Don’t worry! It’s not too late. Now is the best time to stand out with your video. Cisco projects within three years every business will have video on their sites to gain visibility and Search Engine Optimization. The days of static Website brochures are over. No graphic or visual will ever be as compelling as you.

In the visual world we live in, people want to see you and hear you. Next to showing up in person, video is your strongest form of communication and marketing skill. It is a powerful tool to introduce yourself to potential new business, remind former clients they need you, motivate your employees, position your expertise and help the media track you for interviews.

In the Startegic Studios Video Technique series you will learn skills to help improve your online videos. Here we go! First tip, don’t try this at home. Your video needs to look as professional as you are.

The challenges that hold most people back include the lack of confidence, strategy, messaging, how to get a professionally produced video and the skill it takes to appear comfortable and conversational in front of a TV camera. Now that’s a problem. Not many people can master the art of communicating and connecting with viewers while standing in front of the camera talking about themselves. We don’t want anyone to confuse the art of connective communication with talking.

Up next: Preparation, Presence and Performance

Stay Tuned!

Judy Jernudd
Startegic Studios

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I can’t think of one star in business, film, television, sports or politics who doesn’t experience anxiety before a performance, a new audience or delivering a speech. The challenge is knowing how to use it to your advantage.

If you’re like the majority of people I coach or have interviewed, you might get nervous or anxious, too. For most novices, “opening jitters” are a distraction, but a “pro” doesn’t want to be without ‘em! For me, it is an adrenaline rush just before stepping in front of a TV camera or for a live audience. Think of it as “show time.” The extra excitement can add the right edge to your presentation. It helps bring up the energy and your performance. And make no mistake, even executives need to get into performance mode if they want to connect with their audience.

Gold Star Actions: What can you do to overcome “the jitters?” Don’t fight your anxiety, instead, use it to your advantage to help you get excited about what your audience is going to receive from you. Prepare what you want to say. This is one of the biggest fears; people are afraid they will misspeak or make a fool of themselves. If you are well prepared, you can cover any mistake and keep moving…your audience won’t pick up on it.  Stop telling yourself how nervous you are, so are most people. Tell yourself you have a message to deliver and you are excited to be the one delivering it.

Start strong with your message. Keep in mind, audiences, clients or even your staff members, form impressions in those first few seconds. Clients, in almost every presentation workshop announce, “I’m okay after a few minutes.” Too late, the audience has left the building!

Many people who are driven to distraction with the “deer-in-the headlight” fright in front of an audience, are generally focusing on themselves. Worrying about how they’re coming across.  Turn it around and focus on the audience, it takes the pressure off you.  Finally, practice, breathe and savor your moment!

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Can you learn charisma? Yes. Can you make eye contact with your audience? Yes. Can you project all of the above in front of the cameras during your media interviews. Well, yes, but it takes “know how,” rehearsals and practice. And the payoff is worth it!

Gold Star Tip: Practice making direct eye contact with everyone you meet—unless you are in a country where it might be considered taboo. Hold your gaze for about four seconds. If you get used to looking at people in their eyes, you will find a deeper connection with the person you are talking with… including audiences and TV cameras. Looking into a person’’s eyes helps you concentrate, improves your listening skills and makes them feel more important to you. And the media might just write about it!

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What will happen after the initial newness of John McCain’s VP choice wears off? Will Americans embrace what she stands for and her politics? How will the aggressive Governor fare with less enthusiastic folks than the crowd at the RNC? Will the reality hit that she could be one heartbeat away from the President of the United States? Answers to questions such as these will play out during the next few weeks. One thing is clear, she along with Fred Thompson, added life to the convention. Someone quick witted person stated before her speech, “The RNC was starting to look like an AARP convention!”

The Governor’s critics claim that she didn’t deliver any substance in her speech. Supporters talk about her style. Is anyone else surprised that she is getting as much press, if not more, about her looks as her politics or her speech? She claims her schoolmarm appearance is intentional to downplay her attractiveness. People want to buy rimless glasses like hers. Others want her to ditch ‘em altogether. The point is people pay attention to these things and they like to talk about them.

