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The Leadership Paradox of Psychological Safety

You’ve probably heard the term “Psychological Safety” thrown around. But what does this mean for leaders, who are responsible for themselves and others? Is this a revolutionary belief, or simply a passing trend? With help from psychological safety experts Lisa Wimberger and Candy Barone, Tina explores how leaders can regulate their mental and physical wellbeing.

Don't miss our Leaders' Discussion Guide for this episode below – perfect for your next team Lunch & Learn!

Psychological Safety – Episode Highlights

  • Learn the scientific definition of psychological safety (4:40)
  • See the “warning signs” of a psychologically unsafe environment in yourself (15:58)
  • Discover the parts of your brain that determine your fight, flight, freeze response (16:55)
  • Learn tips and tricks from experts on how to regulate yourself back to a state of calm, and lead your team to success! (26:45)
  • Most common challenges in creating psychological safety in the workplace, and some “Sacred Cows” that need to be eliminated. (20:11)

Full Transcript

Tina Dietz  

Hello everyone and welcome. I'm Tina Dietz, and this is Drink From The Well. Today's topic: the paradox of leadership and psychological safety. For the first time in decades, we're seeing the pendulum swing in the world of business and industry from a focus on developing hard skills, like technical training, to soft skills, which I've always hated that term – let's call them something more accurate. People skills, human skills, what we actually need to communicate and thrive together. But one of the big reasons in this shift is the demand by workers and the absolute pile of mounting research and data related to something called psychological safety.

Voice Over (Audio Montage)

“The importance of psychological safety” 

“It’s amazing how much attention is now being spent on psychological safety” 

“Google built its culture on this idea of psychological safety” 

“I call these special workplaces ones that have psychological safety” 

“Building psychological safety on a team” 

Tina Dietz 

One of the basic tenets of psychology is mired in Eric Erickson's work from the mid-1900s, where he theorized that all humans go through a series of eight psychosocial stages. In the first stage a child goes through, and that's about birth to 18 months old or so, is determining whether the world that they live in is one that they can trust, and if they can indeed feel safe in that world. Another basic premise common to psychology is Maslow's hierarchy of needs. And you may have seen Maslow's famous pyramid in a psych 101 class. This construct shows safety as a basic human need only secondary to food, air, water and shelter. So, today, we're exploring what happens when leaders are being asked to provide psychological safety for their teams, when they might not even feel psychologically safe themselves. We'll also be looking at the impacts of what happens when people don't feel safe in the workplace, and, of course, what we can do about it to move forward, to innovate and to help each other out. Today, we are joined by two fantastic experts. Lisa Wimberger is the founder of the Neurosculpting Institute and the co-founder of the NeuroPraxis app. She has a credible background educationally in neuroscience, visual perception, neurobiology and education, and is the author of seven books on neuroplasticity and stress management. She owns multiple companies, has over 60 international franchises and teaches in audiences ranging from corporate leaders to the FBI and the Secret Service. Candy Barone is also joining us today, and she is the CEO and founder of You Empowered Strong, a leadership development expert, a trainer and executive coach, and she is also a bestselling author and an international speaker. Candy’s also a Vistage executive chair and CEO peer advisory group facilitator and a member of the Forbes Coaching Council. She has received incredible numbers of awards in leadership. Candy has also been showcased on CNN, the US News and World Report, South by Southwest, Fast Company and many, many other publications. So, I am honored to have both of you on the show today. Lisa, thank you for joining us.

Lisa Wimberger  

It's great to be here. 

Tina Dietz  

And Candy, thank you as well.

Candy Barone   

It's my honor. Thank you for having me.

Tina Dietz 

Yeah, so, we really wanted to cover 360 everything having to do with psychological safety from giving leaders a basis to work from, because this keeps coming up in the news. It's coming up all over business. There's studies being run by Google and Gallup, Workhuman. The research really is mounting like crazy. But I think we really need to first, take a look at what is our working definition of psychological safety for our conversation today. And Lisa, I really love the one that you use. And I was wondering if you would share that with us.

Lisa Wimberger 

Yeah. For me, the way I like to look at it is psychological safety being our ability to regulate, in the moment, based on appropriate environmental, contextual requirements outside of our old reactive patterns, and really orienting towards listening, understanding and responding. It doesn't mean I always feel safe. It means I know how to guide myself back to some level of homeostasis so I can function in present time appropriately.

Tina Dietz  

So this idea that we can have the capacity to move ourselves towards regulation, no matter what's going on around us.

Lisa Wimberger   

Absolutely. We're not supposed to be stuck in regulation. We're supposed to always be able to orient towards it. That's what a mammalian nervous system is best at.

Tina Dietz

And we do have to keep in mind that we are mammals, and we are dealing with this mammalian nervous system. We do lose that in our day-to-day work. You probably see a lot of that, right?

Lisa Wimberger  

Yeah, we forget we're mammals. And so for all of you listening, I want to just sort of couch everything I'm going to say. When you feel yourself respond in this dialogue we're having with the, “Oh my God, that's me, and I'm broken.” And, “Oh, no, I've been doing it all wrong,” I don't want you to think that that's a bad thing. I want you to think, “Yay! I just saw my growth opportunity,” to be able to identify that. As mammals, we're all imperfect creatures whose best capacity is to grow from our awareness of dysregulation. So if you're one of those, “Oh, no, I'm screwed up because this is me,” you're ahead of the game.

Tina Dietz     

Yeah, 100% cheer for self-awareness for sure, right? Now, Candy, you’re really known in your – in the leadership circles for someone who shows people how to have uncomfortable conversations. So, what do you think is kind of the first rule for us entering into a conversation like this that might have leaders feel a little bit uncomfortable with approaching even the idea of, “How the hell am I going to create psychological safety for my team when I don't feel comfortable myself?”

Candy Barone  

Yeah, and I love what Lisa said, both in terms of the definition around what psychological safety is and talking about what happens when we feel that dysregulation, because one of the things that I talk to leaders about is the fact that in order to have the, what I call, the courageous connected conversations, we need the ability to create safe containers where people can be free to feel seen, heard, valued, loved and respected without fear of repercussion or judgment. And that is easy to say and very difficult when leaders have not been given the opportunity to get the- and I'm going to use the-  human skills required to have the level of emotional intelligence and capacity to hold that space, especially when they haven't been able to create it for themselves. And so, there is an aspect of a couple things that I think is really important. One is the ability to listen for understanding and vulnerability. Vulnerability still is such a dirty word in many business environments and seen as a weakness rather than, truly, the most critical aspect of an organization. 

Tina Dietz   

That's absolutely perfect. And I heard you both talk about one of my favorite topics, which is engaging the superpower of curiosity. And because curiosity does live in a different part of the brain than other emotions, a lot of folks don't realize that it's a great way to interrupt your patterning of going down a stress rabbit hole or a situation where you might be feeling incredibly vulnerable. I wear a lot of emotions on my sleeve. It's part of what makes me me. And in leading my team, sometimes in having those difficult conversations, I have to create all of this space for me to have those large feelings inside of me both simultaneously without vomiting all over my team, but also give myself the own space and grace that I could very easily get angry with myself about being emotional, which makes me more emotional, which makes me angrier. But leaving room for all of that space allows us to move through these challenges so much more quickly. So, we just jumped right into the thick of what it's like to experience all of these feelings and all of these emotions. And on that note, I just want to back up for just a moment, create a little context. I'm so excited about this particular topic, but I wanted to share a little bit about some of the things about the two of you, why I asked you to be here today and what makes you such incredible experts around this topic. Lisa, something that I know about you that really intrigues me was that when you were 15, apparently you were struck by lightning. 

Lisa Wimberger

Yes. 

Tina Dietz

And that had a real impact on you going down this path and studying the mammalian nervous system and the psychology around it.

Lisa Wimberger

Yeah, it screwed me up big time. I'll tell you, there's nothing glorious about being hit by lightning. I was hit in the base of the spine on my birthday and developed a seizure disorder, which was undiagnosed for many years, but it was getting progressively worse. So, I thought I was fainting. I was actually having grand mal seizures, I was flatlining, I was being resuscitated, I was ending up in the ER. And this got worse and worse. And I finally got a handle on it 15 years ago, and I was a single mom at the time. And I was like, “Nope, can't do this, can't leave my kid as an orphan.” So, I was studying neuroscience because I needed help and Western medicine couldn't give it to me. I wasn't epileptic, there were no meds. They said, “You just have to deal with this.” That was my very self-serving reason for studying neuroscience. Found the keys to the system to regulate, and that set me on the path of, “How can I teach other people how to regulate?” Because the core of my seizure disorder was psychological threat. It was a stress response. 

Tina Dietz 

Yes. 

Lisa Wimberger  

Right. So, the fact that I didn't have psychological safety with all of my education background and my 30 plus years of meditation – yes, I've been meditating regularly since I was 12 – did not provide me psychological safety. I had to work for that. I had to identify, learn, apply, integrate, digest, metabolize and continue. And that was provided to me by neuro-scientifically understanding what a mammalian system needs.

Tina Dietz

What's so beautiful here is that, I know that, Candy, your path towards working with leaders and regulating yourself also started fairly early in life with a desire to create more psychological safety for yourself. And can you speak to that?

