Ep. 3: Patricia Fripp on How To Effectively Connect With An Audience

In this episode, David sits down with Patricia Fripp, Presentation Skills Expert, to discuss the power of storytelling and how to effectively connect with an audience.

Patricia’s Bio:
Companies hire Patricia Fripp to help them drive more business by perfecting their sales conversations and presentation. She is a Hall of Fame keynotes speaker, executive speech coach, and sales presentation skills expert. Her online learning program, FrippVT.com Powerful, Persuasive Presentations, is embraced as a “must-have” by speakers and companies worldwide. Kiplinger’s Personal Finance wrote that learning presentation skills from Patricia Fripp is one of the best ways to invest in you. She is the author of two books and co-author of another three. In 2019 she was named “One of the Top 30 Women in Sales” and “One of the Top 30 Global Gurus.”

Patricia’s Links:
FrippVT Powerful, Persuasive Presentations online learning: https://www.frippvt.com/
Website: https://www.fripp.com/
Email: pfripp@fripp.com
Facebook: https://www.facebook.com/frippVT/
Twitter: https://twitter.com/pfripp
LinkedIn: https://www.linkedin.com/in/executivespeechcoach/
Instagram: https://www.instagram.com/frippvt/?hl=en
YouTube: https://www.youtube.com/user/PatriciaFripp

Key Quotes:
1. “It doesn’t matter how good I am at anything, the world has to know.”
2. “You still have to keep promoting because you always have to resell your customers that you have, that you are still the place you want to go.”
3. “Your best customers and clients are the hottest prospects for your competitors.”
4. “There are no free speeches.”
5. “Your message has to be of interest to your audience.”
6. “Think as an audience advocate.”
7. “We respect a position. We will fight in the streets if we feel an emotional connection to the person behind the position.”
8. “Storytelling is about people.”

Links Mentioned In The Episode Jack Reacher by Lee Child (Book 1): https://amzn.to/3pkNyKJ

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Show Transcript

David Horsager: Welcome to the trusted leader show david horse saga. Here I have a very special guest. She’s been a coach of mine. She’s coached celebrity athletes and celebrities CEOs around the country and around the world. Welcome, Patricia Fripp


Patricia Fripp, Presentation Skills Expert: Thrilled to be with your bedtime. You invited me


David Horsager: Well, I’m thrilled that you’re here because you’ve made a huge difference in my life and 100 speeches or. So I do a year I’m reminded you know by having you on that. Warren Buffett said


David Horsager: You can add 50% to your net worth by becoming a better communicator. You want to you want to add to your worth become a great communicator. And I remember you saying


David Horsager: The key to connection is conversation. The key to conversations questions learned ask great questions and learn to be a better communicator. So let’s get started. Tell us three things that we need to know about Patricia Fripp


Patricia Fripp, Presentation Skills Expert: Well, one, I would not say the three things because things isn’t very specific, I would say, what three interesting tidbits other about Patricia Fripp that might not be


David Horsager: Coaching right well we’re going here. This is exactly


Patricia Fripp, Presentation Skills Expert: So some of your listeners might be interested in the fact that my brother Robert, for it is a coating the Rolling Stone magazine, the 42nd best guitarist in the history of the world, living or dead so Robert Fripp has a group called King Crimson


And


Patricia Fripp, Presentation Skills Expert: If he were here. You say I not surprised my sister gets paid to tell people what to do because she was a very bossy, little girl. Where does your listeners have already fighting back. David


Patricia Fripp, Presentation Skills Expert: Secondly,


Patricia Fripp, Presentation Skills Expert: I was a hairstylist. I left school at 15


Patricia Fripp, Presentation Skills Expert: To become a hairstylist. I mean, at that point in a small town in England, nobody expected anything of girls but I realized I was more artistic than academic and what I loved about the hair styling business.


Patricia Fripp, Presentation Skills Expert: Is exactly the same as what I’d love to bite the speaking and I’m coaching and training business and all that. So one


Patricia Fripp, Presentation Skills Expert: It is the contacts that you meet new developed relationships with two and the education.


Patricia Fripp, Presentation Skills Expert: That you receive one when you have an executive clientele and your hair styling chair or when you have the opportunity to meet executives and sales teams and you learn a little about many companies that makes you more valuable.


Patricia Fripp, Presentation Skills Expert: And will also might be considered an interesting tidbit for some


Patricia Fripp, Presentation Skills Expert: Both Korea’s


Patricia Fripp, Presentation Skills Expert: I did not start either with great talent and I am the first to tell you what my superpowers are so I am not being modest, my brothers says my sister is not backward about being forward.


Patricia Fripp, Presentation Skills Expert: And often, she’s forward about being forward. So I’ll tell you what I’m good at. But I will say I did not start with great talent.


Patricia Fripp, Presentation Skills Expert: What I did begin with was an interest in being good. And beyond that, a commitment to do what ever it took to become good


Patricia Fripp, Presentation Skills Expert: And I learned from people who were super


Patricia Fripp, Presentation Skills Expert: Now in business. We often hear the advice to get a mental but you know yourself, David. A lot of our mentors, we might never meet many of the great books. The authors that we learned so much from on dead so mentors and teachers everywhere.


