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It’s not always what you say. It’s how you say it.

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Poor old Phil Neville. He gets the dream job of commentating on the World Cup and jumps at the chance of a month in Brazil. How hard can it be for a footballer to commentate on football?

 

Very hard of course. Poor Phil’s been criticised for his monotonous style and lack of emotion in his commentary of the England v Italy game, with nearly 500 people writing to the BBC to complain that a football commentating rookie was given a key game on which to cut his teeth.

 

Marketing teams could learn a lesson from Phil’s experience particularly when it comes to video and webinar production. All too often, a corporate video or webinar can be ruined by a poor presenter. It’s not enough to be the company CEO or a subject matter expert. If you can’t perform for the camera, you’ll lose your audience. They won’t hear what you say. They’ll focus on how you look and how you deliver your content. If it’s not engaging and upbeat, you’ve lost them. Sadly, a confident presenter with poor content will hold their audience for longer than a poor presenter with great content. The trick is to improve both areas before you put them in front of a camera.

 

Content is really only part of the mix. Make sure your presenters are prepared, look the part and have appropriate training. There are courses on body language, vocal variety and intonation, opening presentations, story-telling, answering questions, controlling nerves and closing your presentation. And some good YouTube videos that cover all these points.

 

And if your presenters are still not up to it, train them and train them again until they are. There are very few people who can’t eventually turn in a good performance.

 

Or perhaps change the format. Phil’s in the studio for the next game – maybe a more conversational format will suit him more. It’s worth exploring different formats for your video and webinar presenters too – there are some great videos and webinars that use an interview/discussion style format.

 

But think carefully the next time somebody asks for a corporate video. Think about Phil.