Candy Barone  

Yeah, I would say that early on, there was a lot of fight, flight, freeze response due to just the abuse that I was surrounded with when it came to my dad, and a lot more psychological and emotional abuse, which then transcended into 20 years of a corporate career, which at the age of 35, put me in the hospital. And what happened was, I was in a space of where, I call the over syndrome, which is I was over-functioning, over-performing to the point where I was so over exhausted, over frustrated, over burned out, over beyond, my entire identity was attached to my over as a form of way to create safety for myself that it literally created a mass, a pain in my chest that doubled me over. So, I remember going to see – because I didn’t even have time to go see my doctor, even though I was having debilitating pain and space where I wasn't able to catch my breath. So, as I was sitting in the waiting room when I probably should have gone to the ER, I remember having a conversation in my brain that went something like,  “Candy, when was the last time you slept?” And this other piece of my brain went, “I'm not talking about when you passed out at your computer, when you had six martinis to take the edge off. When was the last time you had a real quality night's sleep?” I couldn't recall one in the last three weeks. And the moment I acknowledged that for myself, the wheels came off. Because then a barrage of questions, “Oh my God, my doctor is going to ask why I think I'm having a heart attack. Is it because of the binge eating or the alcohol, or this? Oh my God, I think I went shopping last week. And what did I buy at Ann Taylor? There's still a bag sitting in my hall.” And like my brain just took over, and absolutely, I was almost in the fetal position by the time the doctor came out to call me into his office. After a battery of CTs, MRIs, tests, colonoscopy, endoscopy, you name it, it finally came back that I had created – and I say that very deliberately – I created and manifested a mass in my chest that tripped a sliding hiatal hernia I didn't even know I had. And I manifested it because I had spent 20 years, well, actually, at that point, about 35, doing what I call the shallow, above the neck breathing, which was the holding my breath because of the stress that was constantly activated around me or the hyperventilating, which eventually caused all of that energy to trap in my body.

Tina Dietz  

And this is such a great example of – one of my questions has been, “How do you know you're not in a space of psychological safety?” That is a clear example. And there's all gradations of this. And my own journey with becoming a therapist, and then working with people in their businesses, working with teenagers, also came out of the sense of, I was never safe as a child, I was always at risk, one way or another, no matter where I turned, didn't have this like safe base that I could count on. And so, I had to create that for myself as an adult later on. So, this is a really common story. So, then we're all going into workplaces, carrying a lot of this with us. And no matter how much work we do, we're still dealing with being around other humans dealing with this mammalian nervous system. And this is something that out of Lisa's work, I'm familiar with, the idea of we go into a state of midbrain dominance when we're not in a space of psychological safety. So Lisa, could you tell us about midbrain dominance?

Lisa Wimberger  

Yeah, and Candy, what an amazing, hit the wall moment for you where it all got clear. And I just want to say, who better to teach people about creating psychological safety than those of us who had to find it and work for it and can give the ins and outs of how to do that. I want the people who've been in the trenches. You may not know you don't feel safe. But here's some things you can know. You can know if you have constipation or diarrhea. You can know if you're gaining weight inappropriately, or excessively, rapidly losing weight. You can know if you're breathing by inquiring. You can know if you're profusely sweating at all the wrong times. You can know if you have terrible circulation. You can know if you have inability to concentrate. You can know if you have dry throat, dry eyes, dry orifices. You can know these things. These are key indicators of dysregulation, that dysregulation may come from top-down, your perception of psychological safety. They may come from bottom-up environmental, experiential things you're feeling that then get translated as a psychological threat. Either way, you can know you're dysregulated far sooner than hitting the wall like I did and like Candy did, right? So, that's the first thing. But what happens in a situation like mine or Candy’s is that you are in fight, flee, freeze in order to function or in order to avoid the pain, right? That's a mammalian spectrum of responses. And we all have that. And every one of us here listening has had those experiences. But any of those will put you either in your midbrain dominantly as your neural functioning, or even more primitive, into your brainstem. And in that arousal and adrenaline and cortisol, you actually have anesthetized your body in a way so you can produce. So that's midbrain. Then you get to critical mass, and you go into shutdown. And that's the holding the breath part. And that means midbrain no longer can take it, it is now your brainstem running the show. And that's going to cause the holding the breath, the freeze, the immobility and the complete and utter shutdown. Some of us don't progress in that fashion. Some of us skip fight, flee, go right to freeze. I was freeze. So, now midbrain and brainstem are very efficiently taught and very amazing students, that they learn that they govern the show because it protects you. And the part of your brain that's supposed to be creating psychological safety for yourself, and then for others, the part of the brain that makes us all great leaders on paper, right, the ability to get our teams functioning, the ability to create safety, the ability to be innovative and compassionate and empathic and thinking and listening, and all of that requires prefrontal cortex resilience and activity, which is inhibited neurologically when we are in midbrain and brainstem dominance, a part of the brain we have starved, a part of the brain we have weakened.

Tina Dietz     

And so, when we're in this part of our brain, in the center of the brain and the brain stem, that's where we start to see these reports from, say, the Gallup study, that over 60% of employees are reporting that they're experiencing some form of burnout. And that means not just stress, but where they're actually starting to shut down and can’t access things. So, we're all still creating and doing and managing in spite of all this, which really says a lot about how resilient human beings really, really are. It is quite incredible what is possible, even in the face of all of this stress. I know for myself, one of my key indicators that I've slipped into the center of my brain instead of my prefrontal cortex is those accelerated thought processes. I get hyper vigilant or I start running scenarios. And I'm like, “Well, what if I did this? Or what if I did that? Or what if I do that?” and it just starts to feel way too fast. So, that is a key indicator that I've seen in clients and myself for years. I think we see that a lot in teams and companies. So, turning our attention to helping leaders identify what's happening in their culture that might be blocking psychological safety, Candy, you talk sometimes about something called sacred cows as one of the three most common challenges in company cultures that block psychological safety. What do you mean by sacred cows?

Candy Barone    

Yeah, I mean two things. And I need to preface this because it connects to what you and Lisa just said around resiliency. And this goes into sacred cows. We think about resiliency, oftentimes, in corporations and organizations as being the ability to bounce back. And one of the ways I try to simplify this for people is I talk about resiliency being this space in between reaction and response. And I say that because, when we look at the sacred cows, and we talk about some of that resiliency and how it plays in, oftentimes, I see sacred cows showing up in one of two spaces. One is that person that is a trigger for that psychological unsafety, because they are someone who has been a legacy team member, they have been there 30 some years, and people say, “That's just Bob,” and because Bob doesn't have the same expectations to show up and regulate, that there are excuses made over and over again around why Bob gets to create these unsafe spaces and that everybody should suck it up and just move on. So, there's one side of the sacred cow that says, “Just bounce back, just get over it. Just trust that’s Bob.” And we put that resiliency on people instead of the ownership where it belongs. The other side of the sacred cow is for those leaders that are deeply empathetic, sometimes sympathetic, and they are two different things, but they love their people. And so, they oftentimes will see potential in people that either don't see it in themselves or have capacity to be the person they want. I see Lisa pointing to herself. And so, we create a sacred cow because we try to save somebody who's not our responsibility or our job to save. And what happens is that in and of itself creates more of that unsafe psychological space. And they don't even realize the energy they're putting into that. So those two sacred cows are dangerous in an organization in my perspective. 

Tina Dietz   

That's definitely dangerous. Do you run into situations where leaders even question that psychological safety is even, quote unquote, a thing?

Candy Barone

Yeah. That is one of the biggest push backs, where leaders are like, “Oh, that woo woo crap is a bunch of nonsense and that's just a bunch of BS, the new flavor.” And so then it is asking them very direct questions because, I know even yesterday, I posted something that says, “Do you even know if you're creating a toxic work environment?” Most leaders don't know. But here's the other side of that. The leaders that do get it, that can feel what's been happening, especially in light of the last couple years, one of the things, and it breaks my heart to hear them say this, I get leaders on the phone that will say, “Candy, do you want to know what my biggest fear is right now, and the thing that keeps me up at night, is that whenever we come through whatever this is, that I'm going to realize I did more damage than good to the people I care most about, my team and my family, because I didn't know, I didn't know.” And then they actually start to, and this is where we say leaders don't feel safe, where they literally, and I get very emotional saying this, because they will break down. I get men who are sixty years old, who will fetal position, completely shut down and finally release a weight they have been carrying on their heart because they are taking responsibility for something that's not theirs, because they don't know how to impact psychological safety and they feel the impact of what's happening because they don't.

Lisa Wimberger 

And Candy, for me, that is the power of vulnerability. So first, is the acknowledgement. Then, they move into the shame and guilt of having been an imperfect human, as though they shouldn't ever have been, which is ridiculous. And then, that's where the growth and learning happens. That is the pause that you said, that, I love that, the resiliency is the pause between the reaction and then the response, which moves towards solution and innovation. Neurologically, that is the space of learning. And learning only ever can happen from error recognition. If you're in a state of, “I'm doing it right,” there is no capacity for the brain to evaluate a gap and adapt and move on to something adaptable and learned. There are leaders who dismiss psychological safety as “woo woo.” That is as ridiculous as saying, “Yes, I concur. We are all mammals, but I'm the one mammal that does not function like all other mammals.” That makes no neurobiological sense to me. 

Tina Dietz  

No, it definitely does not. 

Candy Barone 

And yet, they say it. 

Tina Dietz 

Yeah, it comes up, and there is the human response of being afraid of being wrong, right? So, as much as we can create compassion for each other and leave a space for an opening and understanding where is somebody in midbrain dominance? If we can listen to each other a little bit more like, “You know what? They're in a fear response right now, let's let that subside or let's move into something that allows that fear to move through,” because once that fear response is on, it doesn't just shut off. So, let's talk about getting some regulation available for leaders to bolster them so that they can be more present for their teams, and I would love to do another episode with the two of you specifically around what leaders can do for their teams, but, let's look at leaders specifically, and starting to, from the biological side and the behavioral side, Lisa, first, I'd love to hear from you. You say that leaders need to understand the non-negotiable dynamics of the mammalian nervous system and value it. So what, very precisely, are some non-negotiable dynamics they need to know? And what do they need to be doing to regulate their nervous system?

