79 Don't Read It - a podcast by Dr. Greg Story

Nervousness when presenting can make us do strange things.  Two of those are reading our speeches or trying to memorise them. Both are a potential disaster and best avoided.  We think we have to read it or memorise it, because we are not sure we will know what to say. We are killing our audience when we read it and we are jousting with a meltdown if we fail in our memorization. Today we will take a look at why these two techniques are a poor choice and look at what we can do instead.

 Welcome back to this weekly edition every Tuesday of "THE Cutting Edge Japan Business Show"

I am your host Dr. Greg Story, President of Dale Carnegie Training Japan and best selling author of Japan Sales Mastery. We are bringing the show to you from our High Performance Center in Akasaka in Minato-ku, the business center of Tokyo.

Why the Cutting Edge? 

In this show, we are looking at the critical areas for success in business in Japan.  We want to help advance everyone’s thinking so that we be at the forefront, the Cutting Edge, of how to flourish here in this market.

Before we get into this week’s topic, here is what caught my attention lately.

Tokyo based venture company A.L.I Technologies aims to release a mass market flying motorcycle by twenty  twenty  two. Called a hover bike they plan to sell them in emerging economies in Africa, the Middle East and Asia where there is poor road infrastructure.  The vehicle will use propeller power to hover centimeters above the ground.  It will stay at the desired altitude through technologies that use sensors to avoid obstacles.  The price will roughly match those of mini vehicles.  In other news, Seven Eleven has launched an experimental program by shortening business hours at some directly run outlets in order to consider whether to revise its policy of operating twenty four hours a day.  There are currently fifty eight thousand convenience stores in Japan, dominated by Seven Eleven, Family Mart, and Lawson. Most convenience store chains require that they be run without a break. The labor shortage in japan however is driving this review.  Franchise store owners are finding it increasingly hard to hire staff. There may also be some greater effort toward using automation and artificial intelligence to run stores without staff to get around the staff shortage problems.  Finally, Suicide is the leading cause of death among children aged  ten  to  fourteen  in japan. It now accounts for  twenty  two  point nine  deaths in this age group.  Overall suicides peaked in  two  thousand and  three  at more than  thirty  two  thousand. In  two  thousand  and  seventeen it had dropped to  twenty  thousand  four  hundred and  sixty  five per  year. For children there has been noted surge in suicides after holidays such as the spring and summer vacations.  Last July the government adopted a suicide prevention plan, strengthening counseling on-line while also giving lectures to students on how to seek help when they have concerns.

This is episode number seventy NINE and we are talking about  DON’T READ IT     Soredewa ikimasho, so let's get going.The content was really great and the way the words were put together was quite clever.  Obviously a tremendous amount of work had gone into this piece.  The speaker had a previous professional journalistic background and the careful selection of just the right vocabulary and the descriptive flourishes were excellent. The speech however was a dud.

It failed miserably because it was a written speech, read to us.  He could have emailed it to all of us and we could have read it for ourselves. If we read it for ourselves and struggled with some of the big clever journo style words, we could still break out our dictionaries and plumb the meaning.

The next speaker just spoke. He wasn’t such a fluent talker, sometimes stumbling over some of his words, occasionally stuttering, but he had everyone’s attention because he was authentic.  He wasn’t reading to us, he was looking at us and connecting with us. He had a slide deck, but he just used this as his navigation, to help draw us into his story.

The issue here is how should we deliver the content we have designed.  Do we have to remember it exactly, memorise it so we can be faithful to our speech design and message?  Speakers get very hung up on their content.  They feel that they have to deliver the perfect coalition of words to get their message across. 

Our first speaker couldn’t memorise his speech because it was way too long. That is the case for just about all of us.   Usually the sheer effort required is not worth it.  His speech content was far superior in the construction of the content, compared to the second speaker.  But he failed as a communicator, because he read it to us. All of his effort went into the crafting the script and nothing into the delivery.  It was all about him and how clever he was and not about us in the audience.

If it is a very short speech, you can try and memorise it, but these are usually very special occasions. Japan is a very formal country, so if you are asked to speak at a friend or subordinate’s wedding here, then there are established protocols and sentences you must use in Japanese.  If you greet the Emperor of Japan, then there are set things you must say in Japanese, the specific content will depend on the occasion.  Mick Jagger told me not to drop names, but I have done both and I did memorise the content. These were short pieces, so I could manage them without getting myself into trouble.

