Ever had that feeling that your point is just not being heard?
Once a week Mr.C, the kids and I go for “Family Breakfast”. This week my son needed to do his maths homework while we were waiting for food to arrive. His head was in maths when my husband said: “Mate, we have got to sort out your handwriting”.
(For context – his teachers over the last year or so have said this is something he could do with working on)
The 11-year-old immediately went on the defensive and the usual bickering then ensued.
The outcome? Our son won’t be changing his handwriting any time soon. My husband is frustrated that yet again he’s not been heard. And in a few weeks time, the same thing will happen again. In short – no one benefits and nothing changes.
Getting someone to buy into your point is something we have to do every day, whether you are on air, on screen, on stage, in a meeting, or just trying to get the other half to empty the bins.
And this one technique never fails: start by acknowledging your audience’s reality.
You know yourself that no one is going to change your mind about anything if they start talking to you while your head is in something else. And if you’re anything like me, my head is constantly in something.
Acknowledging the reality of the person you’re talking to allows their brain to come to you before you start getting into what it is you want to ask of them.
So if my husband had taken this tack:
“Is that your maths homework? How are you getting on with it?”
He would have engaged our son immediately. And after listening he may have been able to weave the conversation to something like:
“You know your teachers were talking about you improving your handwriting? Have you been working on it at all?”
“It’s just I can’t help but notice that you’re still struggling to get it neat – is there anything we can do to help it get better?”
Yes, it takes a little longer, but it has great results.
I had a builder that wasn’t answering my calls once, we had discovered a leak as a result of some work he had done, and I needed it fixing. He wasn’t returning my calls, and then I left this message:
“Hi. I know you’re likely to be super busy and the last thing you want is this old work to come back to haunt you, so if you could give me a call we can get it off your plate and out your hair as soon as possible”
He called me before the end of the day.
On stage you often see comedians start their sets by commenting on the location, whether that be the room itself or whether that be the town.
You can do the same in your presentation with something called a “Yes Set”. This is a simple technique that encourages the audience to agree with you too.
“I know you want to get home on time today”
Audience brain: “yes”
“And that you have seen a lot of people today”
Audience brain: “yes”
“So let me get straight to the point…”
Audience brain “yes”
The challenge is that you can’t see what your audience is doing, so really you are guessing as to their reality at the moment they are listening!
Sometimes it’s safe to assume. Often acknowledging your listeners’ reality is in capturing the time of day and the sense of the day. Saying hello and letting them know where they are, also acknowledges that that is their reality (eg “this is station FM / the pod podcast”).
Taking the time to introduce a topic with the listener experience is a clear way to ensure you are acknowledging their reality.
Rather than saying “There is a survey this morning that says meat is bad for you, so we have an expert here to talk about the challenge of getting people to stop eating it”
You might say “Imagine you are happily tucking into your favorite food, for someone to tell you that it’s significantly worse for you – would that stop you from eating it?”
In the alternative music stations I worked at, it wasn’t the “done thing” to admit this – but if you’ve ever been to a Coldplay gig, you’ll just know. In fact on New Year’s Eve my husband and I found ourselves glued to their gig on the telly recounting just how good they were when we went to see them in Manchester the year before.
Why do I like Coldplay?
Well because they “speak to me”… (no really)
Take the lyrics to “Fix You” :
“If you try your best, and you don’t succeeeeeed”
Well, actually, yes I have tried my best a million times and I haven’t succeeded! How did they know I failed at so many things?
“If you get what you want, but not what you neeeeeed”
Well, actually, yes I know what this is. I remember the time Mr C and I decided that he should work away from home because it was a great opportunity and we wanted him to do it, but then it played havoc with the needs of our relationship… How did Coldplay know I felt like that?!
Coldplay songs use language the same way that politicians and horoscopes use language. It’s “Chunked Up”.
The power of chunked up language is that the people listening to it can add their own conclusion. When Trump promised to “Make America Great Again” those followers can add their own opinions to that. When Obama said “Yes We Can” those followers could will whatever change they believed in.
In short, using language in this way is highly influential and powerful.
The language may appeal to many but the source is in the personal. When you feel something, or think something, or observe something human you can almost guarantee that there is a universal emotion or experience in it.
For example: like when I put a pair of socks in the washing machine, no matter how many times I think I’ve nailed it: only one comes out! Where does it go??
In presenting to a group of people I might say: “You know that moment you can’t find the other sock?!” – this is open enough for them to engage their own experience but it is based in my one experience.
You can keep chunking up though until you reach: “If you try your best, but you don’t succeed” 🙂
So you can use this sort of language to engage people on a larger level and to create your powerful message. However, when you are in a one to one situation and you are listening in an interview, or coaching, situation these chunked up lines are the ones to challenge.
They may come out like this: “Everyone thinks that Brexit is a bad idea”
The reply question might be “Who is ‘everyone’?”
Or “Research says that people cannot survive in this environment”
The reply might be “what research is that?” Or “what is it about that environment specifically?”