Lisa Wimberger  

Yeah. So I'm going to step out of behavior completely and go to you’re a mammal. Here's what needs to happen if you want to access your prefrontal cortex, your leadership skills. You have to have a regulated nervous system, and the fastest way into that, there are two fast tracks in, somatically. One is to condition your vagus nerve daily. And I'm going to give you those practices. They take thirty seconds, and they're free. The second thing is to release the muscle contractions that we all have when we're stressed to micro and macro degrees. And those perpetual contractions send perpetual signals to the brain that say “You're not safe, you're not safe, you're not safe.” And that's white noise. So, those are the two fast tracks in. So, number one, how do you dissipate the contractions in your body, so you stop sending signals back up to the brain? You have to do neurogenic tremoring, which is the phrase “shake it off.” So a 10 to 30 second super vigorous, full body shake. Not a controlled shake. The kind where you feel that, “Uhh,” that chill run up your spine, and you induce that. And you do that with a lot of energy for 10 to 30 seconds. You're going to use up the energy in the muscles. They're going to start to soften through their own neurogenic tremoring. They're going to twitch, and then they're going to send feedback signals back up to the brain that say we're softening. Cats in the wild, when they're not hunting and in threat mode, they are soft and laying down and yawning. So, our nervous systems need the same thing, soft muscles. The other piece of that is the vagal toning, your vagus nerve. That's the thing Candy was saying was holding her breath, was creating that pressure in the heart. The vagus nerve innervates all the organs and it is a brain stem governor of our stress response. And so if you get that thing resilient, well, then you have the orchestra leader leading the band, right, with a beautiful song. So, how you do that is you create vibrations in the lower face and neck. And that is lip exercises like the blowing raspberry effect. That silly thing? Not so silly. Your lower facial muscles innervate the vagus nerve, you send vibration to that vagus nerve, and you are creating mild benign resilience stimulation. You can massage your inner left ear because the auricular path of the vagus nerve will innervate very quickly. So, the inner lower part of the left ear can create a lot of vagal toning, and then humming, singing or even more powerful, gargling. The more you condition your vagus nerve, the more you build literal long-term resilience in your stress response. These are the exercises I do every day, 30 seconds apiece. 

Tina Dietz   

Perfect. Just to make sure everybody knows, we will be having, not only bullet-pointed timestamped show notes of all of this, resources backed to everything that Lisa and Candy are talking about today and the transcript. So if you find yourself just you know pulling over in your car or sitting down because you're like, “Wow, that's fascinating and a lot of words, and I really want to understand this,” please know we've got all of that for you at DrinkFromTheWellPodcast.com. Candy, you also have some tips for leaders on the behavioral and educational side of things that you really want them to know to get started in how they're feeling vulnerable, creating their own psychological safety for themselves.     

Candy Barone  

Yeah, and I love what Lisa just said, because it adds into one of the pieces. I talk to people about the three ways they can create more balance. And oftentimes, that's that regulation. And it's how you start your day, how you end your day, and how you manage the middle. And what I mean by that is there is the more intention you have about creating space for yourself at the start of the day, whether it through movement, through activating your body, mind, and spirit, through being able to connect back to who you are, why that matters and just a sense of self, will put you in a position to be able to navigate and notice some of these unregulated areas faster, so that you can create those moments that Lisa’s talking about, which I will call the managing the middle. And then there's the ending the day. Are you giving yourself a clear way to clear the deck, so to speak, to unplug, to disconnect from all of the things that also add stress, the blue lights, the technology, the things that if you're already amped up in your nervous system, is very sensitive. Those things are just adding extra juice that giving yourself real clear ways to shut that down, to be able to journal, reflect on what you learn through the day, and setting your environment for sacred sleep. And the managing the middle is what Lisa's talking about. I talk to people about creating what I call CMTs: Conscious Mindful Transitions. And we have, probably, four major areas where we have transitions in our life: from sleep to activate. So from rest to actually moving our body, and there is a transition space, perfect time to do what Lisa just said. There is a transition space between leaving our home or space and moving into our workspace. So there's personal to work. There is solo work to teamwork. And then there's that space of closing out the day and shutting things down. And so when we look at, we have transition spaces that, if we can start to discipline ourselves and create habits, that we then use them as prompted triggers to practice more mindfulness, to practice the harmonic tools that Lisa's talking about, to practice our breathing. And we've capped off our day with those bookends, it's amazing. These are the skills that I had to learn. I can regulate and move in and out of stress much easier and quickly, because stress always happens, because I have the tools that are my daily practice no matter what.

Tina Dietz    

This is a masterclass in a half hour podcast session is really what this is. A couple more points I wanted to touch on, because we're really dealing, again, with the physical body, the emotional body, the psychological body, the environment. Lisa, and Candy, I know that you have had your own experiences, as have I, with, if you're not sleeping, pretty much anything else we say and do here is going to be 10 times harder to regulate. We can't regulate the hormones and metabolism, the digestion. Also, hydration and nutrition. Now, we run the risk, of course, we talk about all these things of, “Holy crap, I've got to do all of this. I've got to do it all at once. I've got to figure it out, or everything is going to go wrong.” And from my own experience as a therapist and my own journey, I can say that it's so important for us to understand as leaders to have more compassion for ourselves than anybody else. We have to start with that example for ourselves. So, maybe you're not sleeping well but you can do the tremoring and you can drink some more water. And you can take two minutes in between meetings to just take five deep breaths and to yawn a couple of times as I would do as a stress relief with some of my vocal leadership clients, right? Two minutes is all you need to start this process, to start regulating yourself from a biological perspective, and then from a behavioral, emotional perspective, having some room so that when you're feeling vulnerable, you can make it okay to be that way. And then fortunately, something else I've learned from Lisa, is that because human beings have this wonderful little thing called limbic resonance, we actually impact the people around us when we start to make changes. I see you nodding. I'm like, “Oh, I know there's so many more stories in this.” So we're going to have to continue this conversation, for sure. But for today, Lisa and Candy, I'd love for you to maybe share a parting tip, some words of wisdom for our leaders listening to just get them kind of started on the next phase of their journey. Candy, let's start with you.

Candy Barone   

I would say, I guess my takeaway from this conversation is that resiliency, real resiliency is born in the space between reaction and response, and the choices you make one by one, to your point, Lisa, that 1%, that starts to make a compounded effect that can change your life.

Tina Dietz  

Lisa?

Lisa Wimberger 

I would say that between what we three just talked about is the equivalent of having set up gas stations all along the highway. And you as a leader, wanting to drive your team to the successful end goal, have been running out of gas. You're not going to get to your end goal by driving faster with no gas. You're going to get to the end goal by pulling off the highway and filling up. And so Candy's techniques, what Tina was identifying and the things that I gave you, these are your gas stations. And if you don't take that time to regulate, to fill your tank, you're not going to get, not only you aren't going to get there, you're going to inhibit your team getting there. You will be in your own way and theirs, and you have all the skills and tools now to not do that.

Tina Dietz  

And there it is. I thank you both so much for joining me around the well today to refresh and rejuvenate the leaders listening and to have such a refreshing and rejuvenating conversation among us as colleagues today. I'm definitely feeling the limbic resonance happening in the conversation. So, thank you both so much.

Lisa Wimberger  

Thank you. What a pleasure.

Candy Barone   

Absolutely. Thank you.

Tina Dietz

Thanks for gathering around the well with us today, and I invite you back for another drink of our executive elixir as we bring the worlds of leadership innovation, creativity and communication together. Follow us on your favorite podcast app and journey over to DrinkFromTheWellPodcast.com for transcripts, show notes and links for all the wisdom in today's episode. We're always here to refresh and to entertain you anytime you need a drink from the well. 

Drink From The Well is an original production of Twin Flames Studios.

About our Guest Experts in Psychological Safety

Lisa Wimberger is the founder of the Neurosculpting® Institute and co-founder of the NeuroPraxis App.  She holds a Masters Degree in Education, a Foundations Certification in NeuroLeadership, and Certificates in Medical Neuroscience, Visual Perception, and the Brain, and Neurobiology. She is the author of seven books on neuroplasticity and stress management, including NEW BELIEFS, NEW BRAIN: Free Yourself from Stress and Fear, and NEUROSCULPTING: A Whole-Brain Approach to Heal Trauma, Rewrite Limiting Beliefs, and Find Wholeness.

She runs multiple companies, and has over 60 international franchises. Lisa still runs a private meditation coaching practice teaching clients who suffer from emotional blocks, stress disorders, and self-imposed limitations. She is a keynote speaker and a faculty member of Kripalu Yoga and Meditation Center, the Law Enforcement Survival Institute, Omega Institute, and 1440 Multiversity.

Candy Barone, CEO & Founder of You Empowered Strong, is a leadership development expert, trainer and executive coach, as well as an international speaker and Amazon best-selling author.

With nearly 20 years in corporate, combined with a bachelor’s degree in mechanical engineering, certification as a Six Sigma Black Belt, and MBA, she is a master at building exceptional, high-performing teams, maximizing and leveraging ROI, growing emerging leaders, creating metrics for greater accountability, and catapulting individuals to achieve explosive growth. 

Episode Featured Resources for Psychological Safety

Neurosculpting Institute Website

NeuroPraxis App

NEW BELIEFS, NEW BRAIN by Lisa Wimberger

NEUROSCULPTING by Lisa Wimberger 

You Empowered Strong Website

You Empowered Strong by Candy Barone

LEADERS' DISCUSSION GUIDE – PSYCHOLOGICAL SAFETY

How to prepare to lead this discussion session with your team:
  1. Observe your ‘internal landscape' and notice where your nervous system is regulated and where you may have some dysregulation.
  2. Use the techniques in the episode (skip to minute 26) to help bring yourself into the present moment and find a deeper state of regulation/psychological safety in yourself.
  3. You may also use these simple, quick stress reducing techniques.
  4. Remember that in your conversation with your team, sharing your own experiences can help encourage others.
Questions to discuss WITH your team about psychological safety in the workplace:
  1. Have them listen to the episode first to create common ground and context for the conversation.
  2. On a scale of 1-10, on average how stressed or ‘dysregulated' does your nervous system feel during the workday?
  3. What do you find works well to help reduce your stress?
  4. Let's think about the times where we felt the most cohesive as a team – when were those times and what stands out about those times?
  5. ADVANCED: Do you think we have any ‘sacred cows' in our workplace?

