Have you ever noticed that some people who don’t even know you, seem to have the ability to describe your character traits or events in your life, but if you look a little closer they never actually say anything specific? These are often people who get paid for this ability.

Today’s post is re-blogged from The Articulate CEO, the blog of Brett Rutledge, Executive Communication Coach and one Australia’s most respected communicators. Here is his take on what is called The Barnum Effect…

Ever wondered why people seem so easily conned by slick talkers? The answer may lie in a phenomenon known as the Barnum Effect. The Barnum effect is the name given to a type of subjective validation in which a person finds personal meaning in statements that could apply to many people.

For example:

You have a need for other people to like and admire you, and yet you tend to be critical of yourself. While you have some personality weaknesses you are generally able to compensate for them. You have considerable unused capacity that you have not turned to your advantage. At times you have serious doubts whether you have made the right decision or done the right thing.

If these statements sound like they came from a news stand astrology book, that may be because they did. Such statements are sometimes called Barnum statements and they are an effective element in the repertoire of anyone doing readings: astrologers, palm readers, psychics, H.R. Managers and so on.

When statements like this appear on things like personality inventories that people believe have been especially prepared for them alone, they often validate the accuracy of such statements and thereby give validity to the instrument used to arrive at them. If Barnum statements are validated when they have originated during a psychic reading for example, the validation is taken as also validating the psychic powers of the medium.You see the same kinds of statements and conclusions for that matter in things as diverse as economic analyses, school reports and performance evaluations.

Incidentally, “Barnum effect” is an expression that seems to have originated with psychologist Paul Meehl, in deference to circus man P. T. Barnum’s reputation as a master psychological manipulator who is said to have claimed “we have something for everybody.”

And that about sums it up – they are statements in which there is something for everyone.

Pt-barnum

Imagine you’re a marathon runner and you’re just getting into that zone where you’ve settled into a comfortable rhythm. It’s taken a few miles to settle into that rhythm but now everything is working well and you’re really making good progress. All of a sudden someone you know beside the road calls your name and steps out in front of you waving their arms.

You feel obliged to stop running and ask “What’s wrong?”

They say “Oh, nothing. I just saw you running along there and haven’t seen you for ages so I just wanted to say “Hi!”"

What?

You resist your desire to to choke them, politely say “Hi” and get back to your running. Except now you’ve lost your rhythm and it takes a while to get back into it again. Unbelievably, just as you are getting back into your zone, it happens again! And of course, once again, you have to start over and try to re-focus on the task at hand.

Outwardly you try to be polite but underneath you are absolutely seething. Isn’t it obvious you are busy with something? By the time it’s happened another eight or nine times you are ready to explode with rage. Your head is spinning and your body is so tense that it’s impossible to think about anything – let alone what you were doing in the first place. In the end you either don’t finish the race or it takes about ten times longer than it should.

Hands up if this scenario reminds you of a typical day at the office?

Every time you get into your ‘zone’ you feel someone hovering at the door, the phone rings, or someone just barges in. Every time it happens you feel your stress levels rising.

The odds are that you are probably an introvert and you aren’t alone.

Even though roughly 50 percent of the population are introverts, it is one of the dilemmas of modern life that workplaces are very much designed to suit extroverts.

If allowed, we introverts can get deep inside our own minds to a place that is extremely productive. The problem is that things like open plan offices, technology on tap, and the idea that being a ‘team player’ means always being available, are all barriers to getting to and staying in, that place. Once interrupted it can take a long time to get back to where we were.

It’s not that we aren’t sociable – introversion and shyness are different things and we’re quite happy for a chat during morning tea and lunch – it’s just that we need space to let our minds work without our thoughts being interrupted. That’s where technology has the potential to be good: if only people would not ring wanting to know if we saw their email just because we didn’t reply within 30 seconds.

Susan Cain, author of the book Quiet: The Power of Introverts in a World That Can’t Stop Talking (affiliate link) points out in a recent article in the New York Times, that solitude seems to have become unpopular in our schools, workplaces and other institutions. She says lone geniuses are on the outer in favour of collaboration, open plan offices and so-called ‘people skills’ (what some perceive as people skills is really just noise – not effective communication).

The New Groupthink has overtaken our workplaces, our schools and our religious institutions. Anyone who has ever needed noise-canceling headphones in her own office or marked an online calendar with a fake meeting in order to escape yet another real one knows what I’m talking about. Virtually all American workers now spend time on teams and some 70 percent inhabit open-plan offices, in which no one has “a room of one’s own.”

I would suggest that much the same applies here in Australia.