What worked for Mrs. Palin was her newness and the energy she brought to her speech. She seemed comfortable reading a Teleprompter. Critics are quick to point out her defiant attitude and the snarl. It will be interesting to see if the GOP find it an advantage to tone her down in certain situations such as media interviews. The slight snarl is something she might not be aware of, but a good coach can help her with some of the mannerisms that will distract from her messages as she gets into serious Q&A with the media and voters. She is visible on the campaign trail along with Senator McCain, but almost a week after her appearance on the national scene she isn’t saying much except excerpts from her script at the RNC.

The VP candidate’s voice could be one of problems. I remember an article years ago about voice analyzers who study voice quality. The article focused on politicians going all the way back to another woman VP candidate, Geraldine Ferraro. According to the research both Mrs. Ferraro’s and Presidential hopeful Walter Mondale’s voice would be more difficult to listen to over a period of time. Although subliminal, Mrs. Palin might be faced with the same challenge.

What are voice qualities that wear well to voters and your audiences? Think Presidents Ronald Reagan and Bill Clinton: warm, comfortable and easy listening . Our voices play a subtle, but key role in our success.

JUDY’S ACTION TIP: When we coach executives or speakers, we encourage them to develop their own speaking style. Lest anyone think all the talk about style is incidental. We want to see someone with a little magic. At the same, we want to hear some substance. There are speakers who think because they provide good content lack of style doesn’t make a difference. Same principle applies to all style and no substance. It isn’t a choice of either or. You need both to win your audience.

Stay tuned,

Judy Jernudd

What are your thoughts?

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Heart and humor sandwiched on both sides of a little ham sums up Fred Thompson’s speech. No doubt, Fred Thompson has the talking gene. His thunderous delivery combined with a professional speaker’s style, Thompson’s speaking ability was a highlight of the night.

Both Republicans and Democrats had to be moved by Senator McCain’s and all POW’s painful experiences. Taking us though a step-by-step account of Mr. McCain’s ordeal could have been a laborious narrative had Mr. Thompson delivered it like a reader or rushed through it. Instead, he talked to us as he walked us through one of worst tragedies of war. Anyone who heard his explanation of Mr. McCain’s bravery had to feel sadness for all who suffer under the name of freedom.

You might agree or disagree with the message, but there are plenty of pontificating pundits to ponder the content of all of the speeches at the RNC. Our focus is on the speaking style, the power of the speaker, or lack thereof, and how to deliver an impacting speech. Most of all, who connects with the audience and who can rally the troops?

Some people think if Mr. Thompson had delivered his presidential campaign speeches with the same verve, he might be accepting the Republican nomination for Prez. The same could be said for Rudy Giuliani. You might have issues with Mr. Giuliani’s content, but no one can deny he was enjoying himself.

JUDY’S ACTION TIP: Most of us won’t be speaking at either convention, but wherever you speak look at the audience. If you look like you are enjoying it, your audience will be more receptive to you and your message.

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Cindy McCain, while clearly nervous reading her plea speech to help the victims of Gustav, looked stylish and sophisticated. It is evident that Mrs. McCain is not comfortable in the glare of TV cameras, but with practice and experience, she could look and feel more confident. If we were coaching her though, we would suggest she lose the jewelry. It is a distraction on television and it reminds us again think about her wealth. Oh, and her husband’s recent remark that he doesn’t know how many homes he owns.

The following night of the RNC Laura Bush introduced the President via satellite. Her demeanor and appearance reminded me of a comment Ann Richards made about her. The late Governor once called the First Lady the “real star” of the family. It is no secret that the vocal democrat didn’t favor either of the Bush Presidents, but she sang the praises of the First Lady. And once again, Laura Bush looked and projected a presidential team image without being co-president. Confident, articulate and vibrant in a stunning red–a power color–suit she seemed at home on the national stage talking to the world.

JUDY’S ACTION TIP #1: If you find yourself in a position of reading a speech that somebody else has written for you, find a way to personalize it. Reading a speech is not for beginners. It takes skill and practice to sound natural. The majority of people come across as if they were, well, reading a script. Mark it up, change words and phrases to make them your own.

