Frances Cole Jones is the founder of Cole Media Management, a consultancy that prepares clients for television and print interviews, IPO road shows, and investor pitches. She’s also the author of How to Wow: Proven Strategies for Selling Your (Brilliant) Self in Any Situation, and The Wow Factor: The 33 Things You Must (and Must Not) Do to Guarantee Your Edge in Today’s Business World. Jones has prepared clients for appearances on Oprah, Good Morning America, The Today Show, ESPN, Larry King Live, The Discovery Channel, Access Hollywood, E! Entertainment, CNN, and BBC News.
UpStart: “You’ve advised hundreds of clients on how to make effective presentations. What’s the most common mistake you see?”
Frances Cole Jones: “Reading off of their slides. In my dream world I don’t want anything on a client’s slide coming out of their mouth. We’ve all been reading since we were about six years old—being read to drives us mad. Slides are meant to enhance talking points, not replace them.”
UpStart: “Are there any quick fixes you recommend that can have a big impact?”
Frances Cole Jones: “55 percent of your impact comes from what your body is doing while you are speaking. Only seven percent comes from the words we say. So body language is critical. Keep your hands where people can see them. We trust you when we can see your hands; we don’t trust you when we can’t. Also, remember the power of storytelling. When you tell a story, filler words like ‘um’ and ‘uh’ magically disappear. Speak from your own experience, and ask yourself why your audience should care.”