Inspired to turn your Voice into influence and become a Thought Leader worth listening to?

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How Thought Leadership Archetypes Bring Magic to Your Message

We are all born with two voices: the one we speak with and the one that speaks to us inside. Our inner voice provides navigation through life, while our outer voice is the tool we use to guide, teach, influence, and help others. When our inner voice is aligned with our outer voice, true, authentic thought leadership comes forth.

While we can certainly argue the notion that we have many voices inside of us, (I’m the first person to admit that I have inner ‘board meetings’ sometimes with myself) the central premise here is that our communication becomes clear once we become more congruent and aligned with ourselves. We become more grounded and centered, and when we speak or write, that alignment comes through in all forms of our communication – vocal, physical, energetic, and in the words we choose.

You might have heard of Carl Jung’s 12 Archetypes, and how brands utilize them in marketing. According to Jung, the human psyche is predisposed to these archetypes and they are patterned into us inherently. Versions of these archetypes are found in storytelling across world cultures and through millenia.

We are always evolving our identity as thought leaders. By identifying our current primary and influencing archetypes, we give ourselves a space to check in with our inner and outer voices and ask ourselves: 

  • Is my voice and message consistent?
  • Do my words and thoughts reflect what is authentic for me at this time?
  • Does my message feel forced or awkward, or fluid and easy?
  • Am I enjoying and excited about my own thought leadership, and the messages I’m putting out into the world?

Utilizing archetypes as a guide enriches our content development by giving a natural and psychologically congruent place to develop and express one’s communication style. In essence, when you communicate using your thought leadership archetypes as a guide, you are perceived as credible, trustworthy, and authentic.

Read on with a curious mind and discover the magic of thought leadership archetypes.

The Seekers: Innocent, Explorer, Sage

While there are 12 archetypes, each fall into a quadrant of similarity. The Seekers are a quadrant defined by a need for knowledge, freedom, and safety.

The Innocent is well known for their optimism. They have the ability to comfort others through their “glass half full” mentality. Innocents can simplify complex topics easily, recognize opportunities others may not see, and bring forth an inspirational perspective that carries a team through tough times. While they may be perceived as naive or in denial, the Innocent’s deep faith and trust in life keep them going. 

The Explorer is the Indiana Jones of the workplace. Always looking to embark on the next adventure, the Explorer centers their thought leadership around the potential of unexplored avenues of inquiry, divergent thinking, and asking great questions that can lead to innovation. Explorers value autonomy and freedom over all else, which may lead them to feel trapped and easily bored.

The Sage is your quintessential thought leader. Sages are perceived as experts in a wide range of topics due to their love for learning, and therefore make excellent mentors, educators, and coaches. While they may not be the most charismatic, their ability to think critically and analyze data allows Sages to enjoy a high level of credibility amongst their colleagues and followers.

The Disruptors: Hero, Rebel, Magician

The Disruptors are those who leave a mark. They are courageous, provocative, and dynamic people who value liberation, power, and mastery.

The Hero inspires others with their stories of overcoming the odds and rising to challenges. They thrive in a competitive environment with a clear set of goals, and take pride in their dedication to their cause. However, this need to succeed may cause Heroes to disregard their personal wellbeing, as their strength comes not from themselves but who they are in the world. 

The Rebel has the courage to challenge the status quo. A positive advocate for change, Rebels are admired for their ability to speak out against inefficient systems and comfortably live in the uncomfortable. Their high tolerance for risk allows them to throw out the old in favor of the new, even if their recklessness comes at a high price.

The Magician is a charismatic miracle-worker. They use their charm and creative intuition to bring the seemingly impossible into fruition, because Magicians love to make dreams come true. Their spot-on hunches and ability to influence their adversaries may cause others to doubt the credibility of Magicians. In the face of disbelief, Magicians return to themselves and spiritual guidance to carry on. 

The Builders: Creator, Ruler, Caregiver

The Builders provide structure in an increasingly noisy world. They are creative, compassionate, and confident.

The Creator is powered by imagination. Their ability to see the final product in the raw material is what allows them to foster innovation and self-expression. Creators take an artful and individual approach to creative thinking and problem solving that motivates others to stretch themselves and see the creative solution. Like most artists and entrepreneurs, Creators have a flair for the dramatics and are prone to perfectionism in everything they do.

The Ruler is a natural-born leader who knows how to use power. They prefer to lead from within, utilizing their social organization prowess and networking skills to improve the world. They may be seen as domineering and tyrannical, but Rulers know when they should intervene with structure, rules, and decisions.

The Caregivers’ superpower is their empathy. Caregivers notice when others need help and support. They naturally foster peaceful and harmonious environments where all feel welcome and safe. While they tend to have poor boundaries, the Caregivers use their keen social intelligence to be the “glue” holding everything together.

The Connectors: Everyperson, Lover, Jester

The last quadrant of archetypes is the Connector. These are people who excel at connecting meaningfully with others in a fair, passionate, and funny way.

The Everyperson is a leader that’s hard to spot. They prefer to fit in with the crowd and be relatable, yet still inspire, advocate, and foster others like any other archetype does. This unique take on leadership comes from their steadfast belief in the equality of every person. They are loyal to humanity to a fault, and their realist approach to life may be mistaken as pessimism. 

The Lover seeks real connection in their life. With their charismatic, engaging, and beautiful personalities, Lovers excel at creating lasting relationships that are meaningful and abundant. They know how to incorporate the romantic, the cherished, and the intimate into their personal branding from wearing their heart on their sleeves their whole lives.

And finally, The Jester is proof that life is but a stage. Jesters know how to effectively use humor and performance to promote change. They encourage others to laugh rather than cry and foster high morale amongst their team, effortlessly creating an environment where people want to work. Jesters put the fun back into boring presentations, meetings or brainstorming sessions, as long as they stay away from mean-spirited or self-indulgent jokes.

We are each a blend of archetypes to varying degrees. Sometimes connecting to a different archetype than our primary is just what you need to spice up your thought leadership. Which archetype, or blend of archetypes, do you resonate with the most? 

At Twin Flames Studios, we’re developing a more powerful assessment (releasing later this year) to support you, your voice, and messaging of your thought leadership archetypes.

If you don’t want to wait to discover more about using your Thought Leadership Archetypes, meet with us to discuss how we can deepen your presence and grow your business and message with your voice. 

Inspired to turn your Voice into influence and become a Thought Leader worth listening to?

Let's Talk

How Podcasting Maximizes a Culture of Excellence and Innovation in Organizations with Tina Dietz and Jose Pires

Did you know one of the most powerful ways you can connect with your clients is through podcasting? You can learn more about the benefits of podcasting, what questions you need to answer before you begin your podcast, and how Twin Flames Studios helps get your voice into more ears on my guest interview with Bruce Eckfeldt on the Scaling Up Services podcast.(Scaling Up Services Podcast with Bruce Eckfeldt, October 2021)

Tina spoke with Bruce Eckfeldt on the Scaling Up Services podcast to discuss how podcasts hone your brand, provide evergreen marketing content, and create deeper relationships.

In this episode, you'll learn:

  • Why audio is one of the most intimate mediums for storytelling
  • The top questions to ask before you start your podcast
  • How podcasts can revitalize your marketing and expand your reach
  • And more!

Listen to their conversation here!

Bruce Eckfeldt Are you a CEO looking to scale your company faster and easier? Check out Thrive Roundtable. Thrive combines a moderated peer group mastermind expert one on one coaching access to proven growth tools and a 24/7 support community. Created by Inc. award-winning CEO and certified Scaling Up Business coach, Bruce Eckfeldt, Thrive will help you grow your business more quickly and with less drama. For details on the program, visit eckfeldt.com/thrive

Welcome, everyone. This is Scaling Up Services. I'm Bruce Eckfeldt. I'm your host. Our guest today is Tina Dietz. She is the founder at Twin Flames Studios. We're going to talk to her about the work that she does with companies helping them with creating content, with promotion. This is a really kind of interesting topic. I think so many service companies based their marketing, based their sales and lead development, based on thought leadership and getting content out in the world. And there's so many different types of content and so many different ways you can do it. I really think they–obviously I love podcasting–but you know, podcasts, audiobooks, you know, spoken word kind of content, there's so many things you can do with it. There's so many things you can use to generate awareness, generate thought leadership, generate leads. I'm excited for this and excited to hear Tina’s story and how she got into this this world of audio content production and what she's been doing with service companies. So, with that, Tina, welcome to the program.

Tina DietzHey, Bruce, thanks for having me.

It's a pleasure having you on. So before we dive into what you're doing with Twin Flames right now and stuff, why don't we talk a little bit about you and get a sense of your background? Give us the story. What was your professional journey? And how did you get into what you're doing today?

Well, like most entrepreneurs, it's fairly stupid. It's just like, “Well, how the hell did this happen?” Yeah, yeah. And that's, and that's what we hear more than everything. If you had asked me, you know, when I was growing up, if, you know, in 25 years or whatever, you're going to own a company that produces audio content in the land of thought leadership for service-based companies. I'm sorry, what? What, what? It didn't even exist, right? You know, at the time?

So my upbringing was I had a younger sibling–that was a business. My parents owned a business that they started when I was three years old. It was my younger sibling, and I hated it. It was a wood burning stove and fireplace business. So real sexy, awesome. And basically, that was my constant companion growing up. So I was steeped like a tea bag in entrepreneurship. From a very young age, I started answering phones when I was four and going to trade shows when I was six, I do a whole talk will have to do another time maybe on how I found my purpose in life through the Ginsu knife demonstration at a local fair. So that’s a whole thing, that's the whole thing. And, you know, I never really thought I'd own a business, but I became a therapist–for a number of reasons. Childhood was not a great place. But you know, lessons learned. It's one of those things. And I've spent a lot of time in the world of personal development, in leadership and all of that. So cultivating myself, of course, created in me a desire to see what else could be done for other people.