Of course we cannot exist in our own little vacuum. In fact, many introverts are great presenters and can make very insightful contributions to any group. However, not having the personal space to think through the issues before publicising our thoughts can be frustrating at best, and a risk to mental and physical health at worst. To quote Susan Cain again;

it’s one thing to associate with a group in which each member works autonomously on his piece of the puzzle; it’s another to be corralled into endless meetings or conference calls conducted in offices that afford no respite from the noise and gaze of co-workers. Studies show that open-plan offices make workers hostile, insecure and distracted. They’re also more likely to suffer from high blood pressure, stress, the flu and exhaustion.

Introverts don’t need to be rescued, they just need space.

When you see an introvert deep in thought, please be assured that they don’t need to be cheered up or rescued. In fact they are probably deliriously happy being alone with their own thoughts. If you have a thought that you feel must be shared straight away or you will absolutely die, please try to find another extrovert who may appreciate it. Once the introvert has accomplished what they need to, they would probably love to hear about it as well.

 

When doing a presentation, more is not necessarily better. Many people mistakenly believe that the more information they can cram in, the more valuable their presentation will be to the audience. Unfortunately the effect is often the opposite, and the audience ends up bored, distracted, or just plain confused.

So how do you know what to include in your presentation?

There’s one thing you have to know before you start, and that is – the end. What is that one key thing you want your audience to leave with? It might be an action you want them to do, or a thought they should have.

Once you know that, the essential information you need to achieve that purpose should become clear. That table of data might be related to the general subject, but if it doesn’t contribute to your actual objective, leave it out.

 

 

 

I got my customer service ‘education’ early in my career when I worked for the Ritz Carlton Hotel Company during the nineties when they had properties in Sydney.  In my final role there as a member of the quality management team, I was exposed more than most to the systems used to deliver world beating quality and service. But looking back  I probably still didn’t have the experience or maturity at the time to fully appreciate what they did and why it worked. That’s a nice way of saying that having worked for many lesser companies over the years, it’s only now I fully appreciate how the Ritz Carlton went about things – and still do these days.

One of those things at the heart of the company’s culture is their motto, which with the benefit of some more life experience I can now understand more from a wider perspective than I could back when I worked there. It draws a clear line in the sand when it comes to identifying those who they want working for them, and the type of customer they want in their business:

Ladies and gentlemen serving ladies and gentlemen.

Sounds simple enough at first but when you start thinking about the philosophy that is implicit in those seven words it becomes so much more. Most apparent is the expectation that employees will behave in a certain way towards their guests and each other. But then it takes another turn. It’s also a statement about the type of relationship they want to see between guests and hotel staff.

Employees at the Ritz Carlton are taught to think of customer service and hospitality as a profession, not just a way to make ends meet until something better comes along. As such, when you stay at a Ritz Carlton you will be treated with warmth, courtesy and respect and the same is expected in return – including on those inevitable occasions when something doesn’t go quite right. It is made clear to staff that they are not there to be abused or treated with disdain by guests and are within their rights to ask someone to adjust their behaviour if it’s not appropriate. I’ve personally seen managers make a reservation at another hotel brand for guests who thought it was their ‘right’ to be aggressive and treat hotel staff like something they stepped in.

Essentially what they are saying is “We are great at what we do and we have the conviction to make sure that only those who appreciate our professionalism and share our values come into our circle – regardless of whether they work for us or stay with us”.

Too often businesses get caught in a place where they lose sight of their core values in favour of whatever they are dealing with in the heat of the moment.  They might try to be everything to everyone and are afraid to let any customer go even when that customer isn’t really a good fit with their business. The ones who suffer in this case are usually the staff who have to put up with a lot of heat from customers they are not equipped to serve. Then some business are at the other end of the spectrum. They are too complacent about the demand for their service and are happy to burn customers knowing that someone else will soon come along. Neither of these situations serve anyone well in the long run.

When it comes to creating a fulfilling experience for both staff and customers, I think there is a lot to be said for setting a standard and only inviting those into your business that appreciate the value of what you do.

RitzCarltonDubaiClubLounge

 

I have managed to build up a nice collection of loyalty cards from a variety of retailers, coffee shops and others. All probably seemed like a good idea when I took them, but in reality I just don’t follow through with them. They end up floating around in the glove box, bedside drawer, or sitting at the bottom of my office tray. I am willing to bet that I’m not alone and many of you have a dozen or so of these loyalty cards stashed away somewhere that have never again seen the light of day.

If that’s the reality, then why do so many businesses turn to these programs in an effort to gain loyalty from their customers?

Why do they do it even though they know their “Get Every 5th Coffee FREE” card will probably end up at the bottom of a drawer along with a few pocketfuls of loose change and some odd socks?

