HOW
TO GET ANY AUDIENCE TO LOVE AND ADMIRE YOU:
Six
Lessons Learned From FDR's Fireside Chats
Although TV and radio are mass media, the best broadcasters are able to
make each listener feel as if they are sharing an intimate one-on-one
conversation. They never elevate themselves about their audience, but
speak to everyone as if they were a dear, cherished friend.
Perhaps the first broadcaster to use this technique was President
Franklin D. Roosevelt in his famous radio broadcasts, the "fireside
chats.” FDR delivered 31of these chats over the course of his
presidency, beginning on March 12, 1933. Fortunately for us, he was
closely observed by his labor secretary Frances Perkins, who gives us
great insight into FDR's media style.
Here's what we can learn from Perkins’ observations of FDR.
While
these techniques are especially useful for radio and TV interviews, use
them when speaking to ANY audience; over the phone or face to face.
1. He
visualized his audience as individuals, never as a mass of people.
When I was a broadcaster on the #1 morning show in New York City, there
were hundreds of thousands listening. If I had thought about all these
people, I probably would have fainted out of nervousness. Instead I
imagined that the only person listening was my very best friend. Your
audience listens to you one person at a time, so speak to them as
individuals, never as a group. Create a prototype audience member and
make up a story about their life, their problems, and their needs. They
are sympathetic to your cause. They have come to you for help. Speak to
this one person whenever you have a faceless audience- on radio, TV or
over the phone. With practice, you can learn to transpose the face of
your prototype onto an entire live audience.
2. He
visualized his audience on the porch, at the dinner table.
The dinner table visualization works great to create a feeling of
intimacy and trust. I use it all the time when pitching my products and
services over the phone. I imagine I've invited the other person over
for dinner. We're having a casual conversation in a familiar setting.
We both feel comfortable and relaxed . The telephone works just like
the radio. It's the theatre of the mind, and you are the set designer.
So create a set that works for you.
3. He
was
conscious of their faces and hands, their clothes and homes.
The more specific you are about your listener, the more you will
connect. Can you tell me the color of their eyes? What are they
wearing? Where do they live? Hands speak volumes about a person. What
do they reveal?
4. His
voice
and facial expression as he spoke were those of an intimate friend.
Your tone of voice is closely linked to your facial expression. A frown
on your face will make your voice sound harsh and cold. But a smile
will warm up your voice, making it sound warm and inviting.
5. As
he
talked his head would nod and his hands would move in natural, simple
gestures.
Most people think that good communication is mouth-centric. Nothing
could be farther from he truth! To be a powerful communicator, you have
to use your entire body. Gestures and body language add energy and
enthusiasm to your speech.
6. His
face
would smile
and light up as though he were actually sitting on the front porch or
in the parlor with them. People felt this and it bound them to him in
affection.
A smile is one of the most powerful tools you have to create rapport
with your listener, even when they can't see you! Smile while you
speak. Smile while you dial. Smile even if you don't feel like it. The
techniques used by FDR over 60 years ago are still relevant today. Give
your very own fireside chat the next time you have to speak to an
audience: over the air, on the phone or face-to-face ...and that's one
more way to unlock the hidden power of YOUR voice.
From "The Voice Coach" ezine by Susan Berkley. Copyright
2005, reprinted
with permission. For a free subscription visit http://www.greatvoice.com.
Susan Berkley is a professional speaker and international communications
expert. She is a top voiceover artist and author of "Speak to Influence:
How to Unlock the Hidden Power of Your Voice," available at bookstores
or
from The Great Voice Company at 800-333-8108.
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