? Begin by connecting the dots.

  • 1:  Numbers don’t stick. You’ve got to drag your statistics into the range where your audience’s intuition works. Chances are – you might also need to simplify the statistic, or convert it into a more familiar, tangible number.
  • 2:  Think through a day in the life of your audience. Bring their experience to bear through your statistic. Use a human scale, such as hours spent with their children. What does their day-to-day routine look like? Picture them waking up in the morning. What are their fears, their dreams and their inspirations?
  • 3:  Tell me a story about it. Get the audience to say, “Oh, that’s me.” In the video, the answer was obvious: Moms have a million things going on. We worry about our kids instead of ourselves. And no matter how much control we have, shocking things can still happen to us. Play up that angle, and voila!

Do you need a movie star like Elizabeth Banks in order to deliver a sticky message? No – these ideas are all around us. You just have to make the connection between your narrative and your audience.

What other serious subjects have you seen delivered as funny narratives? Share them with us in the comments, below!

Listen Up: It’s Time for The Big Dance

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Posted by Ben Decker | March 20, 2013 | 0 Comments | Tweet this

Ever give instructions to a group and the voice in the back of your head says, “they’ll know what I mean”? Well, that doesn’t always work. Even when you’re working with the best people.

March Madness at Decker Communications

It happened in our office just this week when we set up our Decker Team Tournament Pool for March Madness.  For those of us who are college basketball fans, it was obvious what to do – and how to fill out a bracket. Others asked what they should do with the blank lines  – and if they could dance, too. It turned into a bit of a minefield (just look at some of these FAQs!).

The familiar lesson bears repeating: Stay listener focused, no matter what.

Whether you are sending an instructional email, giving a presentation, leading a meeting or attending a networking event, take the extra time to frame your message specifically  for your audience.

Start by answering these questions about your listeners:

  • Demographics – Who are they? How old are they? What is their occupation or role in the company? What is their cultural makeup? Why are they being included?
  • Needs and interests – How are they motivated? How can you help them? Are they data driven, or business driven? Do they want or need to be included?
  • Attitudes – What do they know about the subject? What do they know about you? How do they feel about you? Will you have to overcome apathy, opposition or resilience? What would make them resistant?

Examining the unique DNA – demographics, needs and attitudes – of your audience will help you understand your listeners. It’s not about you. Think very specifically about the characteristics of your audience.

Does college basketball pulse through everyone’s veins, or are some people missing that chromosome? It depends on your audience.

There is no such thing as private communication. Who are your listeners?

Audience Analysis: Nonverbal Cues & Clues

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Posted by Ben Decker | January 17, 2013 | 3 Comments | Tweet this

Waiter Audience Analysis - Non Verbal Cues and Clues

You’re out to dinner with friends, and one of them is in the midst of telling a great story. She’s gesturing wildly, her intonation ebbing and flowing, her energy rising as the story builds. Just as she’s about to reveal the climax, here comes a waiter to cut her off and announce the evening’s specials.

Sound familiar? Probably. Happens all the time.

Thankfully, as noted in this Wall Street Journal article, restaurants are ditching the robotic, “Here I am, and I will be your server” script. Instead, waiters are being taught how to read the table. One waiter profiled talks about how to read groups: one that is looking at each other probably means they’re friendly; glancing around the room or fidgeting likely equates to an uncomfortable work meeting.

Likewise, you should be ditch the “Here I am, and I will be leading your meeting” script. Also, ditch the “Here I am, and I will be presenting from PowerPoint” script. There should be no such script.

Instead, start by knowing your stuff. Then – like the waiters in the article – have eyes for your audience.

When you walk into the room, are they all business talk? You may need to divert from your planned introduction and warm up the room instead. If they’re laughing and telling jokes? That battle has already been won.

But what if you see them shifting in their chairs or checking the clock? Cut to the chase.

Who cares about your message? You do! Take charge – use these tips as you read your audience:

Vary your intonation: Vocal variety is one the Big 6 behaviors (from You’ve Got to Be Believed to Be Heard) for a reason. We adults tune out pretty quickly. Altering your vocals – raising your voice, lowering it for a moment, pausing  – is the perfect way to recapture everyone’s attention. “I Have a Dream” would not have changed with the world had it been monotone.

Stop talking altogether: Remember when your grade school teacher used to stop mid-sentence when everyone was talking? It’s just as effective to use on a room full of adults, when the “talking” may take place on smart phones and laptops.

Walk towards your audience: Specifically, walk in the direction of anyone whose mind appears to be elsewhere. When someone moves, our brain has to expend a little extra energy following the movement. When someone moves towards you? Even more so.  (And you – or your audience member – will probably even put down that smart phone.)

How have you seen effective communicators reign in a distracted audience? Tell us in the comments.