That led me to coaching and consulting, which then ended up leading me to podcasting and ultimately to audio production. Basically, through a paid hobby I had as a voice actor. You know, I'm an entrepreneur, we can't have regular hobbies, we have to have hobbies that pay us. That's the way it works. We can't have normal hobbies. So I was a voice actor on the side and taking some classes and masterclasses in audiobook narration. And I had this chocolate and peanut butter moment, this light bulb, aha, that, “Oh, my God, why aren't all my clients and colleagues who are doing best selling campaigns and producing books, why aren't they doing audiobooks?” And that was, as Michael Gerber from The E Myth says, you know, my “entrepreneurial seizure” that led me to investigate the world of audio and led me to a big gap in the market and dove into that.

I took over my business within a year of starting to offer services in this big market gap of done-for-you audiobooks, and also the corporate side of podcasting. And that is kind of was the best decision that I ever made. And so I went from basically being a solopreneur, consultant who'd worked with more than 20 industries in eight countries to being the CEO of a company that now produces content in the land of audio that changes lives and hearts and minds for service-based companies and making sure that they're having this beautiful, human, authentic voice of their company that comes through this medium of audio.

Yeah, I'm curious. You've had a couple of different kind of pivots in your commercial world and career what are some of the things that you had to learn or had to kind of change about your thinking, your leadership, your approach during those pivots?

Bruce, I thought you said this was only a half hour podcast.

The top two. Just the top two.

The top two. One: choose who gets in your ear very carefully, very carefully. I'm very much of a happy puppy kind of person. I'm just like, “Yeah, let's do it. Let's change the world. Let's make it happen.” I have a lot of enthusiasm and energy and kind of that visionary habit–you see something and you want to make it happen. And it took me a long time to really learn how to vet the people that I was working with, or who I was throwing in with, because I assumed for a long time, in a very naive way, that everyone had the same values that I did around integrity and communication, and, you know, working together and making sure everybody wins. And it doesn't always work that day. Most people, most people, 99% of people on the planet are doing their best. But you know, problems and challenges that come up, don't always bring out the best in people. Sometimes it brings out the worst in people. And so learning how to create relationships over time and cultivate those relationships carefully has been a huge game changer in my world to keep things consistent and growing in the right direction.

And the other piece of the puzzle has been, you know, doing my own inner work. I'd say all the time that we were born with two voices: the voice you speak with and the voice that speaks to you. And working on the voice that speaks to me has made the biggest difference in anything that I've done as a leader, as a business owner, as a partner, a wife, a mom, you know, on any of that, to cultivate that inner world–and I could do many, many, many hours, and all the things that have happened there. But suffice to say it's been a journey.

That's a really great, that's a great realization. And yeah, I think it's, you know, time is your most precious commodity and where you spend it, you know, how you spend it, who you spend it with, are all kinds of things that are really going to influence your success and what you end up doing. Tell me a little bit about kind of why audio content? I mean, what's your kind of take on the world? You know, that we're in today? Why is audio content so powerful, so important? Why have you chosen to focus on it?

Well, going back to what I said a moment ago about our internet, our voices, it's something every human being on the planet is born with. And it's something that cannot be taken away. And speaking, as someone who has felt in the past that my voice was taken away and was suppressed, having that voice and having a place at the table to have that voice heard, is incredibly valuable. And so, everything that I have done, and what we do as a company with Twin Flames, is designed to give people a place at the table so that their voices are heard. And then it creates this incredible ripple effect that you know, podcasts and audiobooks are some of the lowest hanging fruit on the planet for people to start changing their lives.

If we can be a part of more leadership voices and more positive voices and more great information, reaching people all over the world, so that they can start to change their lives. That is a really powerful place to be. It is really about making the world a better place one kind of drip of audio at a time. And audio is very, very, very intimate compared to most other forms of media. It's single focus. Most people listen to audio right into their ear. So there is a neurological connection that's very powerful between, you know, the earbud I have in my ear, and the center of my brain, the amygdala, the hippocampus, all of those things. It's not just higher brain functions being impacted by the voice. And so there's an intimacy created in an impact that's really important. And storytelling, of course, is incredibly powerful worldwide. It's something that connects all of humanity. So when we bring all these factors together, neurological, you know, storytelling, how we're wired, the universal power of the human voice to create relationship–it's a very, very powerful medium. And it can be used in so many different ways and sliced and diced, and at the pace we're living at, you know, audio is the most portable form of media. You can listen when you can't read you can listen when you can't watch. So you know, it's never gone away. It's never going to go away. And all of those things together make it what I consider the perfect storm for perfect content.

Yeah, I was like that idea that audio content literally gets you in your prospect’s head.

Mm-hmm. Yeah, you got it.

So what are all the kinds of formats these days? I mean, we kind of went from you know, I date myself accidentally when I say I'm listening to a book on tape or something. 

I know, right? Me too.

It's morphed so many times, like what is your kind of how do you kind of lay out the scope or the types of audio content that that you have at your disposal these days?

Well, we usually start with a primary form of content, which is generally a podcast. Podcasting, of course, is something that is hot right now. I’m on one as we speak, and it provides a nice bulk of content to start with, and a framework to start with. So unlike a video, the average video watcher will watch two minutes, but the average podcast listener will listen for 40 minutes.

And it's actually much harder to create short form content than it is slightly longer form content. We have thoughts, you know, curating what we say, you know, the brevity or like cutting things down to its core is much more challenging than this kind of a conversational format. And so, it allows people to be very natural, and very expansive in what they're talking about to dig into nitty gritty and to know that the listener is still going to be interested more than two minutes in, so you're not trying to pack things in. So we start with a longer form 20-30 minute podcast, usually sometimes longer, sometimes shorter, but that's on average what it is. And that gives us a lovely bulk of content to work with.

From there, there's all different ways to slice and dice that type of content, repurpose it, reuse it. And the authenticity that comes through when you're using audio and using this type of format is really important to reach people on a deeper basis, rather than just an informational basis.

Yeah. And when you look at companies, what are I guess, what are some of the companies or situations that are best served with audio content? Like who can really benefit from this form of content?

Well, we love working with relationship-focused, service-based companies. People who, when they're working with their clients, they have long-term relationships with their clients. For example, companies, which seem very dry, but there's a lot of content available in the financial world, in insurance, for example, education of varying kinds, and even things like retail, retail conglomerates, and things like that, that are creating more experiences. Travel can be served in this way, as well, although it does, definitely does need to be paired with the visual aspect as well. But it can be really, really, really beautiful. You will see a lot of influencer podcasting, that's generally not our super cup of tea.

We do a lot of work in the leadership space, though, helping to humanize brands that are large, and give the brand an avatar because we don't really do business with faceless, nameless corporations. We want to do business with people. So being able to communicate brand values and culture and leadership and innovation through the avatar of a podcast host is extremely powerful. Another industry that benefits a lot from podcasting is healthcare. And all of these have constraints with compliance and communication and legal and all of that. But we're able to navigate all of those waters, as well.

Yeah, yeah. So what are some of the other challenges? If you are interested in developing audio content? Like what do you need to kind of consider or think about setup?

The lift is largely at the beginning when you're–well with any type of content, right, so you have to decide that has enough value that you're going to spend the brain capacity and the bandwidth and the time to work with a company like ours, so that we can help you shape that voice and shape the type of content that's really going to benefit you. So choosing that it's going to be a priority.

And then having deep, intimate communication and regular awesome content are things that you really want to do, you also need to decide in terms of you know–and we work with our companies on this–like who's going to be hosting, who's your avatar, who's your people or person that you're going to be featuring. And there's a lot of creative ways to work with that scenario, as well. Everything from solo hosts to two hosts to a panel discussion and everything in between. There's, there's a lot of different ways to manage those kinds of questions, particularly if there's multiple people inside of a company who want to be at the forefront being that avatar for the company, that's all completely manageable. 

Another thing the company really needs to decide is if their marketing department, and their team, how we're going to dovetail this with their other strategic initiatives. Podcasting should be one piece and audio should be a piece of a larger strategic picture for a company. It should never be a band-aid or just an outlier. It needs to be integrated because it is something that has high strategic value, and can augment or replace creating content in other areas like blog posts, social media post images, articles for industry publications, and even events and getting used in events in different ways. So, there's a lot of applications and being willing to dive into the strategy is super important.

And what goes into that strategy? What questions are you asking or what do companies need to think about, you know, in terms of understanding kind of the bigger picture strategy before they really get into, you know, executing a particular kind of audio content strategy?

Yeah, we like to get into working with their marketing team. and finding out what are their core values that they're looking to communicate. What is that mission? What is their vision for their company, and then building out kind of an avatar of their host, not of their audience, but of their host. You know, if you had to personify your company, who is kind of that person and that spokesperson to do that? That's certainly an area that we start with, we also need to look at, as I mentioned, their current strategic initiatives. What's already working for them in terms of their marketing? How can podcasting build upon that and make it even more robust? And what are their pain points that we can address that are challenging?

So one of the pain points we run into a lot with companies is just the generation of content to begin with, particularly from a very busy team. A larger company, you know, when you ask somebody to go and say, “Hey, would you write a blog post on this?” somebody who's a technician or a salesperson or whatever, they may not be a writer to do that. Using interview techniques, we can extract and pull really wonderful, real conversational information from team members that can be pulled into podcasting content, or then even turned into articles or ebooks or, you know, other types of content, as well. And the creation process becomes 100 times easier. And this is, of course, scalable for any size company to do that, whether we're working with a sales team, or we're working with, you know, a CPA firm.