Founder of SageBerry Consulting and former VP of Marketing at Neiman Marcus, Stephen P. Dennis writes in an article “The World’s Best Loyalty Program”, that many of these loyalty programs are simply a front for collecting customer data. That’s quite likely true for some of the big corporate rewards programs, but what about the small businesses that do it?  In the article, Dennis cites another reason that these programs have become popular which probably answers that question. They are “me-too efforts that are knee jerk reactions to the competition which end up raising the cost of doing business without engendering true loyalty”.

So, if bribery doesn’t work, then what does?

We’ll stick with the example of the coffee shop (since I do love coffee…very much). If you run a coffee shop, here are some ideas that would make me love to get my coffee from you on a regular basis without having to put me on a rewards program and give me every 5th one free:

  • Serve great tasting coffee and food
  • Provide a table that allows enough personal space to relax and enjoy my coffee and food and have a private conversation if I am with someone.
  • Have your staff provide their service with a warm and friendly demeanour.
  • Serve my coffee with 100% of it still in the cup and not running down the sides into the saucer.
  • If my order comes to less than $10 and I don’t happen to have any cash on me, don’t force me to buy something I don’t want in order to use your EFTPOS machine (another false economy in small business that is getting more and more common).

Just a few ideas there, but what is the common thread?

If you provide an experience to your customers that they can’t get anywhere else, they will keep coming back. In the example above the suggestions would seem like basic things but are apparently very hard for many coffee shops to do. The same can be said for many other types business as well. They are focused on all manner of gimmicks and so-called ‘innovations’ but fail time after time to do basic things properly.

As Dennis points out in his article, there are many reputable brands that have built incredible loyalty from consumers without any type of loyalty or rewards program because their value proposition is on the mark, and they just get things right consistently.

The reality is if I have an average or bad experience, it won’t matter to me in the slightest if I get every 5th coffee free or 10% off my next purchase. There’s no value in it and it will actually seem like hard work to get it. On the other hand, if I know it’s going to be great when I come in to your place then guess what? It won’t matter to me that I don’t get every fifth coffee free. The loyalty program becomes irrelevant.

The best customer loyalty program in the world is the one that ensures you meet and exceed your customers’ expectations.

 

 About The Author
David Wise is a professional MC, speaker, freelance writer, and communication coach from Queensland, Australia.
www.dwise.com.au
www.davidwisecommunications.com

Why can you easily recall details from a movie you saw, or a book you read months or even years ago, yet you can’t remember a thing about that presentation you saw last week?

Simple. Because our brains remember stories which tend to flow seamlessly through from beginning to end – particularly stories with emotional appeal.

On the other hand , when someone puts their entire presentation on PowerPoint, what usually happens is that they just keep adding chunks of data until they either think they’ve included everything there is to know about the subject (information overload) or they’ve filled the time allotted (otherwise known as ‘I just want to get through this’).

Computers like their information in neat chunks of data. Humans on the other hand just get bored.

In the previous post I covered how to use Powerpoint the right way, but what are some alternatives to PowerPoint for adding impact to your presentation?

It depends largely on your subject and situation as to what will be appropriate. Honestly, sometimes well thought out slides will be your best option. However, here are some other choices you might want to consider.

WARNING: Most of these were around and working well before technology started taking us down another path. They aren’t as ‘sexy’, but they are effective.

Props

Instead of describing that new product on a slide, physically bring it in and pass it around. Let people see and feel it first hand.

Flip Chart

Old fashioned yes, but even if you are bad at drawing there is something about visuals being created as you speak, flowing directly from your brain down your arm and out of a magic marker, that is far more engaging than something that has been pre-prepared on a slide.

One of the most popular TED Talks is “How Great Leaders Inspire Action” by Simon Sinek where he uses nothing but a good old flip chart to illustrate his ideas. This presentation wasn’t even done at one of the main TED events, it was at a small TEDx in Washington State. Despite being at a small event and just using a flip chart for visuals, the popularity and impact of this presentation is massive.

Audience Involvement

Instead of letting them be observers, get the audience to participate. Ask them questions, get them to share their examples, get them to do quick exercises and activities. Trainers and teachers do it constantly and there’s no reason why the same techniques can’t be applied to other presentations as well.

Stories and analogies

A lot of the time a quick example that demonstrates our point and explains it in a way people can relate to, will do the job perfectly. Another popular speech is Steve Jobs’ commencement speech at Stanford University in 2005. On this particular day he mainly read his speech from notes; there was nothing remarkable about his delivery at all. But the powerful stories he used that day have resulted in millions of people viewing videos of the speech on YouTube.