Patricia Fripp, Presentation Skills Expert: So those three interesting tidbits about your guests.


David Horsager: So, so that’s a leap, though, let’s let’s hear about this from the chair to the platform because it you know most people around here know of, you know who you are, I’m sure. But some of my executives.


David Horsager: Some of the senior leaders may not. If you don’t know Patricia Fripp she’s an amazing speech coach. She has helped me. She’s an amazing sales presentation coach. She’s an award winning speaker and writer and speaker in her own right, so she were speaker Hall of Fame.


David Horsager: And you know your messages are powerful. You’ve been on some of the biggest stages in the world. So you’re, you’re not just writing, but you’re you’ve lived it. You’ve done it. But you were a hair. Yeah.


Patricia Fripp, Presentation Skills Expert: And, you know, and you know what is amazing, David. The all your executives who never heard of me, which is probably most of them. They’ve had wonderful reward lives without ever knowing your basement.


Patricia Fripp, Presentation Skills Expert: Now, hopefully, at least in this show, we can give them a taste of that makes them glad that they were listening.


Patricia Fripp, Presentation Skills Expert: I came to America 20 no job, no way to live didn’t know anyone, but I knew two powerful lessons about America and remember


Patricia Fripp, Presentation Skills Expert: At the time I came. You didn’t meet many people who’d been to America. I met two people have been to America, we only knew it by the movies. So I knew when I stepped off the boat everyone in America was rich in the streets will pay for movie stars and I have not been disappointed.


Patricia Fripp, Presentation Skills Expert: Anyway, I got my first job was at the mark Hopkins hotel.


Patricia Fripp, Presentation Skills Expert: And what I discovered that he addresses in America make 50% commission. Oh. To me, that was a license to steal you got no guarantee no SICK BAY no vacation pay no holiday pay everything was just what you may, and I


Patricia Fripp, Presentation Skills Expert: I had learned a very valuable lesson. Before I came to America. I worked on an island or France and I worked with Gentleman from the West End of London.


Patricia Fripp, Presentation Skills Expert: Who could do hairstyles. I’ve never seen before, that they were a years more experienced than I was. But one day, my boss told me, Patricia


Patricia Fripp, Presentation Skills Expert: You bring in 30% more income to the song than the men who are more experienced more talented and, of course, getting paid three times as much money as I was


Patricia Fripp, Presentation Skills Expert: But you see the difference was they thought lunch hours work for eating lunch.


Patricia Fripp, Presentation Skills Expert: I knew lunches were for squeezing three or four extra customers who could only come at lunch times holidaymakers are rich clientele. They can come anytime. But you’re the shop assistant or you work in the supermarket. You can only go in your lunchtime. So that’s how I created more income.


Patricia Fripp, Presentation Skills Expert: Will in America working 50% on commission that was a license to steal, but in the mall Calkins hotel I met people from all over the country.


Patricia Fripp, Presentation Skills Expert: All over the world I landers Haley males Russell Russell princess and then Mark. She especially asked for me because I was British and then when I was 23 I worked for Jay Sebring who was the Hollywood hairstylist. He took over our song. Now some of your listeners might remember


Patricia Fripp, Presentation Skills Expert: Jay Sebring was murdered by the Manson Family


Patricia Fripp, Presentation Skills Expert: And even if they didn’t know that from the news JC brings character was featured in what once upon a time in Hollywood. The story wasn’t accurate, but the characters were and what was really fun. I learned from the best


Patricia Fripp, Presentation Skills Expert: But what was amazing. And this is a lesson that served me so well.


Patricia Fripp, Presentation Skills Expert: At 23 I’m working for JC


Patricia Fripp, Presentation Skills Expert: JC bring did all the movie stars. Hey, I got an image that I use this morning and and webinar.


Patricia Fripp, Presentation Skills Expert: Of him cutting George pepper odds here that was in Time magazine for the movie The Blue Max, he, he was interviewed by Playboy and all the main publications when no one else was talking about men say styling and when he took over our salon, he said.


Patricia Fripp, Presentation Skills Expert: As soon as herb Cain, which was the popular columnist writes them. I’m in turn the phone will ring off the hook and it did. And I realized when I was 23 years old. It doesn’t matter how good I am anything


Patricia Fripp, Presentation Skills Expert: The world has to know and that’s when I became what I would call a shameless self promotion a shameless self promoter. So now you trunks for this into


Patricia Fripp, Presentation Skills Expert: The world of social media, my gosh, used to be newspaper magazines radio and TV interviews. Well, so once Jay done


Patricia Fripp, Presentation Skills Expert: I became the star. I was the one that was on the talk shows, because although not only was men’s hair styling relatively new, there weren’t many women. So again, I stood out not only because of my work ethic and my personality.


Patricia Fripp, Presentation Skills Expert: And then when I went into business for myself when I was 30 I all my clients I was solidly booked for 15 years was all the movers and shakers from the financial district, the very least year of the young up and coming stockbrokers


Patricia Fripp, Presentation Skills Expert: And then I started traveling nationwide for hair product company and


Patricia Fripp, Presentation Skills Expert: Of course, what do you do with your hairstyle is you talk to your clients. Babe, what’s going on with both you and they would hear I was speaking. So this all comes back to my rotary club Kiwanis Club Lions Club Breakfast Club. Can you speak at my staff meeting.


