No, we’re not out to destroy you

The Australian prime minister and the New South Wales premier share a singular speaking style in front of the media. It amounts to this:

Talk fast, don’t pause, snatch your breaths, keep going for exactly ten minutes, and when you’ve finished, abruptly turn away from the microphone and leave.

Where on earth did this habit come from, Scott Morrison and Gladys Berejiklian? Surely the parliamentary debating chambers.

SQUASH THE OPPOSITION

Rattling on non-stop means that opposition members have no opportunity to interject, and if they try, their voices are drowned out by the speaker.

But listen, leaders. The media won’t heckle or interrupt while you’re speaking. They’ll pay respectful attention. Given the opportunity (which they often aren’t), they’ll ask their questions when you’ve finished.

Please, Scott and Gladys, don’t talk to us as if we’re out to destroy your ten minutes in the sun. Ease up. Smile occasionally. And when you’ve finished, thank us for listening.

We’ll end up thanking you.

Boris sets a rumpled example

What’s Boris Johnson’s main appeal? Anti-slickness.

The new British prime minister is notorious for his undignified stunts and sloppy personal appearance. But in an age of presentation coaches and instant feedback, this isn’t necessarily a liability.

Marketing guru Don Peppers in Life’s A Pitch calls it de-slicking your production. The idea is that a sharp and faultless presentation can intimidate people and work against you. Don recommends injecting a note of humanity, for example by giving some of your pitchtime to an unpolished junior who will likely make a few harmless slip-ups.

SCRATCHING IT

A handsome and imposing manager I met early in my career recommended rubbing your backside on the way out of the room to show you’re just a person.

Boris Johnson metaphorically scratches his ass in public. It’s both funny and deplorable. But slick it ain’t, and that should work in his favor.

The lure that hides a hook

It’s a common marketing technique that also happens to be illegal. Bait-and-switch means that customers are drawn in with an alluring offer, then flicked over to an item that’s more profitable.

This is often done by denigrating the special deal once the customer is in the store. “It’s a nice vacuum cleaner, but we can’t include a guarantee.” Or “Frankly, you’re too classy for that suit.”

PAINFUL WITHDRAWAL

A sophisticated version works like this. You want cosmetic work done on your nose. The first consultation, including a diagnostic examination and X-rays, is very reasonably priced. You’re happy to go ahead.

Then you get the quote for the operation, which frankly looks outrageous. But by then, you know the doctor (who is a nice person) and paid for the preliminary work. You’re in the system.

Bait-and-switch is hard to prove, which is why vendors get away with it. In all cases, you have no obligation to complete the purchase. It’s painful to start again somewhere else – but can hurt more not to.

When your writing won’t work

Stuck with your content writing? If an article won’t flow, chances are that you’re suffering from a common problem, which is that you don’t have a clear picture in your head of whom you’re writing for.

The result is that you can’t think what to say or how to say it.

Stop and consider. Work out who your audience is and try to envisage a typical member of that audience. Start writing again.

This trick is usually effective. Vague sentences are replaced by precise, targeted phrases and everything seems to flow.

You can’t write for everybody. Try instead to write for somebody. The likely outcome is that it will be read with pleasure by many.

Use it to persuade a stranger

The phone is a great but forgotten business tool. It lets you chat informally with people and communicate warmth, while picking up the nuances of their speech.

The more I replace phone talk with email or text, the less cooperation I find. Despite the use of emojis, written words are coolly transactional and don’t convey the human touch.

You can’t sell as successfully by email as in person or by phone. Even when using the phone for that purpose, it’s best not to leave a voicemail asking for a return call. What works is to say, “sorry I missed you, will try again”.

Anything that shifts the onus onto the other person is likely to reduce your chance of success.

Text and email are wonderful for associates, friends and family. But when trying to persuade or convince a stranger, nothing beats the human face or voice.

Comfort is underrated

We’re tired of hearing it, aren’t we? Move out of your comfort zone. The advice is supposed to be a key to personal success.

I prefer to remain in mine – especially if it’s uncomfortable for everyone else.

Stretching yourself to the point where it hurts is based on the notion that unless new horizons are sought, we’ll remain forever stuck on the couch. I’m all for pain avoidance and have got nothing against wallowing, provided it’s productive.

ALBERT’S ZONE

The Swiss mathematician and physicist Albert Einstein spent his days working on complex theorems because he found them to be enjoyable and stimulating. “Get out of the house, Albert! Go put on your skates or climb a mountain.”

Einstein was entirely comfortable with staying inside and solving the mysteries of time and space.

Isn’t simply a matter of grit

The new year is a time for resolutions, in which we decide to begin projects or fix problems that require our attention.

We’ll need persistence to see these thing through, since outcomes can take time to achieve and may face hurdles along the way. Persistence is the key to success.

Or is it?

There are two types of people in the world: those who give up easily, and those who don’t cave in soon enough. Huh? We hear a lot about the first sort, and are encouraged to beat up on ourselves for showing this tendency.

Yet the second type is also common. These folk are inflexible and keep going after they should abandon their effort or change tack.

Here’s a resolution for 2019: If something isn’t working, don’t continue. Stop what you’re doing and think about what’s causing the blockage. Look around for an answer, ask people, read up, and sometimes just wait.

Resolve, in other words, not to let persistence get in the way of success.