Yeah. You mentioned a couple times the idea of leveraging the content, what are some ways that you can kind of use the, the initial content, leverage it in different ways? You know, repurpose it. What are some things that companies should be thinking about when they develop a kind of a content strategy, starting with audio content?

Sure, I'll kind of walk you through a whole process, potential process flow on that. So let's say your podcast gets made, and the audio content is going out to 20-30 different audio distribution platforms, everything from Spotify to Apple podcasts and whatnot. So it lives all out in the world of public podcasting. Well, then the full edited transcript of that podcast, along with an embedded player, which has a number of features on it that are really helpful for the listener, click to tweets, and custom captioned images are all embedded on the website, usually in the form of a blog post. So we have, first, fresh content that goes into your blog.

And secondly, this is all gorgeous for your search engine optimization. Google loves fresh, long form conversational content, because Google is moving towards AI for their search engine optimization. This longer form conversational podcast content is so helpful for SEO, particularly with all the bells and whistles to kind of go along with it. So, from there, you can take the we have always have a little summary at the top and we have our quotes that are pulled out. Those are repurposed into social media posts, usually either on say a company page on LinkedIn that are then shared with the employees, shared with the team so that then they all can share those posts as well.

We also pull out short clips, little highlights from the podcast and turn them into what are called audiograms, which are little shareable, closed-caption dynamic videos. Those are also shared on social media. And one of my other favorite places to use audiograms is to embed them in related blog posts on the site that aren't necessarily the podcast episode, but maybe related content. So then you are cross-pollinating your website content and also creating a more dynamic experience for somebody visiting your website, because now you've got this lovely little 30-second to one minute long video that's breaking up the content on a related post and maybe getting people interested in staying on your website longer. Yeah, so those are just a few of the things that you can do.

We even recommend that whoever is the guest on the podcast, or even the host, depending on the situation, repurpose the link to their podcast on the publication section of their LinkedIn profile. A lot of people only use articles or blog posts, but you can use your podcast interviews as part of your publications list. And that helps build out, of course, your LinkedIn presence. For those folks of us who are in the B2B world or in the, you know, the business world. It's really nice to have that additional fresh content on your LinkedIn profile to kind of keep you top of mind for people.

So those are just a couple. Those are just a couple elements. And the other big one we see a lot of is turning podcast content into industry publication articles. So basically having writers–either folks we've introduced you to, or folks on their team. One of our companies that we work with primary tax solutions, they're a specialty tax company, and they've now had six articles based on their podcasts–content produced and published in publications like Accounting Today.

Yeah, I love that idea is like you create one piece and then you can find lots of different ways. Oh, my goodness repurposing it makes it so much easier or just create so much more leverage in terms of the work you do. What are some of the challenges? Certainly, when I started podcasting, you know, it wasn't, there was some hesitation and trepidation about kind of really getting into this and putting myself out there like that. What do you do to help folks who, you know, are considering this, but they're not quite sure they have maybe some, you know, maybe a little bit of fear around some of this stuff. You know, creating this content, really putting it out there–what are ways in which you help them kind of evaluate and create an opportunity for them to really get into this space?

It really just, it lives in the world of conversation. So, Bruce, would it be accurate to say that, you know, one of your big considerations was time?

Oh, absolutely.

Yeah, yeah. And that's really the biggest thing we have to talk about is, where are your priorities, and where is your time going to be, because even if we're handling 90% of what has to go into the podcast production, we're still going to need, you know, some time for the marketing team and of course, the host and things like that to spend some time in that arena. So it just really has to be a priority, and they need to be well suited. So there's a lot of evaluation that goes on at the beginning, everything from talking about, like I said, the creation of kind of this avatar. We even use thought leadership archetypes that we have developed based on the 12 Jungian archetypes to help kind of shape the brand of the podcast in conjunction with the company's brand to make sure that there's this consistent voice.

So everything that we do really lives in relationship and inquiry and curiosity. And and then from there, the strategy, but we come at it–I would say that, you know, a lot of times I'm practicing my “Business Buddha” and that means I come from a place of non-attachment. It really has to be all about the clients and not about us and seeing what's going to be best. And sometimes it's not the best solution for that company, or it's not the right time. Sometimes it's the absolute perfect time, and the company is absolutely 100% ready to go. Sometimes there's a little bit of a delay until a few ducks get in a row and we say, “Hey, you know, you really should have X, Y, and Z handled before we start this process.” So it always has to be in the best interest of the company, so that we can get the best product, because, as you know, Bruce, podcasting isn't a one and done deal. It's a long tail game. Yeah, you know, so we got to have time.

Yeah, no, let's dig into that just a little bit. ‘Cause I find I see a lot of podcasts out there that get to like episode eight.

Yeah.

You know, big plans, big ideas, and then, you know, just, you know, a big initial push, but, they just kind of fade quickly. What are some things that can help you to prevent that or will help you, you know, kind of be in it for the long game?

Well, most of our companies, we recommend starting with a bi-weekly schedule, instead of a weekly schedule. You can always add episodes. You can always add frequency as you go. But bi-weekly gives enough frequency for folks to really get content out on a regular basis without it necessarily being an overwhelming time commitment. We also work to develop out the content calendar, and make sure that we've actually got, you know, 12 or 24 potential episodes kind of planned out. And then many times we're helping with, you know, getting the guests on. You know, let's look at your networking list. Who do you want to have on and how can we help you facilitate that communication, the guest preparation and making the actual recording process as easy as possible for folks? You know, you and I both use an interface that's very easy to get on. You're using was it Tricast here. Is that what we're both on?

Yeah.

So Tricast, Squadcast, Riverside FM–there's a bunch of them that really helped make the recording process very high quality and very easy, no matter who you are, where you are, as long as you've got a relatively decent internet connection. Yeah, and we help facilitate those with live direction, sometimes, helping people actually kind of feel comfortable, relax them. We do episode preparation sometimes and actually create the outlines for episodes for companies and working with their marketing team to make it easier for them to just have a nice flow of every episode. And of course, any kind of host or guest training when it comes down to the actual vocal or interview side of things. It's really a matter of finding out what are the needs, what are the desires, and creating the right solutions to fill it. There's no cookie cutter solution.

Yeah. And are most of your clients looking to develop leads for like a lead funnel or what are the outcomes that sort of the tangible business outcomes that you're typically focused on with clients?

The tangible outcomes that clients are usually looking to focus on are multifold. Podcasting of this particular kind is a beautiful combination of relationship marketing, influence marketing, and content marketing. So we're looking to have guests chosen strategically that are not necessarily leads for their company–there's a whole philosophy of podcasting that you interview people you want to have as clients. That's not really where we live. The companies that we work with are well-established. They're doing very, very well in their fields. And this is really a move from having a brand to becoming thought leaders in an industry. So it has more to do with influence and high quality content than it does with directly getting leads.

But that being said, it usually–well, actually, it always–it always ends up in developing leads, because collaborations come out of the guests that you have on the show, out of the visibility that you have, out of the elevation in the industry of now becoming a media presence, all of those things happen, and it is largely because podcasting opens doors when it comes to relationships. You know, our clients are always looking to have high quality guests on their show, and then following up with those guests afterwards to help deepen that relationship and develop collaboration inevitably adds leads to additional opportunities and more leads 100% of the time.

Yeah. And what recommendations do you have for folks in terms of kind of picking subjects, things that you're going to weave into your conversations, finding guests? I mean, how do you go from, “Hey, I want to start a podcast, I want to, you know, have these sort of business outcomes,” to actually getting things scheduled and figuring out what you're going to talk about?

Oh, okay, that's a big world. So let's break it down just into a couple of first steps. One is to look at your values. What do you want to be known for? You know, who are you in in the world? What does your company want to be known for? And what are your brand values, the pillars that you operate by that you want to make sure it get communicated out to an audience?

Then there's a little bit of a Venn diagram. You've got your brand values and your culture, and then you have what you're really good at, you know, what's your areas of focus, and you're going to overlap those two areas on each other. And then the third area that you're going to your trifecta, a little three circle Venn diagram is going to be how do you want to communicate it?

So when you're talking about podcasting, you have to have somebody on your team who's got a proclivity towards a microphone. In some way, shape or form, they have to have a desire for it. Because otherwise you're going to end up you know, like, like Ben Stein in Ferris Bueller's Day Off. “Bueller, Bueller? Bueller?” It's got to be dynamic, right? You somebody who is inclined. So that you know, so then you got your format of your show. So you've got those three pieces that you want overlap to find kind of your sweet spot in podcasting. And I will say, that's where you start. Podcasting is one of those things, just like I hate to say it, a website. That is, you're always evolving over time, and you're going to have seasons. You're going to have segments, you're going to evolve it over time. So you got to start with where you're most comfortable and most seasoned in your expertise, and then you're going to evolve and grow it from there.

Tina, this has been a pleasure if people want to find out more about you about the work that you do, what's the best way to get that information?

You can just hop over to twinflamesstudios.com and we are there. There's samples of our work. You can reach us there and we're happy to connect with you and explore, no matter where you're at in the process.

That's great. I will make sure that all the links are in the show notes here. Tina, this has been a pleasure. Thank you so much for taking the time today.

Thank you, Bruce.

Thank you for tuning in to today's episode. Be sure to subscribe using your favorite podcast app, so you don't miss our future episodes. See you next time.

About Scaling Up ServicesScaling Up Services is a podcast devoted to helping founders, partners, CEOs, key executives, and managers of service-based businesses scale their companies faster and with less drama. For more information and a list of recent episodes, please visit www.scalingupservices.com.

About Eckfeldt & AssociatesEckfeldt & Associates is a strategic coaching and advisory firm based in New York City and servicing growth companies around the world. Founded and led by Inc. 500 CEO Bruce Eckfeldt, E&A helps founders, CEOs, and leadership teams develop highly differentiated business strategies and create high-performance leadership teams who can execute with focus and rigor. Leveraging the Scaling Up, 3HAG, and Predictive Index toolsets, the firm has worked with a wide range of dynamic industries including technology, professional services, real estate, healthcare, pharmaceutical, and cannabis/hemp. For more information, please visit www.eckfeldt.com or email at info@eckfeldt.com.