Patricia Fripp, Presentation Skills Expert: And after two talks and being the star of my Dale Carnegie class I knew how to stack my idea. So I have notes, but they’re all in my head.


Patricia Fripp, Presentation Skills Expert: And I will ruffle. The guys ball hands when I walked from the crowd and with my personality and and really fun presentation. I find this is a great way to promote my business.


Patricia Fripp, Presentation Skills Expert: Now my best friends in Dale Carnegie. We were so ambitious and we went to every we went to every rally every seminar. We heard


Patricia Fripp, Presentation Skills Expert: And we heard bite the national speakers Association.


Patricia Fripp, Presentation Skills Expert: And Chris Haggerty no no longer with us. But he was a CPA, a speaker. The I heard that was kind enough to talk to me and he said, You must go to the national speakers Association convention.


Patricia Fripp, Presentation Skills Expert: And I, Dave. I’m a great believer. When someone you admire and wish to emulate gives you advice you don’t ask how much does it cost you do it. So I turned up at my first NSA convention I was two years into a 10 year lease and I love the business.


Patricia Fripp, Presentation Skills Expert: And I thought, no one’s going to talk to me. I only talked to rotary clubs and hairdressers, and to situations and Peter


Patricia Fripp, Presentation Skills Expert: One, I saw the image of what was possible because we all know we have to have a vision of what’s possible.


Patricia Fripp, Presentation Skills Expert: You know, long before we do it. And secondly, I got discovered by Mike Frank who past president Cabot award when their pot you know everything.


Patricia Fripp, Presentation Skills Expert: And Mike would promote promoted big rallies and in a session called speak to me when you speakers could stand up and do 10 minutes he walked up to me after


Patricia Fripp, Presentation Skills Expert: And said you’re the best woman speaker I’ve ever heard. You have a brochure nice though he called me a month later and booked me to speak to 2000 people on the same program with Dr. Robert Schuller who was the minister from Garden Grove. And at the time, one of the most popular speakers.


Patricia Fripp, Presentation Skills Expert: So only in America and the national speakers Association.


David Horsager: Well, and you become an amazing speaker and an amazing coach. But let’s go back to before we jump there. Let’s go back.


David Horsager: To this wisdom in general.


David Horsager: You know, you said to me.


David Horsager: I mean you’re sitting doing the hair of some of the most brilliant movers Shakers interesting people.


David Horsager: You had to get good at asking questions you had to get good at learning what what’s the best question you ask or what’s a memorable moment from maybe there’s a question you asked everybody that came through. But I think you learn so much from the people


Patricia Fripp, Presentation Skills Expert: Who are why did because and what am I earliest speeches was everything I learned by business. I learned behind the hairstyle.


Patricia Fripp, Presentation Skills Expert: And so free to give you a perfect example.


Patricia Fripp, Presentation Skills Expert: Ernie bile. I went to his 90th birthday party and book signing.


Patricia Fripp, Presentation Skills Expert: And he died the next morning. Can you imagine going out on your 90th birthday, the day after, when all your friends were they buying your books and celebrating him, but he was in he was in PR


Patricia Fripp, Presentation Skills Expert: And I used to. I said early if you had a small business like this. How would you promote it and I would often say to people like earning


Patricia Fripp, Presentation Skills Expert: You give me so much advice your hair cut spring.


Patricia Fripp, Presentation Skills Expert: And I always remember, for example, goes into being a shameless self promoter Manny lasagna was a multi millionaire and he said to me one day.


Patricia Fripp, Presentation Skills Expert: Patricia. I don’t care. When you can’t use another stylus into this slot. I don’t care. When you can’t squeeze another client on your schedule.


Patricia Fripp, Presentation Skills Expert: You still have to keep promoting because you always have to resell your customers that you are that you are still the place you want to go.


Patricia Fripp, Presentation Skills Expert: Because as I teach. Many of my clients, your best customers and clients are the hottest prospects be competitors.


Patricia Fripp, Presentation Skills Expert: Because they already enjoying the product or service. All they have to come and say, We know you’re sold on this. Now we can do at 10% less or we’ve got a magic gizmo that they don’t have


David Horsager: Well, I want to get into speaking soon but I gotta ask one more question here.


Patricia Fripp, Presentation Skills Expert: Because I know people I know people want to hear your wisdom on


David Horsager: On on speaking and communicating and but you’ve talked about promotion a lot over all these years. What’s the best


David Horsager: Best tip you have for promotion as a solo printer or an entrepreneur.


Patricia Fripp, Presentation Skills Expert: Well, I would go back to the early days in your local community put together a non promotional but an interesting speech and give it to all the local service clubs, because


Patricia Fripp, Presentation Skills Expert: There is no, there are no free speeches, you speak for a rotary club you are in front of 30 to 40 to 50 affluent local business people committed to their community. And if you have an interesting talk. You can meet them. So that’s it.


David Horsager: I love it.


