Harcourt Lane

Content consultancy.

B. Andrew

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Newspaper headlines – getting them right

Headlines perform many functions. One such is to draw the reader into the text that follows. Thus a headline must entice, and not repel.

Sometimes, a headline must report bad news. This frequently happens in newspapers and other topical publications. The key here is sensitivity.

I don’t think this headline (from today’s edition of the UK Daily Telegraph) somehow grasped that point. Just in case the link is subsequently updated, here is the text of the headline:

Isil destroys Roman-era columns in Palmyra during execution.

In reading this headline, it struck me that the greater emphasis had been placed on the destruction of the Roman-era columns. Special as these Roman columns are, I would have thought that the emphasis should have been placed instead on the killing of the captives. The headline somehow gives the impression that the destruction of the columns is a more tragic and newsworthy matter than the execution of the captives.

I suppose a counter-argument would run that, by now, we should be so inured to these acts of violence that they are no longer to be regarded as shocking news. And that, rather, the news element lies elsewhere – in this case, in the destruction of the Roman columns. However, this is not an argument that I would support. We should never sacrifice the element of sensitivity. It is very important for the relationship between the writer and the reader, and, more important, it comes down to basic humanity.

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Five tips for a killer speech

A speech is no good unless it sounds great. It doesn’t matter how good it looks on paper; delivery is key.

Here are five tips to help you deliver a killer speech.

1. Practise. Read it out loud beforehand. Make sure you are comfortable with the style, tone, and language of the speech. Make sure it sounds like you.

2. Vary your delivery. Monotonous speeches are uninspiring to deliver, and not much fun for the listeners, either. There are different techniques you can use to vary your delivery. For example, you could place emphasis on certain words and phrases. However, be judicious in selecting the right things to emphasise. It could be jarring for your listeners if words are emphasised at random. You could also insert pauses in your delivery. Here, you could rely upon the punctuation marks for guidance.

3. Breathe right. Take a deep breath, and, as you release it gently, ever so consistently speak your words. Breathe from deep within. How do you know if you are breathing right? Here is a quick test. Place your hand on your stomach as you breathe in and out. If you are breathing deep, your hand should move up and down.

4. Look at your audience. This conveys authenticity, a key factor in connecting with your audience. If you are reading a prepared speech, take it in parts. Know what is coming next in each paragraph of the speech. Look at the speech to remind you of your paragraph, and then, look at the audience and deliver it. Make your paragraphs as short as possible, to enable you to take it in easily without having to look too much at the text.

5. Use your body. Body language is important. Whether you realise it or not, your body is telling a story of its own. Even if you stand passively throughout your speech, your body language is nevertheless informing your audience of something about you and your delivery. So if your body is telling a story anyway, why not choose to direct the story your body will convey? For example, you could use your hands when emphasising your points. If space allows, you could take a few steps as well. Even standing still could be used to good effect. For example, after delivering a few sentences while walking, you could stand still to make a salient point. However, your body language must match your story, in terms of tone and pace. So use sprightly body language for a strident and upbeat message. Of course, different body language is appropriate if delivering sombre news.

Giving a speech can be nerve-wracking, but it can also be enjoyable if you relax and permit yourself to soak in the moment. With proper practice, good delivery technique, and an authentic feel for the occasion, you can achieve it!

To sign up for one of our public speaking courses, contact us here.

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Welcome

Welcome to the Harcourt Lane blog, written by Bel Andrew and Andy Given.

Here is a little bit about us.

We are communications experts with a passion for helping small businesses tell their stories.

As a small business owner, you will know all about the challenges of getting your products and services before the right customer. You will have learnt, perhaps through painful experience, that some prospects (however enticing) are not worth pursuing. You will also have learnt the need for a focused approach in identifying your target market.

But you will also have discovered that this does not always work. Despite your marketing efforts, you may not be reaping the results that you should.

Here is one question for you:

What story are you actually telling about your business?

It is important for a business to tell its own unique story. An amazing product or service on its own will not create a sale. There must be a connection between the prospective buyer and the product or service. No connection, no sale.

The unique story creates the connection.

Of course, we see it all the time in advertising.

And we see it also in the brand identity – colours, logos, slogans, things like that. They reinforce the message of the business.

These days, we see it even more in the look and feel of a website. The words, the overall impression. The interaction between user and web page.

But there are also things that we may not necessarily see – for example, the tone of voice of a company, the writing and speaking style. They might not be blatantly obvious, but nevertheless create a deep impression.

So we know that the story is vital. But that’s only the half of it.

Not just any story will do. It has to be the right story for that business, targeting the right customer.

And this is where many businesses fall down. They fail to identify their unique story, and consequently, they miss out on the story that only they can tell.

There are potential customers out there seeking you and your unique story. By not telling that story, you are blocking your path to them.

We work with businesses to help them identify that unique story, and then help them tell it in the most compelling way.

We have been doing this successfully for over 20 years. We have helped many businesses identify and articulate their unique stories, leading them to success beyond their expectations.

We have worked with businesses in many different sectors. These include publishing, sports, software, education provision, legal services, banking, and telecommunications.

In every instance, the process is the same.

We start with the unique story; first, to identify it, and then, to articulate it – the story that builds the right connection with the right customers.

We started this blog to share our experiences with you, and offer resources to help you as you position your business in the marketplace.

We are passionate about helping small businesses stand tall in the world and achieve their mission. That is our own mission.

We hope you enjoy the blog. Please feel free to leave a comment or question on any of our blog posts, or get in touch using the contact form, and we will happily get back to you.