When content isn't king

“It’s not what you say, it’s how you say it.”

You may have heard this advice already, but it’s worth looking at a little closer. Particularly when it comes to creating for channels like video.

Recently, with the COVID crisis we have been relying even more heavily on video and software like zoom to reach chosen audiences.

What do I say?

Do I need a script?

What if I say the wrong thing?

All common questions when it comes to video messages.

One piece of advice I can offer, is to worry less about the exact wording of what you say, and focus more on how you say it.

Sure, have some key messages, some bullet points, slides or an intro story ready to go.

Have a practice runs by all means.

But, if you concentrate solely on delivering an exact script, or simply reading off a teleprompter then you might be missing the point.

Non-verbal communication experts such as former FBI agent Joe Navarro tell us that only about 7% of our message is about the words we use. The rest? It’s all about our tone of voice, our gestures, the pose we are standing in, the facial expressions we use.

In this case, we could say that for once content isn’t king, it’s non-verbal communication that takes the crown.

So with your next video or zoom, have your key messages worked out and then focus on your non-verbal communication.

Here’s a few tips to try out:

1. Watch it on mute.

Record a video of your talk/pitch and then watch it without sound – what are your gestures communicating? Do you look confident? Are you smiling?

2. Keep it open

Try using hand gestures to make your points and keep the energy levels up. Always use open body language, avoid crossing or folding your arms and gesture with open palms.

3. Go off script

If your situation allows for it, ditch the teleprompter and instead give the audience your genuine message. A few ‘umms’ and ‘ahhs’ aren’t going to matter, as you’ll come across as more authentic and engaging

4. Make eye contact

While this might be a little harder in video call, you can still raise up your laptop/webcam so it’s at eye level and no one is staring at your chin!

5. Use the pause

Don’t be afraid to not speak for a moment! A meaningful pause can demonstrate confidence and keep the audience engaged.

For more advice on the power of non-verbal communication I recommend watching these two videos:

Mark Bowden - The importance of being inauthentic {Ted Talk}

Joe Navarro - The power of non-verbal communication