Patricia Fripp, Presentation Skills Expert: So that’s it. I would say for anyone who has expertise. So a lot of my clients. I will say YouTube


Patricia Fripp, Presentation Skills Expert: Because it’s the second biggest search engine. And if you have your content, your examples on YouTube or just your advice you can be in the insurance business in the real estate business and just just have five minute


Patricia Fripp, Presentation Skills Expert: Educational Videos that busy bills, your credentials and people think you were more famous than you are. And we are no authority. I would also, of course, everybody has to have a website, your company or individually you


Patricia Fripp, Presentation Skills Expert: And what I would recommend is what we do is always on a regular basis. Now, the world has changed this year, but we do it this year, but do every way.


Patricia Fripp, Presentation Skills Expert: you revisit you refocus and you restrict you revisit what you are saying about your offering


Patricia Fripp, Presentation Skills Expert: You refocus. So certainly people still hire me to keynote or conventions, but how I really make my living is helping sales teams or leaders.


Patricia Fripp, Presentation Skills Expert: Or executives with their presentations. I often go in and I’ll train 100 engineers twice a year for one of my clients.


Patricia Fripp, Presentation Skills Expert: And then go on site and coach them in person. So of course when we refocus my website. It didn’t focus my keynote speaking it’s there but it focuses on everybody that I coach that would be an example of that.


David Horsager: That’s a, that’s a great tip. So let’s get into a few ideas because I can think of many ways. I mean, I think of one of the tips you gave me


David Horsager: A long time ago was get your speech transcribed and cut out all the words that are worthless. Right. And that you had to saying that someone taught you about you got $30 per cents. Tell us about what K told you and you transfer that to me and made me better


Yes.


Patricia Fripp, Presentation Skills Expert: Okay, who is an acting coach said Patricia words to $10 each and you got $30 for sentence and the average person would say, but sentences have more than three words, yes, but not every words is equal importance.


Patricia Fripp, Presentation Skills Expert: That lets us just saying and and even for my civilian clients. I said, what I want you to do is I want you. I like what the order, you’re going to speak and have some opening scripting and closing scripting, but I’d rather you


Patricia Fripp, Presentation Skills Expert: Talk through your presentation talk through what you think you’re going to say, have it transcribed.


Patricia Fripp, Presentation Skills Expert: Don’t type up your speech yourself. It’s too time consuming and most people can’t even speech writers. That was the issue with the client. I was telling you about.


Patricia Fripp, Presentation Skills Expert: Tom right conversation. So what you do you want your words. So with speakers I say you got your speech, I want to live presentation. I don’t want your highly edited Devo I want what a marry your man.


Patricia Fripp, Presentation Skills Expert: And we’re having transcribed and then we’ll type Morton actually set. So even for a business executive has talk through what you want to say, have it transcribed because it’s going to start more conversational, then you can go in and edit and add specific language.


Patricia Fripp, Presentation Skills Expert: And then when you have this is what I want to say, and you don’t have to do it through the entire speech, but do the first couple of paragraphs you bold. The words that you put emphasis on


Patricia Fripp, Presentation Skills Expert: They have the $10 words. So I’m going to exaggerate. But this is an example. This is a quote I use in leadership presentations.


Patricia Fripp, Presentation Skills Expert: Jim General Eisenhower said


Patricia Fripp, Presentation Skills Expert: Leadership is the ability to decide what has to be done and then get people to want to do it.


Patricia Fripp, Presentation Skills Expert: So once you’ve done it in a couple of paragraphs.


Patricia Fripp, Presentation Skills Expert: Then it’s working on the principle, the quality spreads. So for example, if I’m coaching, someone will work on. Let’s begin work on five minutes.


Patricia Fripp, Presentation Skills Expert: You know, if you have a coaching camp with 10 people, you know, for a day you come here and I would presentation, but I said don’t worry. Whatever you’re doing in the first five minutes you’ll do in 15 minutes later.


Patricia Fripp, Presentation Skills Expert: So let’s, let’s, tighten. Let’s get specific. Let’s make it more you focused and then look at the quality of the words and adjectives. So, for example,


Patricia Fripp, Presentation Skills Expert: Use adjectives. So if you’re writing copy for an event. So, for example, whether it’s a web training or a webinar or conference. I always say mine are action packed content rich audience involving


David Horsager: So let’s go back to the, you know, we’re going to get a lot of tips here today. But there’s a whole lot more fripp.com or Fripp vt.com is fantastic. I know I’ve been transformed I’ve recommended people


David Horsager: Go there get coached whether you personally for a high dollar amount or through your online course for a little bit less if you can’t afford it.


David Horsager: But let’s go to the I remember this. David, you don’t have three ideas you don’t have three tips you know this, you have one big idea, and we call it the premise, tell us


Patricia Fripp, Presentation Skills Expert: Yes. Every, every presentation. Every podcast every article every movie every TV show has a premise.


Patricia Fripp, Presentation Skills Expert: A big idea a central thing.


Patricia Fripp, Presentation Skills Expert: So for example, let’s just say


Patricia Fripp, Presentation Skills Expert: If a leader is going to deliver a speech at the January State of the Union.