Or when your boss says: “We need to own the patch”
The reply might be “what does that look or sound like?”
The coolest thing ever about chunking up is that in a disagreement if you keep chunking up the ideas and the intent (not just the language) you will find that quite often you agree with each other. Then it is about finding the way to work out the route to getting the results you want.
So, use chunking up, and listen out for it, as it will help you gain clarity and followers! And also, Coldplay, yes?
Reviews used to solely be the rulers of the Theatre, Movies and Restaurants, with the “reviewers” in the newspapers given the credit of expert holding the success of their reviewees in the tip of their pens. In the 90s characters like actor Joey Tribbiani (yes, from Friends) were seen marching the streets of New York at 1 am, desperate to read the review of his play except: “Joey Tribbiani was able to achieve brilliant new levels of…. Sucking!”
These days everyone can review anything. And in the podcast world, those reviews are (currently) vital to the algorithm that helps the new audience find your podcast.
The issue is that to get people to review your podcast you have to ask them to. And that feels weird. It’s not in our nature to demand things for ourselves. It turns out though, you really can be quite demanding before someone will get mad at you! So after 4 months of asking nay BEGGING for reviews, I managed to learn and observe a few things to get it to work better:
Don’t Be Afraid To Ask – And Keep Asking
When you work in commercial radio you become accustomed to repeating your message – especially the more sales type ones. The idea being that not everyone is listening all the time to the linear broadcast format, and repetition means your audience remembers what they have heard. As a programmer I often winced at the number of times we would run premium text competitions in one day – but the audience would never fail to take part and the more we said it… the more money we would make (I know, makes you want to puke right?!)
So how often should you ask for reviews?
The answer – every episode. Oh, wait no, that’s not true.
Everyday Positivity is daily, and it usually only runs for up to 2 minutes. We recognised that we needed more reviews to get the Flash Briefing in front of more people. Every day asking for reviews, with a sell that sometimes ran to 60 seconds worth of instructions. The reviews went rocketing up and we started to grow the audience.
Then the inevitable happened:
Through reading the reviews I discovered that the repetition and lengthy way of asking for the reviews was not going down well with the audience:
“This is about 50% positivity and 50% fishing for reviews. Annoying.”
The solution has been to drop to 1 review request every 4 days and to keep it sharp. This means we are getting a steady flow of reviews, and (when I just checked while writing this) the number of irritated reviews has dropped off.
So context matters – if you do a weekly 30-minute podcast, a 1-minute review request is pretty harmless every episode. Every day for 2 minutes – a lighter less frequent review request works better.
2.What’s In It For Them
I have heard some podcasts give random prizes for reviews and I’ve seen articles about how that doesn’t work for the audience. Again I think it depends on your podcast and your audience as to whether this type of incentivisation works.
What is essential is that your “why” should be clear. Communicate your intent. I want everyone to know about Everyday Positivity because I want to help as many people as I can. So I say that when I talk about the reviews. “Leave a review and together we can make the world more positive”
Why should they review your podcast? Are they part of something if they do? What is the impact of their review?
3. Read Some Out
This week I started reading out reviews. It’s the social proof that your listeners need to know that this is what other people do too. They aren’t “weird” for doing it
I recently sampled The Property Podcast who did their review request about two thirds in. In reading the reviews they not only told other listeners that their podcast was great, they also sounded like they were talking to their audience by answering any questions that came up.
Oh and their line which I thought was nice: “Thanks to your reviews, we remain the most popular property podcast”
4. Give a strong call to action
Reviews aren’t easy to do. They may be easy to click through, but your listener is only going to want to go through it if they have absolutely nothing better to do. (See “Why”)
So make it as clear and easy as possible, and from time to time put the directions on how to review in there too.
5. Make It Fun
The Eggchasers Rugby Podcast (highly popular Rugby Podcast) will use their reviews as an opportunity for their listeners to be funny. They read out and encourage the listeners that leave a 5-star review and tongue in cheek joke about how awful the podcast is! This causes fun and hilarity all-round.
I’ve not worked out how to do this for my short form pod yet but I always think about how creative it is and think about how I can make the reviews read more fun.
My favourite thing about getting reviews is that you can really hone your podcast. It encourages you to try and so you do a bit, and then get some feedback, and if you use that feedback wisely you can streamline your podcast into a really bright, marvellous programme with a growing active audience.
Content Ideas are the elixir of any regular Content Creator: when you have them it’s easy to create amazing content, when you don’t it’s hard work.
Firstly – let me clear this up – you are a Content Creator if you are presenting to anyone about anything on any platform. So yes, that’s you.
Now for the ‘hard work’ part.
When I run out of ideas, I don’t just run out of ideas and think “it’s OK Kate, you’re just having a bad day”… I have a catastrophic crisis of confidence.
Last week I sat down to write this blog…with nothing. I put it off for 3 days and nothing came to me. I then thought about not writing it at all. Then the evil inner voice started telling me that this was always going to happen, that inside you’ve known all along that you’re not really that good at this and everyone is going to find out. Then I had an adult tantrum, had some gin and went to bed.