Tina Dietz, Founder and CEO, Twin Flames Studios with Bruce Eckfeldt on Scaling Up Services [Podcast]

Did you know one of the most powerful ways you can connect with your clients is through podcasting? You can learn more about the benefits of podcasting, what questions you need to answer before you begin your podcast, and how Twin Flames Studios helps get your voice into more ears on my guest interview with Bruce Eckfeldt on the Scaling Up Services podcast.(Scaling Up Services Podcast with Bruce Eckfeldt, October 2021)

Tina spoke with Bruce Eckfeldt on the Scaling Up Services podcast to discuss how podcasts hone your brand, provide evergreen marketing content, and create deeper relationships.

In this episode, you'll learn:

  • Why audio is one of the most intimate mediums for storytelling
  • The top questions to ask before you start your podcast
  • How podcasts can revitalize your marketing and expand your reach
  • And more!

Listen to their conversation here!

Bruce Eckfeldt Are you a CEO looking to scale your company faster and easier? Check out Thrive Roundtable. Thrive combines a moderated peer group mastermind expert one on one coaching access to proven growth tools and a 24/7 support community. Created by Inc. award-winning CEO and certified Scaling Up Business coach, Bruce Eckfeldt, Thrive will help you grow your business more quickly and with less drama. For details on the program, visit eckfeldt.com/thrive

Welcome, everyone. This is Scaling Up Services. I'm Bruce Eckfeldt. I'm your host. Our guest today is Tina Dietz. She is the founder at Twin Flames Studios. We're going to talk to her about the work that she does with companies helping them with creating content, with promotion. This is a really kind of interesting topic. I think so many service companies based their marketing, based their sales and lead development, based on thought leadership and getting content out in the world. And there's so many different types of content and so many different ways you can do it. I really think they–obviously I love podcasting–but you know, podcasts, audiobooks, you know, spoken word kind of content, there's so many things you can do with it. There's so many things you can use to generate awareness, generate thought leadership, generate leads. I'm excited for this and excited to hear Tina’s story and how she got into this this world of audio content production and what she's been doing with service companies. So, with that, Tina, welcome to the program.

Tina DietzHey, Bruce, thanks for having me.

It's a pleasure having you on. So before we dive into what you're doing with Twin Flames right now and stuff, why don't we talk a little bit about you and get a sense of your background? Give us the story. What was your professional journey? And how did you get into what you're doing today?

Well, like most entrepreneurs, it's fairly stupid. It's just like, “Well, how the hell did this happen?” Yeah, yeah. And that's, and that's what we hear more than everything. If you had asked me, you know, when I was growing up, if, you know, in 25 years or whatever, you're going to own a company that produces audio content in the land of thought leadership for service-based companies. I'm sorry, what? What, what? It didn't even exist, right? You know, at the time?

So my upbringing was I had a younger sibling–that was a business. My parents owned a business that they started when I was three years old. It was my younger sibling, and I hated it. It was a wood burning stove and fireplace business. So real sexy, awesome. And basically, that was my constant companion growing up. So I was steeped like a tea bag in entrepreneurship. From a very young age, I started answering phones when I was four and going to trade shows when I was six, I do a whole talk will have to do another time maybe on how I found my purpose in life through the Ginsu knife demonstration at a local fair. So that’s a whole thing, that's the whole thing. And, you know, I never really thought I'd own a business, but I became a therapist–for a number of reasons. Childhood was not a great place. But you know, lessons learned. It's one of those things. And I've spent a lot of time in the world of personal development, in leadership and all of that. So cultivating myself, of course, created in me a desire to see what else could be done for other people.

That led me to coaching and consulting, which then ended up leading me to podcasting and ultimately to audio production. Basically, through a paid hobby I had as a voice actor. You know, I'm an entrepreneur, we can't have regular hobbies, we have to have hobbies that pay us. That's the way it works. We can't have normal hobbies. So I was a voice actor on the side and taking some classes and masterclasses in audiobook narration. And I had this chocolate and peanut butter moment, this light bulb, aha, that, “Oh, my God, why aren't all my clients and colleagues who are doing best selling campaigns and producing books, why aren't they doing audiobooks?” And that was, as Michael Gerber from The E Myth says, you know, my “entrepreneurial seizure” that led me to investigate the world of audio and led me to a big gap in the market and dove into that.

I took over my business within a year of starting to offer services in this big market gap of done-for-you audiobooks, and also the corporate side of podcasting. And that is kind of was the best decision that I ever made. And so I went from basically being a solopreneur, consultant who'd worked with more than 20 industries in eight countries to being the CEO of a company that now produces content in the land of audio that changes lives and hearts and minds for service-based companies and making sure that they're having this beautiful, human, authentic voice of their company that comes through this medium of audio.

Yeah, I'm curious. You've had a couple of different kind of pivots in your commercial world and career what are some of the things that you had to learn or had to kind of change about your thinking, your leadership, your approach during those pivots?

Bruce, I thought you said this was only a half hour podcast.

The top two. Just the top two.

The top two. One: choose who gets in your ear very carefully, very carefully. I'm very much of a happy puppy kind of person. I'm just like, “Yeah, let's do it. Let's change the world. Let's make it happen.” I have a lot of enthusiasm and energy and kind of that visionary habit–you see something and you want to make it happen. And it took me a long time to really learn how to vet the people that I was working with, or who I was throwing in with, because I assumed for a long time, in a very naive way, that everyone had the same values that I did around integrity and communication, and, you know, working together and making sure everybody wins. And it doesn't always work that day. Most people, most people, 99% of people on the planet are doing their best. But you know, problems and challenges that come up, don't always bring out the best in people. Sometimes it brings out the worst in people. And so learning how to create relationships over time and cultivate those relationships carefully has been a huge game changer in my world to keep things consistent and growing in the right direction.

And the other piece of the puzzle has been, you know, doing my own inner work. I'd say all the time that we were born with two voices: the voice you speak with and the voice that speaks to you. And working on the voice that speaks to me has made the biggest difference in anything that I've done as a leader, as a business owner, as a partner, a wife, a mom, you know, on any of that, to cultivate that inner world–and I could do many, many, many hours, and all the things that have happened there. But suffice to say it's been a journey.

That's a really great, that's a great realization. And yeah, I think it's, you know, time is your most precious commodity and where you spend it, you know, how you spend it, who you spend it with, are all kinds of things that are really going to influence your success and what you end up doing. Tell me a little bit about kind of why audio content? I mean, what's your kind of take on the world? You know, that we're in today? Why is audio content so powerful, so important? Why have you chosen to focus on it?

Well, going back to what I said a moment ago about our internet, our voices, it's something every human being on the planet is born with. And it's something that cannot be taken away. And speaking, as someone who has felt in the past that my voice was taken away and was suppressed, having that voice and having a place at the table to have that voice heard, is incredibly valuable. And so, everything that I have done, and what we do as a company with Twin Flames, is designed to give people a place at the table so that their voices are heard. And then it creates this incredible ripple effect that you know, podcasts and audiobooks are some of the lowest hanging fruit on the planet for people to start changing their lives.

If we can be a part of more leadership voices and more positive voices and more great information, reaching people all over the world, so that they can start to change their lives. That is a really powerful place to be. It is really about making the world a better place one kind of drip of audio at a time. And audio is very, very, very intimate compared to most other forms of media. It's single focus. Most people listen to audio right into their ear. So there is a neurological connection that's very powerful between, you know, the earbud I have in my ear, and the center of my brain, the amygdala, the hippocampus, all of those things. It's not just higher brain functions being impacted by the voice. And so there's an intimacy created in an impact that's really important. And storytelling, of course, is incredibly powerful worldwide. It's something that connects all of humanity. So when we bring all these factors together, neurological, you know, storytelling, how we're wired, the universal power of the human voice to create relationship–it's a very, very powerful medium. And it can be used in so many different ways and sliced and diced, and at the pace we're living at, you know, audio is the most portable form of media. You can listen when you can't read you can listen when you can't watch. So you know, it's never gone away. It's never going to go away. And all of those things together make it what I consider the perfect storm for perfect content.

Yeah, I was like that idea that audio content literally gets you in your prospect’s head.

Mm-hmm. Yeah, you got it.

So what are all the kinds of formats these days? I mean, we kind of went from you know, I date myself accidentally when I say I'm listening to a book on tape or something. 

I know, right? Me too.

It's morphed so many times, like what is your kind of how do you kind of lay out the scope or the types of audio content that that you have at your disposal these days?

Well, we usually start with a primary form of content, which is generally a podcast. Podcasting, of course, is something that is hot right now. I’m on one as we speak, and it provides a nice bulk of content to start with, and a framework to start with. So unlike a video, the average video watcher will watch two minutes, but the average podcast listener will listen for 40 minutes.

And it's actually much harder to create short form content than it is slightly longer form content. We have thoughts, you know, curating what we say, you know, the brevity or like cutting things down to its core is much more challenging than this kind of a conversational format. And so, it allows people to be very natural, and very expansive in what they're talking about to dig into nitty gritty and to know that the listener is still going to be interested more than two minutes in, so you're not trying to pack things in. So we start with a longer form 20-30 minute podcast, usually sometimes longer, sometimes shorter, but that's on average what it is. And that gives us a lovely bulk of content to work with.

From there, there's all different ways to slice and dice that type of content, repurpose it, reuse it. And the authenticity that comes through when you're using audio and using this type of format is really important to reach people on a deeper basis, rather than just an informational basis.

Yeah. And when you look at companies, what are I guess, what are some of the companies or situations that are best served with audio content? Like who can really benefit from this form of content?

