Scientists have finally figured out a way to measure and quantify the effects of “non-linguistic” variables of performance — tone of voice, gesture activity, body language, etc — and the results are startling, to say the least. In everything they have measured — job negotiations, business proposals, sales pitches, speed dating — success correlates directly to the ways that people use their voices and bodies independent of the words they are saying.

It seems we observe and trust how people say things more than what people say. It means that the choices you make about things like how loudly to speak and whether to gesture or not are lots more important and consequential than you might suspect.

On a recent coaching visit, our client news director pulled out this newscast from KATU in Portland and declared “this is one of the best examples of exemplary anchor performance I’ve seen in a long time. This is exactly the way a newscast should feel.”

At least far as anchor performance is concerned, the science suggests our client knew exactly what he was talking about. For example:

• Note how anchor Brian Wood sits and moves and gestures as he speaks. Research is now documenting that human beings demonstrate genuine interest and take the lead by increasing their physical activity — moving and gesturing. The movement is reinforced by lots of variety (activity) in his voice as well, another key indicator of authentic interest.
• Note how coanchor Angelica Thornton moves very little as she listens to Wood. The one place humans show interest and decreased activity is when they are truly interested in listening. Something as simple as shuffling papers while a coanchor is talking — even if you are looking at him — may consequently be signaling to viewers that you are really not interested. We’ll talk more about science and the art of teamwork in a subsequent tip.
• Note the difference in the rhythm of Wood’s speech pattern when he goes from reading and addressing the viewer directly to asking the reporter questions. When he reads, his speech and emphasis patterns are consistent — a quality that distinguishes leaders and authorities in conversation. When he asks questions, the rhythm becomes variable — a quality that communicates genuine interest. The rhythmic shift is significant. Had he asked the questions with the same vocal qualities he used when reading — something that happens in hundreds of newscasts every night when anchors read scripted questions just the way they read everything else — the message would have been that he was not really so interested in an answer to his questions.

Is Wood consciously making these adjustments? Probably not. Instead, they are happening naturally as he switches “roles” on the newscast. In research terms, he goes from being a Leader (someone who is very sure about what he is saying and committed to saying it) to being an Explorer (someone actively exploring for something more) and back again.

Researchers say this type of role shifting is the only way to really “manage” the dynamic demands of presentation and performance.

We’ll share more about all of this in future tips. In the meantime, if there is any way we can help you put these ideas to work on your newscasts and in your station, please don’t hesitate to let us know.

These findings point to the fundamentals of communication and persuasion and are just as relevant and important in the sales department as they are in the news department — so please feel free to pass them along if you’re on speaking terms with the Sales Manager.

Good communication is good communication, whatever the venue!

As always, let us know what you think. In difficult and confusing times like these, your ability to communicate powerfully and authentically is more important than ever.

We'd love to hear what is working for you! If you have additional questions or thoughts, please contact us.