I finally talked to my colleague who said “what about a blog about coming up with ideas?”
Which shook me out of my strop to go through the process I always go through (and had forgotten) when I need inspiration for new ideas.
Use Your Life
I say this all the time. Finding the best way to connect with your audience is to find a common bond. And the most basic common bond is that we are all human. What makes us human? : The personal, the quirks, the niggles, the crazy, the silly and the obsessive. Loves, hates, passions, relationships, and emotions.
Look at what has happened to you recently to pull out some stories from there. Dig deep. If it helps, comedian Steve Martin suggests sitting in a coffee shop for 3 hours and making a note of all the things you see, think and feel. That should be plenty to get you started!
On the search for inspiration, sometimes the outside world can help. When I record my Everyday Positivity Flash Briefing I record 5-10 at a time. I keep a note of significant dates, events, film releases, TV shows, birthdays, anniversaries and use them in my content.
I did a whole 2-minute episode about how I love mountains because they are something that you view from far away, and if we look at our life from far away, maybe it would look just as great! I do genuinely think this but the content starter for it? It’s International Mountain Day that day.
While topicality can create ideas, it is mostly useful for relevance. For example, I talked about Black Friday as an example of using positive language on the 23rd November 2018 Black Friday episode. The episode was about using “and” rather than “but”, with the punchline “I bought loads of amazing things in the Black Friday sales AND I saved a load of money”…
3. Do a Mind Map
No really. Just get writing.
I love a mind map, but I like to do them on my own! I relax my mind and the start listing ideas. Then I add associations, then opposites and then more associations and opposites and it usually throws up something I’d not thought of.
4. What does your audience NEED?
The best content is the content that adds value to your audience. I have heard the words “pain points” being bandied around recently in business. Find your client’s “pain point” and then give them a solution for that, is the advice. I guess the best thing to do is be useful to them.
And sometimes just asking your audience for what they need can create the best content. What do they struggle with? What would they like to know?
When all else fails though – I will always recommend sleeping on it.
You know the idea that comes to you in the shower or on the sunbed – there’s a scientific reason for it. You need to let your brain state drift and it will pop ideas in.
Last week when I did the Content Mind Map I slept on it, and then while driving the following morning last week’s blog about Script Reading popped into my head!
So maybe fill yourself up with inspiration and then have a lie-down!
“I am not good enough at this,” is what usually goes through your mind at a certain point of any creative project.
Usually right before the deadline.
When I am recording my Everyday Positivity links and I think “ugh why on earth is anyone going to like these?!”, or when I am halfway through a painting commission and I think “gah this isn’t how I wanted it to look! Why can’t I do it like Picasso?”, or most likely when I get to rehearsing my presentation so many times and I think “this just does not feel new enough – no one is going to like it!”
Inevitably on all counts, I make the piece, I show it to the audience and the feedback is great. I had nothing to worry about.
The problem: You get too close, and you get too saturated in it
In her book “Running Like A Girl” Alex Hemingsly recounts a dinner where her friends are asking her about the running she is doing for the book (for which the deadline is looming) and she loses it, having a massive strop about how she never wants to run again.
She got too close. She got too saturated.
Countless podcaster friends and event organiser friends and writer friends and broadcaster friends all tell of the moment where they think “I never ever want to do this again”!
They get too close. They get too saturated.
Inevitably they push through the feeling, and they create something wonderful with a huge adrenaline surge that makes them want to do it again (rather like giving birth where you forget the pain so you do it again – big THANKS hormones!)
An artist friend of mine once gave me some great advice about this feeling. She told me whenever I created a piece of art that I shouldn’t look at it for 6 weeks. “Art gets better in the drawers,” she said. Funnily enough writer Stephen King says something similar about the art of writing, in his book ‘On Writing’
If what you are doing feels like it’s rubbish, then it’s time to put some space and time between it. I record my Everyday Positivity a little in advance so when I hear it go out it could be a week since I recorded it. I am always pleasantly surprised by it – that it is much better than I thought it would be. Mostly because I have forgotten what I’ve said during the recording!
Space and time allow you to give yourself some useful feedback. Use it to get confident in your ability, to get self-aware, and improve your self-belief. Nine times out of ten a speaking client will watch themselves back and say “oh that’s not as bad as I thought it was going to be”. Space and time provide objectivity, it helps you to forget the nerves you felt in the cock-up, and look at how you could have dealt with it better.
So, if it’s not got better in the drawers, then you know you can work on the craft some more. If it has, you can stop berating yourself in the process.
At some point in history, someone told you that you were erm-ing too much. Someone did. Or maybe something happened to convince you that it was a bad thing. Or do we just know instinctively, because ERM is the word most people are afraid of?
Let’s get one thing clear: To “erm” is human. To “erm” repeatedly when you are trying to make a point, can become distracting.
As with all vocal or physical gestures, once you start repeating them THAT’s when they become annoying.