Communicate better: Advice from a speaking coach
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By Marcy Medina | for The SKUpe
Nora Murray has done just about everything in the communications industry—from TV news anchor to speechwriter to advertising and public relations executive. As the founder of Soundbite Communications, she works with top executives to help them communicate clearly and confidently: on camera, in the boardroom, or in the media.
While her clients are often major retail leaders, her advice applies just as powerfully to small and mid-size retail owners looking to connect with customers or grow their presence on social media.
Says Murray, “For me, there’s nothing better than teaching an executive, who may be brilliant in their field but struggling to speak with confidence, that excellent communication is a skill that can be learned and perfected.”
If a retailer wants to break through the "noise" and craft a public persona, do they need to appear in traditional media and on social media?
With social media, you can go directly to your target audience, so why bother trying to get a reporter to write about you? Remember that news outlets are widely referenced by other reputable sources and appear high in traditional SEO results that prioritize authority. News outlets also broadcast their content over their own social media channels. So while it’s important to build your brand on social media, you must also talk to reporters about what you are doing and why their audience would find it interesting. It’s your chance to shine, so make sure you’re prepared by anticipating any challenging questions, having interesting anecdotes at the ready and staying on message.
What are three things a retailer can do now to improve how they speak in public and on camera?
A shift in your mindset is the first step toward becoming an excellent communicator. Lose the pretense, big words, jargon. Those are all driven by your ego. The ego also shows up in the form of sweaty palms, anxiety and that inner voice saying, “What do they think of me?” Kick your ego out of the room and use this mantra: “It’s not about me, it’s about them (your audience)."
Second, think deeply about your audience and speak directly to them as if you are reading their minds. They will be wowed when you say the quiet parts out loud (their hopes, dreams, fears), and that is the first step to creating loyal brand ambassadors.
Third, take a page from TV broadcasters and speechwriters. We are taught that the human brain craves simplicity when listening, so we write and speak at a 6th grade reading level. Simplify your words. Your audience will be able to relax, listen and easily comprehend your message, and their tired brains will thank you.
Who can benefit from coaching and why?
I joke that my company’s tagline should be, “If words are coming out of your mouth, I can help.” Everyone needs to know what I call the "Art & Science of the Spoken Word." This is how you forge deep connections with your audience, be it one customer or 1,000 people watching a TikTok. Perhaps even more important, are you connecting with your own team or your board of directors?
All my clients are high achievers. They try to “sound smart” by using long sentences, big words and lots of jargon. One CEO insisted that jargon lets everyone know she belongs in the room. I gently told her, “No, it leaves everyone thinking, ‘I have no idea what she just said.’” Communication is not just the act of speaking, it is ensuring that your audience comprehends the message.
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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.
