Styles and Smiles: Brown’s Victory in Massachusetts

By Monica Murphy, Senior Coaching Partner and Ethan Becker, Senior Coaching Partner

As Speech Coaches, we look at how the art of communication persuades a voter. Have you thought about how communication style impacts a voter’s perception? By style we mean: how someone comes across to their listeners. Forget about the healthcare, balance of power in the white house, and messaging for a moment….Let’s look at the communication reasons why some Massachusetts voters eagerly checked the box next to Scott Brown on the ballot. Simply said, wrong style, not enough smile.

In Massachusetts in 2010, Martha Coakley did anything but come across as conversational and approachable on the campaign trail. Instead she came across as arrogant and elitist. Now wait a minute, we’re not saying Martha Coakley is arrogant and elitist, as a speech coaches, we’re more selective with our language than that, she “came across” that way. And in some circles, that will be ok, it will translate into confidence. In the job of an Attorney General, this serves a purpose. But when it’s a political female candidate, and your competition is already shouting from the rooftops, “Liberal arrogant elitist”… and then you “sound that way”, it solidifies the perception.

What do we mean by sound that way?

Often when Coakely spoke in public, her tone and inflection did not match the message. This does not indicate if she was sincere or not, it simply projects the impression that she is not, Remember, it’s all about perception.

Add to that, it’s been our experience at the firm that women have a more difficult time projecting a consistent confident, authoritative and approachable style. The attempts are often seen as arrogant or condescending. There must be a strong use of Pathos, emotional appeal, as well. One woman who is perceived as succeeding in creating an approachable, even charismatic style is Michelle Obama, what strikes you about her? Yes… it is her Style and Smile…

What could Coakley have done more of?

-Incorporate more nonverbal communication such as more smiling and larger gestures. –
-Use language that evokes more emotion
-Vary the tone and inflection in her voice to project a more approachable and sincere style

These are very specific mannerisms that many speakers need to learn, even in business.

Brown’s Style and Smiles…

Brown came across as comfortable, confident and down to earth. Why? Well, keep in mind, he did not need to influence voters in North Carolina, only in New England. The single most identifiable verbal trait of a New Englander is to drop the “r”. “Pahk ya cah in hahvad yahd.” Brown has a keen skill to turn this on and off in a way that has him described as articulate!

Brown’s use of nonverbal communication was very effective. Often seen with a smile or an engaged look, he appeared conversational and approachable. Now add some strategic placement of issues and messaging and you have a formula for success.

Any candidate who is running for office should look carefully at the way he or she speaks. This is not about pretending to be someone your not. It’s about knowing your listeners.

The short version from these professional speech coaches who live in Massachusetts: Coakley’s communication style simply came across as flat and even offensive to many. Brown’s communication style came across as charismatic, articulate and approachable. Brown’s style and smile made it easy for people to create a Massachusetts Miracle.

Catching Up With the Coaches – Monica Murphy

This week, we caught up with Senior Coaching Partner Monica Murphy.

Monica Murphy

Monica is currently leading a lengthy customer service training program with software developing company Pega Systems. This unique program, called Communicating Extraordinary Service, was developed by Monica and fellow TSIC coaches Kristen Curran-Faller and Debbie London, and has led Pega Systems to great success.

>What is Pega Systems and how did you become involved with them?

“Pega Systems is a software developing company that helps businesses automate their business processes. We have had a 10-year relationship with them, originally beginning with Presentation Skills Training for some of their managers in the engineering group. It was a combination of presentation skills coaching and individual communication coaching.”

>What sorts of customer service skills are you working on with them?

“Pega Systems wants to remain number one with customer service. We are working with their global customer support team with the goal of helping them strengthen relationships with their ongoing client base. They are currently receiving accolades for their product. Pega Systems understands that a company is only as good as the relationships that their customer service employees can maintain with current clients. They realize the need to make the client feel good about calling. They also understand the importance of the relationship piece and that maintaining a client is so much more profitable than trying to find a new client.

We’ve designed a 3-part program. The first part focuses on instilling some key customer service concepts. Things like how to build trust with a client, how to manage a client’s expectations, and knowing how to say “no” without saying “no” when you have to, are crucial customer service skills. Another important skill is balancing human and business dialogue, specifically on the phone and by e-mail. E-mail is so impersonal – you never know how your words are going to be interpreted. There are certain language tools that you need to communicate effectively in this medium. The greeting and the closing of an e-mail can help a person feel valued or discounted.

The second part is customized to work both in small groups and individually to strengthen individual communication style. This is important because each member of a company is different. Pega Systems is a global company with global employees, so communication styles are going to be different. Our program offers global practice opportunities, which are necessary since the customer service group is so spread out.

The third part of the program is all about teaching strategies for keeping these skills alive. In the past we have found that our most successful programs involve offering ongoing strategies for support and practice.”