Patricia Fripp, Presentation Skills Expert: It might be a it’ll probably be a virtual Tang whole


Patricia Fripp, Presentation Skills Expert: Now whatever the name of his or her speeches.


Patricia Fripp, Presentation Skills Expert: They have an IT MIGHT BE


Patricia Fripp, Presentation Skills Expert: State of, you know, state of the company. It might be our plans the fancy tied for our plans for 2021


Patricia Fripp, Presentation Skills Expert: But the real premise is


Patricia Fripp, Presentation Skills Expert: You can have confidence in your leadership.


Patricia Fripp, Presentation Skills Expert: You’re the right place at the right time.


Patricia Fripp, Presentation Skills Expert: So there’s often the stated premise and the non stated premise and with every premise, whether it is building trust or you can have confidence in your leader leaders as you go through each segment of your content.


Patricia Fripp, Presentation Skills Expert: You have to ask yourself is what I am now saying, proving my stated or non stated premise. In other words, you might be saying that you might think yourself night, this is interesting, but has nothing to do with building trust all this is very interesting.


Patricia Fripp, Presentation Skills Expert: But I’m going too far away from building confidence in the leadership decisions.


David Horsager: So let’s take that a step further, because this has helped me, this has helped countless leaders, where they instead of just going and


David Horsager: blabbing about nothingness. They have a point that they’re proving and it makes it aligned. It makes for more memorability it makes for more buy in and makes everything better. Right. So what about what about. What would you say if you just say


David Horsager: I’m an executive I need to. I need to be a more trusted leader, I need to communicate better. What do I Patricia, how do I start


Patricia Fripp, Presentation Skills Expert: Okay, there are two techniques that every leader needs to know.


Patricia Fripp, Presentation Skills Expert: And this was after a 30 minute interview with another expert like yourself.


Patricia Fripp, Presentation Skills Expert: For blog posts, he said, Patricia, you know, this is great. I got enough information for six blog posts, but come on tell me the number one secret of a persuasive presentation is no one simple


Patricia Fripp, Presentation Skills Expert: And then I realized a brand new for purpose ism was a bag to fall flawlessly from my lips.


Patricia Fripp, Presentation Skills Expert: And for the first time in my life, which is nice. Part of my repertoire. I said,


Patricia Fripp, Presentation Skills Expert: Although, there might not be one secret.


Patricia Fripp, Presentation Skills Expert: If they were


Patricia Fripp, Presentation Skills Expert: It would be that your subject is of interest.


Patricia Fripp, Presentation Skills Expert: To your audience.


Patricia Fripp, Presentation Skills Expert: Now, just let that sink in. And then let’s go back to our leader. So one your message has to be of interest to your audience.


Patricia Fripp, Presentation Skills Expert: And so you have to what I would call think as an audience advocate. So any leader that says these strategies are going to increase.


Patricia Fripp, Presentation Skills Expert: The shareholder value and less your employees are shareholders. Leave it either this presentation, keep it for your board of directors, but in your presentation as important as shareholder value. Is it really as job security, you know, quality, all of the the workforce focus on that.


Patricia Fripp, Presentation Skills Expert: Then


Patricia Fripp, Presentation Skills Expert: The next. I don’t know if it’s a secret, but I


Patricia Fripp, Presentation Skills Expert: I said, right speech of people. Of course I do. But what I do.


Patricia Fripp, Presentation Skills Expert: The difference between a speech coach and a speech writer you can give a speech writer information middle righteous speech with me. You’ve got to be actively involved.


Patricia Fripp, Presentation Skills Expert: Because what I do is I asked questions, pull your words and polish them up pop them back in your mouth and say say to the speech writer you write that down.


Patricia Fripp, Presentation Skills Expert: And I was working with one fabulous executive. He really is in in all my one of my favorites. And this is a client attempt client I work with


Patricia Fripp, Presentation Skills Expert: And they said, as you know, Patricia were $2 billion software company. We have aspirations of being to Bill 20 billion and all your work you’ve done with the engineer’s the managers, the executives have been great. But the biggest challenge of your career.


Patricia Fripp, Presentation Skills Expert: I will presidents in France. He’s going to be over here next week.


Patricia Fripp, Presentation Skills Expert: And we want you to write him a speech. Yeah, he is a brilliant man.


Patricia Fripp, Presentation Skills Expert: And he’s not a bad speaker pretty shy.


Patricia Fripp, Presentation Skills Expert: Modest


Patricia Fripp, Presentation Skills Expert: An engineer.


Patricia Fripp, Presentation Skills Expert: And we don’t have any corporate rock stars.


Patricia Fripp, Presentation Skills Expert: We need you to write him a speech.


Patricia Fripp, Presentation Skills Expert: And turn him into a corporate rock star and you got four hours.


Patricia Fripp, Presentation Skills Expert: So I was locked in the room with this brilliant man. I said, how’d you do


Patricia Fripp, Presentation Skills Expert: If you had one sec, if you had one sentence, rather than 45 minutes. What would you say that’s how I get the premise day if you want one sentence. And he said, this is a brand new company. I said, great right this time, welcome to a brand new company.