JUDY’S ACTION TIP #2: Reading from a teleprompter is another skill that takes practice. Insist on several rehearsals until you feel comfortable with it. Read lines of copy rather than individual words and you’ll sound more natural.

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Day Three of the Democratic National Convention

Love him or not, voted for him once, twice, or never, Bill Clinton delivers an impacting emotionally charged speech like nobody else. He lived up to the Bill Clinton speaking magic on Wednesday night at the DNC. No one, not even the “Great Communicator,” President Reagan or any of this year’s pack of presidential hopefuls can top the former President. Barrack Obama is the only person who is on the list of powerful communicators.

Developing speaking skills anywhere close to the former President’s is an investment and commitment in one’s future. But if history repeats itself, the stakes are worth it. We like our leaders to be charismatic communicators; Reagan, Clinton and Obama.

President Clinton’s speaking abilities are challenging for most politicians, CEOs, leaders or anyone in the public spotlight to develop. The first skill to learn from Bill Clinton about successful speaking is the look he projects. He’s enjoying being in the spotlight. Let’s face it. He’s comes across as a man in his element when he’s in front of a crowd or a gaggle of TV cameras.

Cameras zoomed in on him at every opportunity as Senator Hillary Clinton delivered her “support Obama” speech at the DNC. In every camera shot he looked confident, cool and comfortable. He’s at home with himself – with more than 22 million people watching him. You could say Bill Clinton loves a camera and equally important, the camera loves him.

From the time he hits the stage, he’s in control, relaxed and beaming at the same time. He knows the key element of speaking mastery; he connects with people. It’s both powerful and winning. I had the opportunity to hear him speak in person just once during his presidency. The impact he had on that SRO crowd is one of those moments you always remember.

JUDY’S ACTION TIP: If you are in a position of leadership, sales or influence develop your speaking skills as though you were running for President. You have nothing to lose and the prize to win.

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We’re in the heat of the election season with November 7th looming around the corner, so politicians might want to heed the advice from the column I wrote for The Daily Business Journal prior to the memorable election between John Kerry and George W. Bush in 2004:

It hasn’t happened yet, but here’s how it might go. “Hello, John. You don’t mind me calling you John, do you? In fact, it’s a good place to begin our work together. Addressing you by your first name helps convey a subtle ‘you’re one of us’ message. And that’s one of our goals today.

“Now, don’t be nervous — I am a former television talk show host and newscaster, and I’ve coached hundreds of government and corporate executives on how to improve their leadership images. A lot of clients start out quite apprehensive, but this can make a big difference in their lives.

“And people are saying, John, that you need help. “We will begin today by focusing on television. TV is your national stage. If you don’t make it in that medium, it might not ‘happen’ for you. Let’s pause to look back at the turning point that changed the way we vote. Almost every professional media coach has studied the historic televised 1960 Kennedy-Nixon debate, and every politician should, too. John F. Kennedy’s vitality, charisma and energy soared right through the TV screen, while next to him Richard Nixon looked tired and unapproachable. Kennedy’s performance touched our emotions. And the proof was in the vote.

“That’s what we’re missing here. Think about the last few presidential campaigns. For instance, Bill Clinton and Bob Dole. Remember Bob Dole’s famous, ‘I’m a doer, not a talker’? Well, that’s a problem. We want our leaders to talk to us with clarity, passion, vision and hope. Clinton is the master messenger. But Al Gore had some of the same challenges as you do.

“In fact, some of your supporters and foes use the same adjectives to describe you both: ‘wooden, stiff, uninvolved.’ Our staff conducted an unscientific study with 30 people and heard many repeats of those descriptions. Plus some people added ‘grim and tired’ to their description of you. Ouch!

“Think about your early opponents in the Democratic primary: the passionate Howard Dean and the charismatic John Edwards and Wesley Clarke. They showed us they have what it takes to be media stars, yet they fell by the wayside. This proves that these qualities are not all it takes to win the presidential bid. But they are essential if you want to inspire, influence and persuade. And they are key to your success in November! So how are we going to improve your communication skills?

