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The Secret of a Successful TV Interview
I have interviewed many politicians and businessmen over the years. It has always disturbed me, the number of people who transform in front of the camera. Off camera they are relaxed, friendly even humorous. When the tape starts rolling a metamorphosis occurs.
They become deadpan, monotone and at times even inhuman. Their appearance is not unlike that of a stuffed dummy.
This is not the way to grab the interest and support of your audience. I always advise clients that successful TV interviews are all about the art of being human.
People relate to real people. Take a look at the spate of Reality TV shows that are inundating TV channels around the world. Why have they been so overwhelmingly successful? Why do people watch shows like Big Brother and Survivor - not exactly shining beacons of heavy weight intellectual content. Don't knock them. They have cottoned onto the " real people" secret.
It's simple really. People are interested in other people - in their behavior, interactions, personalities, strengths and weaknesses. People are not interested in corporations; they buy into the people behind the facade. They respond to the personality of the corporate spokesperson.
When being interviewed, I find that one of the most common mistakes made by spokespeople, is to neutralize their own personalities, believing they should project a correct, neutral corporate image. No wonder nobody pays them attention!
Visual communication has very high credibility. The saying "we see eye to eye" is not without basis. We form opinions based not so much on what people say but what we see. We subconsciously interpret complex non-verbal signals such as eye and facial expression, body language, hand gestures, breathing patterns and the tone of voice. This is why we choose to have critical negotiations face to face rather than over the phone or via e-mail.
We are far more likely to make up our minds about the credibility of communication when we see some one face to face. That's the reason why a television interview is so influential. It can be a very powerful weapon in one's marketing armory, yet so many people either underestimate its importance or avoid the opportunity of appearing on TV.
Once you master the art of being human on television, people will pay attention!