Patricia Fripp, Presentation Skills Expert: And as we’re going through. I’m pulling these, you know, so we will make a statement and I pull more out of him. And then he was talking about this strategy.


Patricia Fripp, Presentation Skills Expert: And I said, Bernard


Patricia Fripp, Presentation Skills Expert: When was the first time you realize the importance of strategy.


Patricia Fripp, Presentation Skills Expert: And he said I was a 14 year old boy, boy, before the French Open


Patricia Fripp, Presentation Skills Expert: And everyone came in to see the French Open. They didn’t realize they were going to watch it. Watch a match of the ball, boys.


Patricia Fripp, Presentation Skills Expert: And he said, I was playing against my best friend, and we were equally matched with talent and experience, but our ball boy was his sister and she wanted her brother to win. So she was sabotaging the ball.


Patricia Fripp, Presentation Skills Expert: There’s the way she threw them. So I would be at a disadvantage. So he said I had to Patricia was when I learned the importance of strategy when you’re equally match with your competition and you’re at a disadvantage.


Patricia Fripp, Presentation Skills Expert: And I said, Bernard, you have to tell that story. He said they want to hear these stories and I say yes because and this is the secret that every leader needs to know.


Patricia Fripp, Presentation Skills Expert: We respect a position President general manager CEO national sales manager.


Patricia Fripp, Presentation Skills Expert: We will fight in the streets. If we feel an emotional connection to the person behind the position, and this is why


Patricia Fripp, Presentation Skills Expert: You know yourself with your leaders, often they will fight telling personal stories. They don’t think they’re important to let the audience, get a snapshot and find an emotional connection, very important.


David Horsager: So, I love it. And you know what I believe about stories and even though we have a lot of research going on here out of the institute and we put out a new study every year. It’s you’ve said it stories simplify the complex they connect so


David Horsager: How do we, how do we mind for a good story to tell us a few tips about great storytelling from leaders.


David Horsager: I remember this jack Welch, I think, was quoted as saying, what matters is that I’m Irish. And I can tell stories. Right, and I think


David Horsager: The one of the great CEOs of IBM said, you know, we can’t even get the quarterly learnings. We can’t tell everything, but I can tell a story and he get he would get his investments based on just being able to tell a story, the power of story. You know, it’s been thousands of years.


David Horsager: Coming, but


David Horsager: You’ve got some tips about being a great storyteller that that meets those goals of alignment and and by in


Patricia Fripp, Presentation Skills Expert: Well, one way, one very simple way. And I with every new client I do my best to do a once upon a time.


Patricia Fripp, Presentation Skills Expert: So you go back, I always begin with


Patricia Fripp, Presentation Skills Expert: Where were you born what did your parents do. What advice did they give you that developed you into the person that you become


Patricia Fripp, Presentation Skills Expert: And I promise you, almost without exception, any speaker and he NSA chapter like pulled people like the audience and asked them to do this every executive, they could begin a speech with growing up in Cleveland. My dad was an engineer and he always said


Patricia Fripp, Presentation Skills Expert: Now, again, the advice we got from our parents is universal. But, but we have to go through our lives for the turning points.


Patricia Fripp, Presentation Skills Expert: And it’s amazing.


Patricia Fripp, Presentation Skills Expert: Almost every executive like Bernard, it was when he was 14 I was working with an executive from Oracle recently and he had just moved from Microsoft.


Patricia Fripp, Presentation Skills Expert: And I was doing the once upon a time technique and he was in college, and he said,


Patricia Fripp, Presentation Skills Expert: Professor was a brand new PhD. We were his first class. And he was so excited about teaching in the subject, which was really information and what you take from it. And I said,


Patricia Fripp, Presentation Skills Expert: It was his club and did that made you do what you are now doing that brought you here.


Patricia Fripp, Presentation Skills Expert: And he sat back and he said, You know, you’re right. I would never have thought of that. But you’re absolutely right. It was his class that led me to where I am now it’s finding in a movie day but this would be the different inciting incidents of which there’s no turning back.


Patricia Fripp, Presentation Skills Expert: Shipping many of the stories. And I want to tell you a story that Bernard told me


Patricia Fripp, Presentation Skills Expert: Stories can be simple.


Patricia Fripp, Presentation Skills Expert: And a lot of the lofty ideas or ideals of values that are companies have might be difficult to explain. And I was working with Bernard. The my favorite executive


Patricia Fripp, Presentation Skills Expert: And he and he was talking about corporate citizenship and this was a point in the speech that it would be the second act climax, we needed something powerful before we started wrapping it up and the call for action.


Patricia Fripp, Presentation Skills Expert: And I said, Bernard


Patricia Fripp, Presentation Skills Expert: How would you describe corporate citizenship to your children.


Patricia Fripp, Presentation Skills Expert: He said, Patricia was the day after Christmas, nice both my children down


Patricia Fripp, Presentation Skills Expert: And said, You are very lucky children because you have generous parents and even more generous grandparents, and perhaps you would like to give us one of your presence on one of your gift certificates and we will cash in and give the money to children who no longer have homes.


Patricia Fripp, Presentation Skills Expert: He said, I was so proud of my 14 year old son. He said, Papa.