However I did get myself into serious trouble though, trying to memorise a longer speech.  I was the Dean of the Kansai Consular Corps at the time and was asked to speak at the farewell party for China’s Consul General Li, before he left Osaka for America.  I had studied Chinese at University and although pretty rusty, thought I could pull off a short speech.  Because I am not a fluent speaker of Chinese, having lived here in Japan for thirty years, I had to memorise the content.  The plan was to memorise the first part in Chinese and then switch to Japanese, which was much easier for me. 

As the Australian Consul General in Osaka at that time, I thought this would be a pretty deft piece of national branding, emphasising Australia’s commitment to Asia.  As we say, it seemed like a good idea at the time!

Find out more when we come back from the break

Welcome backLet me introduce a couple of coming opportunities to you.  On May 27th and July 8th we will run our One Day Successful Public Speaking Course. For two days on July 10thand 11thwe will run our High Impact Presentations course. Details are on our website at emjapan.dalecarnegie.com

Back to where we left off. This is where memorisation can get us into trouble, and this includes trying to do it in your native tongue. Well I wasn’t doing this in English, so it was a high risk strategy.  So off I went, with no safety net.  I was doing fine actually, until I got to a quote from the famous poem by Mao Zedong called “Reascending Jinggangshan”.  All of the Chinese guests in the audience immediately recognised it and started applauding enthusistically.  At this juncture I made a self inflicted, fatal error. 

While they were applauding I was wondering what to do next.  After having a brief internal debate with myself, I decided to wait for the applause to die down and then resume my memorized speech.  Because it was a memorised speech and not natural conversation, it was a forced exercise to remember the words.  Disaster.  Suddenly my mind went completely blank, and I mean a total whiteout. 

I could not recall what came next.  If you are ever up on a big stage, facing thousands of expectant faces and your mind goes blank, you will find that a solitary microphone stand is not much cover behind which to hide your embarrassment.  After about 20 seconds of stone motherless silence, which felt like an eternity, I was somehow miraculously able to pick up the next part and complete the speech, before switching into Japanese.  I learnt it is pobably wiser to avoid memorising your speech.

Please don’t read it to us either, if you can avoid it.  If it is a highly technical speech, something with gargantuan legal implications if you get it wrong, a life or death statement to the media or on behalf of your absent big boss, then you may have no choice. If so, then please use as much eye contact with your audience as possible.  You can study the text, such that you really know the content.   You can read the first part of the sentence, then voice the last section while looking at your audience and still remain perfectly faithful to the sacred text.

You can read the words and add in gestures, to emphasis the message.  You can stand straight and tall and project confidence, reliability, credibility and trust rather than hunching down over the microphone stand.  You can have pauses, to allow the audience to digest the key points.  You can hit key words for emphasis and can use voice modulation to bring the text alive. Please, please, please do not have your head down, eyes glued to the text and cut yourself off from your audience. 

Even better, read your audience not your text.  Observe if they are buying what you are saying, see if they are understanding the point.  You don’t have to memorise your talk or read it to us or read the slides to us.  You can have speaking points and talk to those points.

For the vast majority of speeches, a conversational tone of talking to key points will work extremely well. If it is severely formal and you have either memorise it or read it, well go ahead.  However if you don’t have that type of caveat, then look at us, talk to us and engage with us.  We will forgive any sins of grammar, pronunciation or lack of speaking fluency in the delivery.  We will connect with you and we will receive your message. We will regard you highly as an authentic person who spoke from their heart.  And we will remember you thereafter in a positive vein.

THE Cutting Edge Japan Business Show is here to help you succeed in Japan.  Subscribe on YouTube, share it with your family, friends and colleagues, become a regular.

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Our website details are on screen now, enjapan.dalecarnegie.com, it is awesome value, so check it out. Please leave me some feedback on YouTube, I would love to know how this show helped and what other topics you are interested in for me to cover.  Remember I am here as a free resource to help you, so just tell me how I can help you best.

You might also enjoy my weekly podcasts. Look for the Leadership Japan Series, The Presentations Japan Series and The Sales Japan series wherever you get your podcasts.

In episode Eighty  we are talking about true north in sales. Find out more about that next week.

So Yoroshiku Onegai Itashimasu please join me for the next episode of the Cutting Edge Japan Business Show

We are here to help you and we have only one direction in mind for you and your business and that is UP!!!

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