“TV types love to use the expression ‘Pump up the energy!’ with guests to get ‘em to crank up the wattage. The challenge you have, John, is that low energy brings us down. Effective leaders not only exude energy but also have the ability to transfer it to others. Get some rest. Do some exercises or whatever it takes to get your adrenaline going before ‘show time,’ whether it’s for the TV cameras or a crowd. Psych yourself up to make every appearance count as though your life depends on it. Your political future does depend on it! Show us some excitement. Energize us with your presence. We want to feel your enthusiasm to be talking with us!

“And no more moseying up to the microphones. We’ll work to develop a more commanding presence for you, with you carrying your tall frame with a purpose and posture that suggests, ‘Look at me. I’m in control of the situation.’ Each time you enter a room or approach a lectern, you want to project a definite, purposeful demeanor.

“And remember that halfhearted gestures appear wishy-washy. Tune in on Sunday to watch those TV evangelists. Wow! They really know how to put their hands in motion, don’t they? Our goal is a more moderate version. And we’ve also crafted a personal slogan to help you remember what we’re working on here: Make a commitment. Be definite. And enjoy it!

“Soon, we’re going to videotape you several times while you practice your walk and gestures until they feel natural. You’ll feel a little uncomfortable at first, but when you see the difference it makes, you’ll embrace it. Powerful body language projects confidence.

“Now, let’s work on your voice quality. You’ll notice a difference in your voice once you start using your gestures effectively. You’ll begin to hear inflections and sound more natural. Our goal is to add some variety! Vary the pacing, the pitch and the power to sound more interesting. Consider a conversational, non-stilted tone.

“Here’s an exercise that will help you: Get out footage of your media interviews and speeches, and listen to your voice without watching yourself. It’s an ear opener to learn what others hear when you talk.

“Next, reverse that process, and watch your TV appearances and speeches without the sound. Can you tell whether you’re talking about good, bad or sad news? The goal is to match your voice, your gestures, your demeanor and your body language to your messages. This skill translates into believability and credibility.

“You’ve got a warm smile, John. We just don’t get to see it often enough. Smiling enhances your approachability. We suggest you look for opportunities to flash those pearly whites. It helps people get to know you when they see the other aspects of your personality.

“And part of projecting leadership presence, John, is your appearance. Fellow Democrat Howard Dean took the casual approach when he flung off his suit jacket and rolled up his sleeves. This visual image translates as Joe Average, and it suited him. But somehow, you don’t look as comfortable. Maybe it’s time to create a new image, with a hipper, more colorful direction.

“Back to Bob Dole: It was reported that his ‘people’ tried this approach, but he declined. In certain situations, we want our president to act and look, well, presidential. You have a definite advantage here. Perfectly tailored suits were made for your long, lean physique.

“Next, let’s talk about your messages. People are confused. Your critics say you waffle, flip-flop and talk out of both sides of your mouth. They grow tired of the negatives. You and your team have now begun adopting a more positive direction. Capitalizing on your accomplishments and strengths is an effective approach to help people learn more about you. Your supporters say you’re smart but too professorial. Your messages need clarity. And we can improve your delivery. Let’s start by putting some meaning into the messages. Believe it yourself before you say it.

“Did you know that some people perceive you as aloof? The downward tilt of your head and eyes suggest shyness, which an be interpreted as not warm or caring. Research tells us that 70 percent of the population is shy. You wouldn’t be the first leader who is more of an introvert than an extrovert but who changed his or her M.O. to match the job description. If you think this has merit, we have some exercises we can do the next time we’re together.

“November is approaching faster than it seems. Some people theorize that you’re holding back, waiting to see what happens with the Iraqi war and President Bush’s popularity. But we need to rev up your heart and mind with passion now! It’s difficult, if not impossible, to get people passionate about you or your message until we feel it from you.

“If what we’ve covered sounds like too much work or unnatural, just think Clinton-Dole and Bush-Gore. Helping people connect emotionally to their messages, to others and to themselves is our specialty. That’s our next session.”

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