Patricia Fripp, Presentation Skills Expert: How much do I give you, because I could give you all of my savings and all of my pocket money and all of my Christmas presence and it wouldn’t be enough to make a difference. How much do I give


Patricia Fripp, Presentation Skills Expert: And Bernard said, I told them.


Patricia Fripp, Presentation Skills Expert: Oh, you never give it all.


Patricia Fripp, Presentation Skills Expert: You just give enough that it hurts.


Patricia Fripp, Presentation Skills Expert: Now that story. David takes less than one minute to tell


Patricia Fripp, Presentation Skills Expert: And it illustrates some very important messages about storytelling Story telling is about people it might be a company and the company, but it’s really people within the companies who develop relationships and make decisions and partner and sell or buy


Patricia Fripp, Presentation Skills Expert: So it’s characters and characters speak and we like to hear them speak if that story was transcribed.


Patricia Fripp, Presentation Skills Expert: 90% of it would be in quotation marks. So a secret is a lot of people tell stories where they report on the dialogue.


Patricia Fripp, Presentation Skills Expert: So my son was asking me how much could be good because he could give me all know what makes a story come alive and how you can have the emotion and the telling is to deliver the dialogue out of the characters, Max.


David Horsager: I love it, I love it. I think there’s many things that you’ve taught me but one is being there. Putting yourself there. Another is an opening. I’m going to give away my favorite Fripp opening


All right.


David Horsager: There are many and you can go to fripp.com you can hire Patricia and you’ll get I know at least 10 different kinds of ways of opening a speech. Most people don’t use any of them. That’s why they open terribly but


David Horsager: Just imagine


David Horsager: Just imagine or


Patricia Fripp, Presentation Skills Expert: Imagine what you’re doing and and to put the story behind it.


Patricia Fripp, Presentation Skills Expert: It is. It’s transporting the audience to a different time in place. So for example, if you transport them into the future. Imagine you paint a scene of what’s possible. And then you bring them back and say, will that be your reality depends on action today.


Patricia Fripp, Presentation Skills Expert: I love. And then if you want to take them to the past is this is another I wish you could have been


Patricia Fripp, Presentation Skills Expert: Now that’s obviously in the past two meters and wish you could have been because what we have to do is we tell our stories, but we have to bring the audience into them. I wish you could have been. You could also say


Patricia Fripp, Presentation Skills Expert: If you lived in wimborne Dorset. When I was growing up. These are ways that you bring the audience into your own store, there’s a


David Horsager: And there are little things that make a huge difference. People don’t


Patricia Fripp, Presentation Skills Expert: I wouldn’t call them little things I would call them.


Patricia Fripp, Presentation Skills Expert: Subtle techniques.


David Horsager: That’s right.


David Horsager: So we got it we got to just touch on one idea or one moment, I should say, you know,


David Horsager: There was a time when you were


David Horsager: Part of 60 minutes


Patricia Fripp, Presentation Skills Expert: You’re kind of PO. Yes.


David Horsager: Shown off. So why do you why, then,


Patricia Fripp, Presentation Skills Expert: The National speakers Association convention 2016 minutes came for five days of filming. They build the keynote speeches and they interviewed dozens and dozens of people, everyone. We’re standing alone. We all want to be on 60 minutes


Patricia Fripp, Presentation Skills Expert: And I realized if I’m going to get on 60 minutes I have to speak in a same bite statement something short tight a tweeter will land quote day long before anyone in Twitter.


Patricia Fripp, Presentation Skills Expert: And and they they said to me, you know, used to be a hairstyle is not your speaker got to be a big difference. And I said when I was a hair stylist. I worked on the outside of the head. Now I’m a motivational speaker I work on the inside of the head. There’s only half an inch difference


Patricia Fripp, Presentation Skills Expert: And then I I often say that line got me on 60 minutes that half inches made me millions of dollars, but not all in the same year.


David Horsager: Oh, I love it. Well, let’s go through just a couple of my favorite Fripp isms and just give a quick comment if you want to. And some of them we’ve mentioned today. One of them is


David Horsager: I said it before, but I’m going to say it again. This one, the key to converse. The key to connections conversation that heated conversation is questions there for learn to ask, great questions.


Patricia Fripp, Presentation Skills Expert: It wasn’t exactly my exact quote is the key to connection is conversation.


Patricia Fripp, Presentation Skills Expert: The secret of conversation is to ask questions.


Patricia Fripp, Presentation Skills Expert: And the quality of the information we receive depends on the quality of your questions.


David Horsager: So with that give us a favorite question. I’m sure your favorite is context to that situation, but maybe you have a type of favorite question that


David Horsager: gets at something that commonly something you commonly asked


Patricia Fripp, Presentation Skills Expert: An executive what I commonly asked


Patricia Fripp, Presentation Skills Expert: Because my philosophy. If I have an inquiry.


Patricia Fripp, Presentation Skills Expert: About coaching get in a zoom call and it’s what I call a pretend you’re already hired me and for any of your executives interested P repent for it. Don’t call so we get in a zoom meeting. And my first question is, if we were locked in a room together what presentation, would we be working


Patricia Fripp, Presentation Skills Expert: And I coach on whatever that presentation is well they might me. It’s amazing. I’ve had people I have to give an important presentation today after tomorrow. This happened two weeks ago.