>How has the customer service team responded to the program?

“We’ve received terrific feedback from the team. They appreciate learning the newest tools that make people comfortable. The also appreciate practicing with each other in a safe environment, and receiving coaching and feedback. Unfortunately, feedback is usually only given when you’re doing a bad job. Our program is structured to tell the team what works well and what the can strengthen.

I think the team feels so much more confident, competent, and in conrol in converstaions that they have with clients. They have more resources, and more creative ways to help problem solve, which is why they are number one in business process software.

Their level of commitment shows by the various awards they’ve won. Most recently, Pega’s CEO, Alan Trefler has been awarded the title of Software Executive of the Year.”

(learn more about it here)

>Why do you think Pega Systems has been so successful?

“Over the past 20 years, part of the reason that many prestigious companies are successful is that they see the value of good communication. Not just computer-based communication, but human communication. When person has a problem with software, they look to humans. When you feel cared about, you become a much more loyal, satisfied client. When a customer calls Pega Systems for problem, that voice represents the entire company at that moment. Customer service is only as good as the last person that you speak to. Good communication is good business. Pega Systems embraces that. That’s why they’re so successful, and that’s why we’ve had such a long relationship with them through the years.”

Speech and the City

Announcing a unique event in Boston…

The Women’s Connecting, Learning, and Empowering Forum.

As the job market grows even more competitive, learning how to communicate effectively and present a professional image in the best way possible is crucial. Learn how to strengthen what makes you unique and market yourself and your personal image to get that dream job! The Speech Improvement Company of Boston invites you to join us in this unique “First” sponsored by Boston University to celebrate and redefine how women communicate in the new millennium. This event will be a dynamic opportunity for women to network, learn, and socialize, while strengthening their professional and interpersonal communication skills.

This amazing event will offer a consortium of speakers, interactive workshops, demonstrations, and one-on-one personal coaching experiences with leading industry professionals.

Hosted by the College of Communication Student Assembly and Women and Finance, this exciting event will take place at Boston University, The College of Communication, 640 Commonwealth Avenue, on Saturday April 4, 2009 from 11AM-4 PM. We are pleased to provide a pool of experts to help you communicate for success! Workshops and meetings will help you leverage your communication strengths in the challenging job market to enhance your personal image and style.

Here are just a few of the innovative and energizing workshops and speakers we have lined up:

“Communicating with Confidence in a Difficult Job Market”
“The Power of Your Professional & Personal Style/Image”
“Mastering the Interview”
“Finding work through Social Media & Personal Branding”
“Effective Presentation & Speaking Tools to Keep You One Step Ahead”
Please RSVP and pre-register for this event by going to our dedicated page and receive a discount ticket for $5.

Drop ins are most welcome on the day of the event and you may purchase your
tickets at the door for $10. All proceeds will go to Heading Home in Cambridge, MA. Check out our exciting spring lineup of communication programs designed specifically for women at Speech and the City Executive Women’s Certificate Program!

CLICK HERE TO REGISTER.

Please contact me directly at 617.739.3330 or email me at

Lau Lapides, Executive Speech Coach & Program Coordinator

lau@speechimprovement.com if you have any questions or innovative ideas!

1614 Beacon Street, Brookline (Boston), MA 02446 (617) 739-3330 1-800-LETS RAP fax (617) 232-9430

www.speechimprovement.com • email: info@speechimprovement.com

London under the snow!

Monica Murphy is in London working with Bain Capital… right on time for the worst snowfalls in 18 years. She sent us this report.

wow, what an adventure so far! London is very crazy now. This is the most snow they have seen in 18 years! Yesterday was incredible. All of the Busses were out of service. The tube only had 1 line running, the schools were all shut and the roads……

Cold Times, Cold Thames.

I found the communication from the television stations very interesting. The whole day is to refered to as a “disturbance” . In fact, the local stations were not able to conduct their regular programme since guests were not able to travel in to the station. The anchor man and woman kept repackaging the same information in different ways, adding their own personal thoughts obviously, they kept interupting each other, the producer must have been trying to keep them conversational.

I was able to walk to work at the Bain Capital office in Mayfair. It is just off the main road. I am staying at Le Merridien. This is just 5-6 blocks walk. Along my walk I saw many excited people out making snowmen in Green Park. In fact, I snapped this photo of a snowman in the parking area in front of the Royal Academy, just a few doors from my hotel.

It is the chinese new year. On sunday there was a great parade. There are chinese lanterns hung in the streets, so many people you could hardly

“Speech expert: Obama’s address ‘good, not great’”

The Washington Memorial on the day of the inauguration.

Following President Obama’s inauguration, The Palm Beach Post interviewed Laurie Schloff and Monica Murphy.

The article, titled “Speech expert: Obama’s address ‘good, not great’” can be found here.