Anyone worried about the volatility in the stock market, like I am? To understand it better I’ve been watching CNBC a bit more but I’m no finance/investment expert and sometimes I get lost. Not just in the numbers but in the language, the jargon.

A shame really, because to grow an audience, one would think outsiders need to get the message  Hello, MEDIA TRAINING!  Below are few examples from this afternoon’s Squawk on the Street.

 Ari Wald is the Head of Technical Analysis for Oppenheimer. He knows his stuff and is clearly personable and comfortable on camera but listen to his comments on the issue of Amazon’s price drop:

 

“Given the macro backdrop”, “shape of the yield curve”, “no support levels have been breached”, huh? 

That was so full of jargon Finance 101 for dummieswas my first google destination! – 34 seconds of “moneyspeak” to get to the last line “Amazon’s a winner, let it run”. 

Now, for comparison take the opposite guest, Gina Sanchez, CEO of Chantico Global.


 

She picked one side of an argument and delivered her opinion, backing it up in a way that anyone could relate to.  

Again, it’s clear Wald knows his stuff and I assume Wall Street and hardcore viewers understand what he’s talking about. Will the entire audience, a new audience?

You often find some of the same disconnect in Silicon Valley. Some Exec’s and engineers spew so much “Tech Speak” the message gets lost. If you want to masses to know about your product or service, that pitch needs to be relayed in language EVERYONE can understand.

Wald did a much better job in this clip about Snap, Inc. even getting in a great “falling knife” analogy. However, he was once again overshadowed by the second guest, Boris Schlossberg, who was quite convincing by comparing Snap to MySpace and finishing with, “…it’s a dead man walking!”

Unfortunately for Snap, Inc. I understood that completely!

Need some help moving from “MoneySpeak” or “TechSpeak” to language EVERYONE can understand? In just one four hour session, FRMediaTrain can make sure your message is heard loud and clear. Shoot us an email info@frmediatrain.com or comment below for a free consultation!

Here’s a clip we’re proud of:  William Bruzzo, an Orange County defense attorney and former Marine was asked by i24TV to talk about the legal strategy of President Trump’s newest lawyer, one Rudolph Giuliani. 

We love the fact that right out of the gate, he gave definitive answers and cited several examples (Nixon, his own experience) to back those points up. Not shy about blasting the administration, by our count he worked in no less that six great lines to get his point across. He was clearly prepared and delivered in context, grabbing the viewers attention quickly! 

How about this one, “Trump may own the circus, but the latest Ringmaster is Giuliani” or “It’s almost as if Giuliani was sleepwalking through this thing, or talking casually to his family at Thanksgiving dinner”,  “I’m not sure he knows what he’s doing”! Bruzzo does, well crafted, opinionated, well delivered. Bravo, Sir, Bravo!

(and yes, we helped refine that ability to answer questions AND entertain, media training works!) Send us an email if you’re interested in doing the same: info@FRMediaTrain.com

 

What used to be called “Politics” is all the rage on cable news these days. From the moves (and tweets) coming out of the White House to the divide on Capitol Hill – nearly every night there’s something new for pundits to debate. 

One might think, at some point, the audience would burn out. But there seems to be no sign of that. Ratings rise like Amazon stock and the echo chambers are in control. Viewers enjoy – and have come to expect – hearing, like-minded commentary and spin, regardless of the issue. They tune-in in record numbers to validate their own opinions, branding the opposite side “fake news”. The networks are of course complicit because having a fervent, dedicated audience is a cash cow.  But that’s a topic for another post…  The point here is watching that nightly spin is often times monotonous and predictable, which is why it’s refreshing to hear someone on the other side of the aisle give a straight but also entertaining answer to a question that could easily have been another chapter in that spin cycle.

Take notes kids! During a recent appearance on MSNBC’s “11th Hour” Mike Murphy, a Republican strategist was asked about the Democrats big gubernatorial wins in Virginia and New Jersey and what it might mean for the 2018 mid-term elections. Listen to this! —>

Murphy broke it down in two minutes, reminding us of his political experience and adding flair to his answer by featuring 5 or 6 memorable phrases and analogies. From “he couldn’t deliver a pizza “, to “it’s like living in Sparta”, he had the anchor and the other guest laughing and nodding their heads. 

He absolutely STOLE a 10-minute segment on election politics with that single answer. It’s a big reason, along of course, with his credentials – that keeps the phone ringing and his calendar booked.

The lesson is simple: In today’s saturated political talk-fest it’s good to be an expert. But in order for your commentary to resonate you must be entertaining as well. 

 


 

 

FRMediaTrain can teach you how to be an “Entertaining Expert”.

Free Consultation!

 

 

 

Why It Matters in Today’s Changing Media World

In this immediate Twitter age, this era of “Fake News” and cable networks that lean toward the political poles there is a supreme need to stand out. One way to do it is to be loud, be controversial, be.. well, polarizing. Of course, if that’s the case you’re probably only being heard by half the audience, the half that agrees with you.

However, if you want to be seen as a go-to expert, no matter the outlet on which you appear or how people perceive your credentials, prepare the way Jeremy Bash prepares!

During the Obama administration Bash was a Chief of Staff at the Department of Defense and before that the CIA. He’s a regular on MSNBC lending his perspective to various political and national security crises. Without a doubt, his ideology leans left and he is critical of the current administration. But, dare I say, no matter the political bent his comments would work on ANY network because they are delivered so colorfully and to the point. The reason is simple, he’s prepared and practiced.    

Take for instance, this exchange with Brian Williams, after a Washington Post report was published alleging the President gave highly classified intelligence to the Russian foreign minister during his Oval Office visit. It’s simply soundbites gold!

In his opening sentence, Bash immediately captures the audience (and set off a Tweetstorm of reaction) with his “face palm” analogy. Then, he outlined his reasons why, stating two distinct and clear points for the audience, tying everything together. He actually counted, “1” and “2” keeping everyone engaged. Don’t think for a minute this came off the top of his head! Sure, Bash is paid for these types of provocative comments but in just about 40 minutes of preparation, he clearly thought about the message he wanted to deliver and exactly *HOW* he would phrase it.

Even after the second question Bash used a PREPARED comment, adding even more perspective to his previous opinion with another example of why he thought the news was so stunning and concerning. He held no punches, calling the Russians the “least trustworthy intelligence service on the planet” and throwing in another colorful term with the “golden jewels” description.

The first answer was :32 seconds, the 2nd answer was :22 seconds. In that setting, the perfect time frame which you can bet, was also pre-planned and practiced! Bash came up with a succinct, colorful way to deliver his points right off the bat using his own expertise and experience as a backdrop.

Bash gets a paycheck to deliver his opinion because he has expert credentials, having worked at the highest levels of government, but also because he’s never boring. Here’s a quick clip from the same show 6 weeks ago soon after the White House fired national security adviser Michael Flynn. It’s another example of a descriptive, splashy soundbite that went viral as Bash described how he saw the crisis and the response from Capitol Hill.

Ohh-kaay, He didn’t yell, he wasn’t attacking, he didn’t insult, he simply told a “story” as a way to deliver his expert opinion. Again, soundbite gold! Great examples that illustrate, regardless of whether you’re paid to give your opinion and no matter which side of an issue you lean, you can have an impact. Preparing to deliver your message will always make it resonate with an audience and FRMediaTrain can show you how!