Why It's So Hard to Communicate Our Value with Lynn Smith
Oct 22, 2024In the latest episode of Keep What You Earn, Shannon sat down with transformative media and confidence coach Lynn Smith to delve deep into the elusive art of communicating value. With Lynn's impressive background as a news anchor for major networks like NBC, MSNBC, and CNN Headline News, she brings a wealth of experience and insights, especially pertinent for entrepreneurs looking to make an impact.
One of the first myths Shannon and Lynn debunked was the notion that great communication, especially in public speaking, is an inborn talent. Lynn passionately asserted that while some may have an "it factor," effective communication is fundamentally a learned skill. She herself faced tremendous doubts from her first news director who believed she wouldn’t make it in TV. Yet, she overcame these odds and developed her command over public speaking through rigorous practice and confidence-building techniques. This message is crucial for entrepreneurs who doubt their capabilities in pitching or presenting.
When discussing what truly makes someone charismatic on camera, Lynn emphasized the importance of authenticity. She noted that this is a vital skill not just for TV anchors, but also for business leaders who must convey their vision and value to investors, clients, and stakeholders. Shannon echoed this sentiment by emphasizing that 90% of sales is about building trust and conveying authenticity. Every time an entrepreneur presents their business, they are not merely pitching a product; they are sharing a part of themselves, their vision, and their mission. In Lynn's words, "People buy your products not because of your products, but because of why you created them."
The conversation took a poignant turn when Lynn shared her personal fear of public speaking, despite her extensive on-camera experience. Even she, a celebrated news anchor, grappled with anxiety during live keynotes. This personal vulnerability is what makes her relatable and trustworthy to her clients. She uses her story to connect with executives who experience similar fears, offering them practical solutions she used herself. Shannon was quick to point out that such stories are powerful differentiators in a crowded market. They humanize the entrepreneur and build deeper connections with the audience. Specificity and vulnerability, as Lynn demonstrated through her narrative, are key.
Both Shannon and Lynn stressed the importance of articulating the "why" behind a business, product, or service. Entrepreneurs often focus on the features of their products or their revenue goals, but it’s the "why" that truly resonates. Shannon shared her own "why": her belief that understanding financial concepts is a fundamental right everyone should have. This drove her to simplify and educate others about taxes and financials in an approachable manner. Such a mission not only sets her apart but also makes her services more appealing to potential clients who share that belief.
It's one thing to say you want to make people better at something, but it’s another to specify the tangible benefits and impact. Shannon noted that many entrepreneurs fear specificity because they aim to help everyone with everything. Lynn agreed, underscoring that vague missions often fail to connect. By contrast, specific, actionable goals — such as ensuring CEOs don’t miss out on opportunities due to public speaking fears — create compelling narratives that attract and retain clients.
Lynn’s practice of openly sharing her struggles with public speaking has proven invaluable in her coaching business. Instead of trying to appear perfect, she embraces and communicates her flaws, making her relatable and trustworthy. She encourages entrepreneurs to do the same, arguing that revealing vulnerabilities can actually fortify client relationships. Shannon agreed, adding that the entrepreneurial journey itself is riddled with challenges that, when shared, can act as powerful learning experiences for others.
Communicating value effectively in business requires more than just a compelling product or service. It demands authenticity, a clear articulation of the "why," and a willingness to be vulnerable. By doing so, as Shannon and Lynn highlighted, entrepreneurs can build stronger connections, establish trust, and ultimately cultivate a more loyal customer base. As Lynn eloquently put it, "Courage is so much easier when you consider the alternative." If you don’t push through your fears, the alternative is staying where you are — and for many entrepreneurs, that’s simply not an option.
Whether you're pitching to investors, selling to clients, or simply sharing your vision, remember: it's not just about what you do, but why you do it that truly matters. And there's only one you who can deliver that message in a unique, impactful way.
Lynn Smith is a National Media Expert and former anchor for NBC News, MSNBC and CNN Headline News. A seasoned speaker and moderator, Lynn uses her voice on stage to discuss some of the most important topics of our time in a thought-provoking way. Currently she advises corporations and individuals on how to tackle their greatest communication challenges, craft a compelling story, and take that message to powerful platforms in the media. Lynn is also the host of StrollerCoaster: A Parenting Podcast created by Munchkin Inc., an author, wife, and mom to 2 young, active boys.
Gain Unstoppable Confidence inside The Boardroom: https://lynnsmithtv.com/boardroom/
All social media platforms: @lynnsmithtv
What you'll hear in this episode:
04:11 Coaches executives: envision audience emotions during presentations.
08:55 Promote free knowledge; value lies in application.
10:17 Explaining taxes in understandable language is vital.
15:25 Entrepreneurs often avoid specifying tangible, concrete purposes.
If you like this episode, check out:
Acquire Cheaper and Better Customers (Financial Priority Formula Part 3)
Lowering Your Price to Sell More?
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