The research has been clear — and pretty much rock steady
— on this for years.
Viewers are, for the most part anyway, human beings. And when
human beings decide how they feel about other human beings (including
the ones who do news on TV), they react to specific things in
a specific order.
First: Appearance. Second: Body Language and Facial Expression.
Third: The sound of your voice. Fourth: Your Personality. Fifth:
The way you treat others. And sixth, if you pass muster on the
first five categories: What you have to say.
The bottom line: If you want people to consistently appreciate
what you have to say, you must ensure nothing else about your
performance roadblocks that.
(Some people do get a long way on a single standout attribute
— like great looks or an incredible voice — but even
they eventually hit a wall if other skills are lacking.)
Compromise on the front end, and chances are you'll lose
their attention before it really counts. If you haven't
already, here are seven promises you ought to make to yourself
for the year ahead:
-
I will do what it takes to look my best. Human
communication is primarily visual, and first impressions are
almost always based on how you look. Every day that you compromise
on appearance you compromise your ability to have maximum impact.
You need to 1) know what looks good on television, and trash
everything in your on-air wardrobe that doesn't. You need
to know the colors and styles that work best on you, invest
in them, and ensure they fit properly for television (because
having a jacket tailored to look good sitting at an anchor desk
is not necessarily the same as having it tailored to look good
when you're standing at a cocktail party). You need to
know how your hair and makeup look best, and ditch your willingness
to settle for anything less. You need to get into whatever physical
shape has you looking and feeling your best. Because the better
you feel, the better you'll look.
- I
will learn how to move my face and hands in ways that powerfully
reinforce the things I have to say. We've written
a lot about the importance of movement and gesture — in
the hands and the face. The benefits are not just persuasive.
Research is showing that your brain works better when you move.
You can remember more. You use language more creatively. And,
of course, you're much more interesting to watch.
- I
will learn how the voice works, and make the most of the voice
I have. Research has shown that, in general, your impact
depends more on the sound of your voice than the words you use.
And your voice will sound best when you know how to support
it with the breath, and how to use it as expressively as you
need to use your hands and face. We work routinely with people
who “hate” their voices and, as a result, try to
change them in ways that only rob their speech of it's
natural authenticity. 99 times out of 100, the voice they have
to begin with is great. They just need to learn how it works,
and how to use it properly.
- I
will take the time I need to prepare. Every day. We've
coached a lot of very successful and highly compensated people,
and we have yet to meet one who is as good cold as he is when
he is prepared. Sure, there are situations you cannot anticipate
ahead of time. But most days that simply is not the case. Most
days you're presenting something you've been working
on all day, or you're reading something somebody else
has been working on all day. You do yourself and your viewers
a disservice when you expect them to watch you figure out what
it says — and what it means — on the air.
- I
will be myself. I will trust my judgment about what's
appropriate. And I will express my fully when anything
other than straight on, unemotional delivery is appropriate.
Passion is just as important to news anchors as it is to great
athletes or artists or any profession. If you don't believe
it, just watch Charlie Gibson.
- I
will be a passionate team player. There is one sure-fire
way to greatness: Commit yourself to making the people around
you great. Viewers have always loved and appreciated good chemistry,
and awarded it with loyal viewing.
-
I will be open and unapologetic about my commitment
to do good work. In other words, I won't let
a lazy colleague with a bad attitude intimidate me into doing
less than my best. And when I need to demand more from the people
around me, I'll risk making the demands.
As
always, we'd love to know what you think. If you have additional
questions or thoughts about any of this, please please contact
us.
And here's wishing you Happy Holidays, and the best of the
New Year. See you on the other side!!
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