I hope that you have enjoyed this series of posts on PowerPoint and it’s cousins and they have given you something to think about when approaching your presentations.

Here’s the catch…

In some business environments it will take courage to do something different from the norm and actually have an impact – especially considering it will take some practise to get it right. That’s why most people take the safe path and just do what’s expected, get through it, and everyone moves on with what they were doing without having changed anything. But at least they feel like they did something.

It’s up to you but I will finish with this:

If you have an important message to share, then you owe it to your audience to get this right and connect with them rather than just blend into the noise.

 

About the Author

David Wise is a communication coach and professional MC based in Queensland, Australia. www.dwise.com.au

Anyone who has been following my blog for a while will know that I’m not a great fan of PowerPoint or any of its cousins. Not because they aren’t useful tools, they absolutely can be, but because of the way they are misused by so many speakers.

There is good news though. Slides when done well can add impact to your presentation rather than causing your audience to zone out which happens more often than not.

So what is the right way to use PowerPoint?

Short answer: the way the designers of the software intended. That’s why they put “Notes” in it, so the audience wouldn’t have to see the lists of points you are using as a guide for your presentation.

Longer answer:

Leading U.S communications expert Dr Nick Morgan often draws an analogy between presentations and stage musicals. When more than mere words are needed in a musical, a character will break into song. The songs mark the high points of the story and the same principle should apply to images used in presentations.

So if you are talking about a person, place or a product, a good image can bring them into the room. Even better is a powerful video rather than static images. The late Steve Jobs used to do this well when doing a presentation to launch his latest creation.

If you are talking about a subject that involves emotion, an appropriate image displayed at the right time will really help you hit the mark. I once saw a speech by a lady campaigning against the testing of cosmetics on animals. The presenter did a PowerPoint presentation loaded with bullet points of facts and figures and there was absolutely no emotional response from the audience. Would the outcome have been different had she used some dramatic images of affected animals? Almost definitely.

For those more practical occasions when you have to illustrate data, of course a graph or chart can demonstrate a relationship between figures more readily than words alone. However most people fall into the trap of putting all their data on the screen. A good graphic only shows what is important – not the entire data set just because you have it.

As a speaker it’s your job to tell a convincing story and slides are one tool that you can use to do that; but don’t use them as agenda place holders, notes, or exhaustive lists of things you couldn’t be bothered to narrow down to the most important. Don’t make the audience work hard by drowning them in data, bullet points, and other information.

Keep that in mind next time you sit down to prepare a presentation. Next week I will do a post on other ways you can add impact without even going near a data projector.

Whether you are an MC, chairing a meeting, or simply hosting some type of event where a speaker has been invited, if you can introduce a speaker properly then you will be well ahead of the field.

Except by good MC’s this is often something that is botched or just doesn’t happen.

The introduction should create a bridge between the speaker and the audience. It should sell the topic and the speaker so they are in favour with the audience from the start (of course if they go on to bore the audience to tears that is their issue not yours).

Here’s an easy formula taught many years ago by Dale Carnegie but which is just as effective today. It’s called TIS.

T – Topic

What is the topic of the speech?

I – Importance

This is where you connect the the topic and the audience by showing them why it is relevant to them.

S -Speaker

Why is this speaker qualified to speak on this topic?

The very last thing you should say is the speaker’s first and last name ie. “Would you please welcome Bill Smith”.

You can be creative and humorous within this framework if you want to but don’t say anything that devalues the topic or the speaker. Keep the introduction to about a minute, maybe 1 & 1/2 minutes. Definitely no more than 2 unless there is a really good reason such as the speaker has supplied you with something they want you to read before they start.

It’s that easy but will get your speaker off to great start.

Because most are doomed from the second the presenter turns on their computer and starts writing their presentation directly onto PowerPoint slides (Keynote if you are an Apple person) without ever questioning what they are doing or whether their slides even serve a purpose.

Why do they do it?

There are three main reasons:

1. Everyone else does it.

PowerPoint is now so overused that it has become embedded in the culture of business that if you want to be taken seriously you have to use PowerPoint. The real question should be:

“Do I want to conform or do I actually want people to listen to me?”

2. They use the slides as a guide for their presentation.

Stacks of bullet points or text on a slide serve only one person…the presenter. Everyone else will read the slide then have a snooze or check their emails, Facebook etc. while the speaker catches up…often while reading straight from their slides instead of speaking to the audience.

So at this stage you have a speaker directing their presentation to the back wall while the audience is busy with anything else they can find to occupy their mind. Going well isn’t it?