Patricia Fripp, Presentation Skills Expert: We better get the work. So for the next two hours. So after 30 minutes I said the purpose of this to see if you want to work with me, I assume. Oh yes, you said let’s keep going. Book the clock on. So that’s my most frequently asked favorite question.


David Horsager: I like it. So how about this. I’m going to go through a few might be redundant. It’s okay. It would be valuable for people to hear specificity builds credibility.


Patricia Fripp, Presentation Skills Expert: Yes, my most frequently asked question of all my clients is if it weren’t a thing, what would it be, it is not specific.


Patricia Fripp, Presentation Skills Expert: An example one of my brilliant engineers in his presentation at a was going to be for a customer user conference. He said, there are two things. People love about


Patricia Fripp, Presentation Skills Expert: I said if they weren’t things, what would they be he said innovative upgrades.


Patricia Fripp, Presentation Skills Expert: I said there are billions of people in the world. What people love your innovative upgrades. He said systems administrators


Patricia Fripp, Presentation Skills Expert: Can you see the difference in the quality that communication two things. People love a bag completed to innovative upgrades that systems administrators love


Patricia Fripp, Presentation Skills Expert: And this is how I help technical presenters. I don’t necessarily understand what they’re talking about. However, I help them say it in a much more clear, concise and credible way.


David Horsager: Communication builds trust one more the person behind the position.


Patricia Fripp, Presentation Skills Expert: Yes, it is giving a behind the scenes look


Patricia Fripp, Presentation Skills Expert: To your audience a snapshot of a of a scene in your life that shows your value or how you learned what you’re teaching


Patricia Fripp, Presentation Skills Expert: On communicating


David Horsager: Gives depth. Great.


David Horsager: Patricia I could ask you questions all day. We got to get to the lightning round. These are going to be quick and you’re just going to answer first response. Are you ready for the lightning round.


David Horsager: Yes. Here we go. First of all, what is a book or resource that stood out to you lately.


Patricia Fripp, Presentation Skills Expert: Oh well, I always read thrillers, so anything by league stifled by jack Reacher


David Horsager: Great one. What’s something you can’t live without.


Patricia Fripp, Presentation Skills Expert: Coffee an email.


David Horsager: My favorite food is ice cream. What is your favorite ice cream flavor.


Patricia Fripp, Presentation Skills Expert: Oh, chocolate.


David Horsager: What’s your favorite fruit rip


Patricia Fripp, Presentation Skills Expert: Vegetables.


David Horsager: Great. That’s why you stay so healthy right


David Horsager: What motivates you.


Patricia Fripp, Presentation Skills Expert: Feeling tailing competent


David Horsager: If you are going to give leaders around the world, a piece of advice today. Maybe it’s something you heard, will you are cutting hair, what would you tell them some tips, they could apply tomorrow morning.


Patricia Fripp, Presentation Skills Expert: Focus on your top activity every day.


David Horsager: And what’s that for you right now.


Patricia Fripp, Presentation Skills Expert: Sending an invoice.


David Horsager: Good. I like it. Before we wrap up, I want everybody to know where they can find this amazing lady Patricia Fripp fripp.com where else would you like them to find you.


Patricia Fripp, Presentation Skills Expert: Well, if you go to free.com you can sign up for free resources, David was talking about my opening lines. One of the free resources is


Patricia Fripp, Presentation Skills Expert: opening lines for presentations and opening techniques as well as how to how to speak and teach in the virtual world. So we have a special free reports right on the top free resources.


Patricia Fripp, Presentation Skills Expert: You can also look at events any public event open to the public or webinar like this morning. I had a business strategy free webinar with four experts.


Patricia Fripp, Presentation Skills Expert: And there are 1000 blog posts and if you want a conversation with me. Click contact and we can give you your pretend you already hired me


Patricia Fripp, Presentation Skills Expert: Know, Fripp VT. You can also find that on the top bar of bread is my highly interactive learn at your own pace.


Patricia Fripp, Presentation Skills Expert: presentation skills powerful persuasive presentations for the team the best of what I’ve learned in 35 years 24 seven mean just jumping out always looking good. Always terrible giving me great advice.


David Horsager: Wonderful. Love it. So last question. It’s the trusted leader show who is a leader you trust and why


Patricia Fripp, Presentation Skills Expert: My brother Robert Frank


Patricia Fripp, Presentation Skills Expert: Because he is probably the most ethical person I know who is very influential in the music industry and with anyone who knows him. So he is not running a fortune 100 company, however, he’s the leader that live says like practically


David Horsager: Love it.


David Horsager: Well, it has been a pleasure to have you on. We need to have you back to mine even more wisdom, but you’ve given a treat to leaders around the world and in your


David Horsager: Insights and in your presence and I just thank you. Patricia mostly for being my friend, and it’s a treat to have friends on not just brilliant people so


David Horsager: Thank you so much for that all the show notes, all the way to find your way to fripp.com or my friend for Patricia Fripp art can be found at trusted leader show.com. Thank you for listening to the trusted leader show and we’ll see you next time.

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