Learning Ground

Never mind your political affiliation. You can learn so much about soundbites every four years. The convention speeches are full of them. Listen on talk shows to hear the lines that people are repeating. If the phrase is repeatable, that means it's a soundbite.

Sarah Palin's joke in her acceptance speech ("... the difference between a hockey mom and a pit bull? Lipstick.") is an example of a repeatable soundbite.

Soundbites are also short and they inspire mental pictures. They should evoke emotion, such as humor, surprise or even anger. You may not agree with or even like every soundbite you hear, but if it makes you think, send money or vote a certain way, it's done its job.

Looking Your Best

So many questions I get are about how to look your best on camera. I've found a new product that will probably be of more interest to women than men. It helps your eyelashes grow! I was skeptical at first, but I tried it, and then came across an article about it. Apparently, people who were putting glaucoma drops in their eyes were growing fuller, thicker, longer lashes. So the product is based on that science.

The name brand I've been using is called, "RevitaLash." But the article I read said other manufacturers are about to come out with a similar product, so you might want to shop around. You put this on the base of your lids before going to bed, and it takes a few weeks to work, but it does work. So if you're lash-challenged, this may be good news to make you look better and feel more confident.

A cheaper alternative, but a big hassle: false eyelashes!

An Association to Know About

It's that time of year again. I'm headed off to the National Speakers Association's annual convention. If you speak to promote your book, your practice, your services or for any other reason... you may qualify easily for membership.

And if you want to speak professionally because you enjoy being in front of audiences, have something to say and think it might be a viable career for you, please check out the national association or your local chapter. The networking is great--most of my business comes from referrals through other speakers. And the educational sessions are just as terrific. The chapter meetings, workshops and conventions will shorten your learning curve. For anyone who seeks positive publicity, NSA should at least be on your radar.

Pitching Tips

Here is a short (we love short), email-appropriate template for pitching yourself to TV producers or guest schedulers:

“With _______________ going on in our nation/world/community, my expertise—(use one phrase here)-- lends itself to helping your audience. So please consider me as a guest on (title of the show). In addition, I may be a good fit because ________________. As for visuals. I have video/jpeg photos/books/props that could lend themselves to a unique/fun/interesting/poignant segment.

“If you want to know more, please read the press release/article/feedback I have added below. Thanks for your time and consideration. I look forward to hearing from you soon.”

If this is true, add this sentence before that last paragraph: "Because I live in __________, I can be at your studio on short notice. Think of me if a guest cancels at the last minute."

Add your contact information, including your website. When people send long, complicated emails, the screeners are likely to delete them without a second thought.

Listen for Cues

If you are being interviewed live, the interviewer or host will give you cues. Pick up on them. The interviewer will say, "In the 90 seconds we have left, tell us..." that means you have a whole minute and a half. Don't give a one-sentence answer, unless it takes you a minute to spit out a sentence.

And if the host says, "Quickly, before our break..." give your answer quickly. You will appear media savvy if you pick up the pace of your speech and avoid a "Well, uh, I was thinking that..." just answer.

If you are in the studio and there's chaos going on, just keep going unless you are stopped. For instance, lights can go out or hosts can choke, and if you're talking, the cameras may be avoiding the problems and be focusing on you. By keeping your cool, you're saving the program... and building your reputation as an excellent newsmaker or guest.

Phone Interviews

Phone interviews are frustrating for you, the newsmaker and for the talent interviewing you. You just can't hold as good of a conversation when you can't see the person's non-verbal communications.

For this reason, I recommend that you get to the studio if you're offered the option.

What happens in a phone interview is typically this... you take too long to answer a question or you pause, and the interviewer thinks you've finished your answer. So the host begins to ask you another question at the same time you start speaking again.

Interviewer: "I'm sorry. Go ahead and finish your sentence."

You: "No, my apologies. What were you asking?"

Interviewer: "No please..."

All this politeness can waste your valuable interviewing time. Unless you're being interviewed on Hardball, in which case you will always be interrupted.

So here's another tip (if you can't get to the studio). If the host interrupts you, just go silent. Let the interviewer either tell you to finish your sentence or ask another question. He or she may be interrupting you because you're speaking too slowly... or because (put your thick skin on) you're boring.

If this is happening to you in every interview, practice speaking a bit faster or hire a soundbite coach!

Making Sense of a Candidate's Gaffe

Maybe the presidential candidate with the fewest verbal misstatements will win the 2008 race. Senator Hillary Clinton's comment about assassination last week may be the final straw that keeps her from getting chosen as VP or cabinet member.

If you missed it, she was making a case for staying in the race. She said her husband didn't wrap up his nomination until June and referenced Robert Kennedy's assassination in June 1968. Some political commentators talked about the inaccuracy of her statement and many took great offense, claiming that Senator Clinton was hinting that she was hanging on in case Barack Obama got assassinated. Others defended her, saying she is a nice person and would wish no physical harm to the senator from Illinois.

As a soundbite coach, the tack I take on it is, "What in the world would I do if I were HER coach?" A couple of learning points from this ill-timed remark may help you in crisis:


1. Exhaustion cripples--As Vince Lombardi said, "Fatigue makes cowards of us all." I say, "Fatigue makes fools of us all." Don't go in front of the cameras if you've been running on little sleep. Hillary Clinton may be hanging on to her candidacy for many reasons, but hopefully, she wouldn't have made this social blunder on a good night's sleep... which she may not have had for months.

2. Words matter--Word like "assassinate" should seldom be used in political or corporate campaigns. Pastor John Hagee and Senator John McCain parted ways over the use of "Hitler." And Senator Barack Obama probably wishes his pastor, Jeremiah Wright, hadn't used several incendiary phrases. The point is some words (like "hope") inspire and others inflame. When you're practicing your soundbites, know what results you're aiming for and use words accordingly.

3. Good apologies help; bad apologies make it worse--Mrs. Clinton's apology about using the assassination reference left me wanting more. She said she hoped she didn't offend the Kennedy family--but what about the Obama family?

If I were her coach, I would've counseled her to apologize like this: "During this tough week for the Kennedy's, I hate that my remarks might have reminded them of an even sadder moment in their family's history. And I would never wish ill on my colleague in the Senate and presidential candidate, Barack Obama. I did not mean to insinuate that I was still in the race because something bad might happen to him. I am still in this race because people deserve a choice for their Democratic candidate."

If you find yourself needing to apologize, make sure you cover all the people who could be offended and end on a strong note.

This history-making campaign will continue to give us fodder for coaching moments. Let's hope future candidates and newsmakers will learn all they can.