Bulldog Reporter
August 1, 2007
Matthew Cossolotto
“The Podium Pro”
Author, All The World’s A Podium (www.ovations.com)
Brian Pittman’s spotlight this week: Matthew Cossolotto
Profile excerpted. To read the full interview, visit link below and scroll down to this profile:
http://www.bulldogreporter.com/dailydog/issues/1_1/dailydog_pr_spotlight/index.html
Maximizing Podium Potential: Speech Coach Cossolotto Preaches Passion over PowerPoint
“If we fear public speaking more than death, the worst we can expect is to die giving a speech,” jokes Matthew Cossolotto, a former top executive speechwriter at MCI, Pepsi-Cola International and GTE who offers speech writing and coaching through Ovations International (“Home of the Standing O!”)“Better than living with that kind of fear in our professional lives is to master a few easy mind games, tricks and skills—including realizing that there really is no such a thing as ‘public speaking,’” continues Cossolotto, whose newly released All the World’s a Podium (“The Manifesto for the Authentic Speaking Revolution”) outlines these techniques in detail to help people overcome the fear of public speaking and reach their peak “podium potential,” as he puts it. “There is only speaking,” he explains. “You speak every day with friends, colleagues and family. You have conversations every moment of the day. So wash away the fear the next time and lower the ‘public speaking’ terror alert by saying, ‘It’s just speaking’ when you step on stage,” advises Cossolotto. “Sure, it’s a mind game. But so are the tricks your mind plays on you that cause you to be afraid. So play the game to win—use those tricks to serve yourself rather than undermine yourself.” Read on for more, along with key insights into today’s best—and worst—presenters in politics and business:Who is the best speaker in the presidential race now—and why? I’m not alone in saying Barack Obama is excellent. One thing he does better than others is he comes across as being authentic and thoughtful. He also seems to be present in the moment—he’s not just scripted. He’s engaged with the audience. The best speakers see the opportunity as a two-way street. Barack seems to “receive the audience” with his eyes as he speaks. That’s pretty unusual, but it’s very effective. Bill Clinton is a master of doing this. Giuliani is good at it, too. There’s a kind of one-on-one conversation quality that you see in Barack, Rudy, Bill Clinton and a few others. What’s the biggest mistake CEOs make in presentations and speeches? Far too many executives rely on slides or PowerPoints. The technology has some positive uses, but it has been abused. Most speakers using PowerPoints don’t use them correctly. Most audiences experience a slow death by PowerPoint. So I’d say that’s the biggest problem. Close behind—and related to this—is being almost exclusively trapped in the left brain: the content. Speakers should not be “content with content.” Instead, I advocate “whole-brain speaking,” which is a “value added” approach to speaking. The audience is listening and understanding using their whole brains. Speakers should use their whole brains, too. What is the “Wizard of Oz Formula” mentioned in your book about?It’s based on the three key colorful characters: Scarecrow, Tin Man and Cowardly Lion. Every speech needs to contain elements of what these three characters were seeking: brains (content, information), heart (passion, emotion) and courage (call to action, asking the audience to do something, even demonstrate courage). The greatest speeches have these three elements.What is the “SPEECH” six-point checklist mentioned in your book? I’ve also made this list available free to people who visit www.ovations.com if they sign up for my newsletter updates. But the quick overview is this:
- Strong start: Don’t open with predictable pleasantries. Surprise the audience with an interesting quote, a little known fact, an unusual observation or a personal story. Then link the opening to your topic and your close.
- Pause for effect and drama: Well-timed pauses help to emphasize key points, create drama and pique the interest of the audience. Pausing also conveys an impression of self-confidence, command and poise.
- Eye contact: Establish regular one-on-one eye contact with audience members. This allows you to “connect” with the audience. It keeps listeners alert and enables you to “read” audience reaction. You can only look at—and speak with—one person at a time. Keep your eyes “on the road.”
- Enthusiasm and energy: Enthusiasm and high energy are essential. Banish monotony by stressing key words and using natural hand gestures and facial expressions. Imagine you’re talking with a close friend about a topic that really excites you. Don’t be afraid or embarrassed to show how passionate you are about the subject.
- Conversational style: Using a conversational delivery style helps you “talk” to your audience. Speeches should be written for the ear, not for the eye. Use everyday language, short sentences and memorable word pictures.
- Humor: Many speeches are part entertainment, part information transfer. Using appropriate humor—not necessarily canned jokes—to reinforce your main points will help you get your message across and increase your “likeability.” An audience that laughs with you also likes you.
Why do you do this—what are you most passionate about in your work?Early in my career, I was passionate about getting the words right in speeches on Capitol Hill and getting clever phrases out. I liked that from the communication perspective. But as I progressed, I noticed it wasn’t about the content anymore. It was about the connection first, then the content. So, I focused on the idea of “not being content with content.” That’s the doorway into “whole-brain speaking” and is one of the mind shifts that I preach. So now, I’m passionate about empowering others. I have another book, called Habit Force, about the habits and mindsets that hold people back. I call them the six “F-A-I-L-U-R-E” traps. The idea is you can recognize and replace the failure habits with corresponding “S-U-C-C-E-S-S” habits. For example, the “U” stands for “undermining” oneself. You replace that with “empowering” habits, starting with positive affirmations. I believe that success is an inside job, and speaking is a part of that. If you want to succeed and be a leader, you have to speak. Leaders speak and followers listen. To advance your career—you must banish the fear. You can start by empowering yourself and reprogramming all the negative habits in your mind. I believe that, and it’s why I do this work.
About Matthew Cossolotto, aka The Podium Pro
Author of All The World’s A Podium and HabitForce!, Matthew Cossolotto works with leaders and aspiring leaders who want to advance their careers and enhance their influence by reaching their Peak Podium Potential. Matthew is a former House-leadership congressional aide and senior executive speechwriter at MCI, Pepsi-Cola International, and GTE. To book Matthew as a guest speaker or Podium Power! program leader, please call 914-245-9721 or email standingo@ovations.com. Visit www.ovations.com for more information and to order signed copies of Matthew’s books.
By Matthew CossolottoLeaders are people too. And this means leaders are creatures of habit just like everybody else.Aristotle said it well: “We are what we repeatedly do. Excellence is not an act, but a habit.” The same thing can be said for failure. Basically, Aristotle recognized the power of what I call “HabitForce.”Fast-forwarding a few centuries to the present, I believe it’s essential for the PR and public affairs community to appreciate the role “HabitForce” plays in determining the behavioral and thought patterns of the executives and officials they serve.Note this: Our personal “HabitForce” operates on autopilot, like a software program or personal operating system. If you’re providing PR support for somebody in a leadership position, it’s a good idea to be aware of specific “HabitForce” patterns, especially those that tend to work against the interests of the organization, the country, or even the world community at large.