3. They think it makes their presentation more engaging.

Maybe. Done properly any visual aid can add impact to a presentation. But most users tend to fill their slides with text and/or waaaaay too much data, thus confusing their audience who again choose to nod off rather than try to understand.

Film makers get it. A lot of business presenters don’t. You don’t see directors shooting a movie at the same time as the script writers are writing the script. First comes the story and then the visual and sound elements are added later to bring the story to life.

So write your presentation first and ensure that it has a sound structure, then start thinking about what visual elements you need to add impact. Maybe you don’t need PowerPoint at all. Maybe some other prop or an anecdote will serve the purpose a lot better.

Just don’t assume you have to do what everyone else does.

Added Benefit – No Technology Fails

Once you learn to communicate effectively without PowerPoint, you also save yourself from embarrassment when you inevitably discover that what worked at the office or at home,  now wants to cause havoc at the venue.

If you still insist you must use PowerPoint, then make sure you test all the equipment well beforehand at the venue and have it ready to go. Once introduced you don’t have long to win the audience over. Few things ruin that opportunity and make you look like a tool more than being introduced then proceeding to stuff around with your laptop for five minutes. Get it right or get rid of it.

 

David Wise is a professional MC, speaker, freelance writer and communication coach from Queensland, Australia. 
www.dwise.com.au
www.davidwisecommunications.com

How often do you receive a letter or email saying something like this?

“Thank you for buying from / staying at / flying with / visting [insert business name]. We love hearing from our customers and would appreciate it if you could take a few minutes to provide us with your valuable feedback by completing this brief survey.”

I’m not sure exactly how many I have at the moment, but I would hazard a guess that I have at least a dozen of those emails in my inbox and four letters in my tray, none of which I have any intention of completing. Why?

The relatively simple concept of ‘customer service’ has become some kind of weird pseudo-science.

The customer satisfaction survey is often a sure sign that my individual opinion is irrelevant. That’s because most surveys are designed for data to be aggregated and give management something to talk about in meetings – not follow up with an individual customer.

Companies and other organisations have become obsessed with with all sorts of ratings, scores, formulas and statistics that help convince them they are doing a great job. Ultimately these figures which rely heavily on data from surveys, never really impact on the actual customer experience at the front line.

So most customer surveys are little more than a means to an end and as a result are poorly designed. Here are six symptoms of surveys that are guilty of this crime against effective customer feedback:

1. They just take too long.

Despite their promise of being brief, it’s not unusual to find yourself barely half way through a survey after ten minutes. If customers were certain that it really would only take a couple of minutes not 15 or 20, they might be tempted to do the survey.

2. The questions are irrelevant.

Often customers who are happy or unhappy will take a survey with the intention of letting the business know their thoughts only to find that none of the questions are relevant to their individual experience or area of concern. What the actual customer is concerned about is apparently not what the business is concerned about, so next time the customer decides not to bother.

3. Participants have to be bribed

“Get 10% off your next purchase” or “Go in the draw for something fantastic if you fill out our survey”. There are only two real reasons why people are motivated to tell you about your service. Because they hate it or they are extremely impressed. If you have to bribe them to fill out your survey then you already have your answer. Your service is unremarkable.

4. Lack of follow through

In the event that someone is able to express their opinion about an area of concern to them, it is rare for it to be followed up on. Many organisations have a black-hole type void called “Good Intentions” that never seems to be given the time and planning required to be transformed into something tangible for their customers.

5. Ulterior motives

Some surveys are little more than a thinly veiled attempt to sell more products or services which casts serious doubt over how authentic the desire to get valued feedback really is.

6. Lack of empowerment

Related to symptom #4, most of the time the person administering the survey or receiving the information has no authority to act on any concerns or recommendations that you might offer. The issue then gets passed into the chain of command, only to be lost in the void of good intentions.

What’s a better solution for getting meaningful customer feedback?

There are really only two questions that count:

“What are we doing well?”

“What do we need to improve on?”

That’s it.

In theory you could send out a survey with those questions on if you wanted, but all you really have to do is make it easy for your customers to give you feedback. Have an email address and/or a 1800 number specifically for customer feedback. Use social media to get honest unedited opinions. Give them a comment card with a return addressed envelope. Just a few ideas.

Also, make sure the people receiving this information are empowered to act on it, or at least have immediate access to someone who is, so that unhappy customers are followed up with quickly and those who wish to compliment you are thanked for taking the time to do so.

What a great way to build trust and rapport with your customers!

 

 

David Wise is a professional MC, speaker, freelance writer, and communication coach from Queensland, Australia.
www.dwise.com.au
www.davidwisecommunications.com