Well, we love working with relationship-focused, service-based companies. People who, when they're working with their clients, they have long-term relationships with their clients. For example, companies, which seem very dry, but there's a lot of content available in the financial world, in insurance, for example, education of varying kinds, and even things like retail, retail conglomerates, and things like that, that are creating more experiences. Travel can be served in this way, as well, although it does, definitely does need to be paired with the visual aspect as well. But it can be really, really, really beautiful. You will see a lot of influencer podcasting, that's generally not our super cup of tea.

We do a lot of work in the leadership space, though, helping to humanize brands that are large, and give the brand an avatar because we don't really do business with faceless, nameless corporations. We want to do business with people. So being able to communicate brand values and culture and leadership and innovation through the avatar of a podcast host is extremely powerful. Another industry that benefits a lot from podcasting is healthcare. And all of these have constraints with compliance and communication and legal and all of that. But we're able to navigate all of those waters, as well.

Yeah, yeah. So what are some of the other challenges? If you are interested in developing audio content? Like what do you need to kind of consider or think about setup?

The lift is largely at the beginning when you're–well with any type of content, right, so you have to decide that has enough value that you're going to spend the brain capacity and the bandwidth and the time to work with a company like ours, so that we can help you shape that voice and shape the type of content that's really going to benefit you. So choosing that it's going to be a priority.

And then having deep, intimate communication and regular awesome content are things that you really want to do, you also need to decide in terms of you know–and we work with our companies on this–like who's going to be hosting, who's your avatar, who's your people or person that you're going to be featuring. And there's a lot of creative ways to work with that scenario, as well. Everything from solo hosts to two hosts to a panel discussion and everything in between. There's, there's a lot of different ways to manage those kinds of questions, particularly if there's multiple people inside of a company who want to be at the forefront being that avatar for the company, that's all completely manageable. 

Another thing the company really needs to decide is if their marketing department, and their team, how we're going to dovetail this with their other strategic initiatives. Podcasting should be one piece and audio should be a piece of a larger strategic picture for a company. It should never be a band-aid or just an outlier. It needs to be integrated because it is something that has high strategic value, and can augment or replace creating content in other areas like blog posts, social media post images, articles for industry publications, and even events and getting used in events in different ways. So, there's a lot of applications and being willing to dive into the strategy is super important.

And what goes into that strategy? What questions are you asking or what do companies need to think about, you know, in terms of understanding kind of the bigger picture strategy before they really get into, you know, executing a particular kind of audio content strategy?

Yeah, we like to get into working with their marketing team. and finding out what are their core values that they're looking to communicate. What is that mission? What is their vision for their company, and then building out kind of an avatar of their host, not of their audience, but of their host. You know, if you had to personify your company, who is kind of that person and that spokesperson to do that? That's certainly an area that we start with, we also need to look at, as I mentioned, their current strategic initiatives. What's already working for them in terms of their marketing? How can podcasting build upon that and make it even more robust? And what are their pain points that we can address that are challenging?

So one of the pain points we run into a lot with companies is just the generation of content to begin with, particularly from a very busy team. A larger company, you know, when you ask somebody to go and say, “Hey, would you write a blog post on this?” somebody who's a technician or a salesperson or whatever, they may not be a writer to do that. Using interview techniques, we can extract and pull really wonderful, real conversational information from team members that can be pulled into podcasting content, or then even turned into articles or ebooks or, you know, other types of content, as well. And the creation process becomes 100 times easier. And this is, of course, scalable for any size company to do that, whether we're working with a sales team, or we're working with, you know, a CPA firm.

Yeah. You mentioned a couple times the idea of leveraging the content, what are some ways that you can kind of use the, the initial content, leverage it in different ways? You know, repurpose it. What are some things that companies should be thinking about when they develop a kind of a content strategy, starting with audio content?

Sure, I'll kind of walk you through a whole process, potential process flow on that. So let's say your podcast gets made, and the audio content is going out to 20-30 different audio distribution platforms, everything from Spotify to Apple podcasts and whatnot. So it lives all out in the world of public podcasting. Well, then the full edited transcript of that podcast, along with an embedded player, which has a number of features on it that are really helpful for the listener, click to tweets, and custom captioned images are all embedded on the website, usually in the form of a blog post. So we have, first, fresh content that goes into your blog.

And secondly, this is all gorgeous for your search engine optimization. Google loves fresh, long form conversational content, because Google is moving towards AI for their search engine optimization. This longer form conversational podcast content is so helpful for SEO, particularly with all the bells and whistles to kind of go along with it. So, from there, you can take the we have always have a little summary at the top and we have our quotes that are pulled out. Those are repurposed into social media posts, usually either on say a company page on LinkedIn that are then shared with the employees, shared with the team so that then they all can share those posts as well.

We also pull out short clips, little highlights from the podcast and turn them into what are called audiograms, which are little shareable, closed-caption dynamic videos. Those are also shared on social media. And one of my other favorite places to use audiograms is to embed them in related blog posts on the site that aren't necessarily the podcast episode, but maybe related content. So then you are cross-pollinating your website content and also creating a more dynamic experience for somebody visiting your website, because now you've got this lovely little 30-second to one minute long video that's breaking up the content on a related post and maybe getting people interested in staying on your website longer. Yeah, so those are just a few of the things that you can do.

We even recommend that whoever is the guest on the podcast, or even the host, depending on the situation, repurpose the link to their podcast on the publication section of their LinkedIn profile. A lot of people only use articles or blog posts, but you can use your podcast interviews as part of your publications list. And that helps build out, of course, your LinkedIn presence. For those folks of us who are in the B2B world or in the, you know, the business world. It's really nice to have that additional fresh content on your LinkedIn profile to kind of keep you top of mind for people.

So those are just a couple. Those are just a couple elements. And the other big one we see a lot of is turning podcast content into industry publication articles. So basically having writers–either folks we've introduced you to, or folks on their team. One of our companies that we work with primary tax solutions, they're a specialty tax company, and they've now had six articles based on their podcasts–content produced and published in publications like Accounting Today.

Yeah, I love that idea is like you create one piece and then you can find lots of different ways. Oh, my goodness repurposing it makes it so much easier or just create so much more leverage in terms of the work you do. What are some of the challenges? Certainly, when I started podcasting, you know, it wasn't, there was some hesitation and trepidation about kind of really getting into this and putting myself out there like that. What do you do to help folks who, you know, are considering this, but they're not quite sure they have maybe some, you know, maybe a little bit of fear around some of this stuff. You know, creating this content, really putting it out there–what are ways in which you help them kind of evaluate and create an opportunity for them to really get into this space?

It really just, it lives in the world of conversation. So, Bruce, would it be accurate to say that, you know, one of your big considerations was time?

Oh, absolutely.

Yeah, yeah. And that's really the biggest thing we have to talk about is, where are your priorities, and where is your time going to be, because even if we're handling 90% of what has to go into the podcast production, we're still going to need, you know, some time for the marketing team and of course, the host and things like that to spend some time in that arena. So it just really has to be a priority, and they need to be well suited. So there's a lot of evaluation that goes on at the beginning, everything from talking about, like I said, the creation of kind of this avatar. We even use thought leadership archetypes that we have developed based on the 12 Jungian archetypes to help kind of shape the brand of the podcast in conjunction with the company's brand to make sure that there's this consistent voice.

So everything that we do really lives in relationship and inquiry and curiosity. And and then from there, the strategy, but we come at it–I would say that, you know, a lot of times I'm practicing my “Business Buddha” and that means I come from a place of non-attachment. It really has to be all about the clients and not about us and seeing what's going to be best. And sometimes it's not the best solution for that company, or it's not the right time. Sometimes it's the absolute perfect time, and the company is absolutely 100% ready to go. Sometimes there's a little bit of a delay until a few ducks get in a row and we say, “Hey, you know, you really should have X, Y, and Z handled before we start this process.” So it always has to be in the best interest of the company, so that we can get the best product, because, as you know, Bruce, podcasting isn't a one and done deal. It's a long tail game. Yeah, you know, so we got to have time.

Yeah, no, let's dig into that just a little bit. ‘Cause I find I see a lot of podcasts out there that get to like episode eight.

Yeah.

You know, big plans, big ideas, and then, you know, just, you know, a big initial push, but, they just kind of fade quickly. What are some things that can help you to prevent that or will help you, you know, kind of be in it for the long game?

Well, most of our companies, we recommend starting with a bi-weekly schedule, instead of a weekly schedule. You can always add episodes. You can always add frequency as you go. But bi-weekly gives enough frequency for folks to really get content out on a regular basis without it necessarily being an overwhelming time commitment. We also work to develop out the content calendar, and make sure that we've actually got, you know, 12 or 24 potential episodes kind of planned out. And then many times we're helping with, you know, getting the guests on. You know, let's look at your networking list. Who do you want to have on and how can we help you facilitate that communication, the guest preparation and making the actual recording process as easy as possible for folks? You know, you and I both use an interface that's very easy to get on. You're using was it Tricast here. Is that what we're both on?

Yeah.

So Tricast, Squadcast, Riverside FM–there's a bunch of them that really helped make the recording process very high quality and very easy, no matter who you are, where you are, as long as you've got a relatively decent internet connection. Yeah, and we help facilitate those with live direction, sometimes, helping people actually kind of feel comfortable, relax them. We do episode preparation sometimes and actually create the outlines for episodes for companies and working with their marketing team to make it easier for them to just have a nice flow of every episode. And of course, any kind of host or guest training when it comes down to the actual vocal or interview side of things. It's really a matter of finding out what are the needs, what are the desires, and creating the right solutions to fill it. There's no cookie cutter solution.

Yeah. And are most of your clients looking to develop leads for like a lead funnel or what are the outcomes that sort of the tangible business outcomes that you're typically focused on with clients?

The tangible outcomes that clients are usually looking to focus on are multifold. Podcasting of this particular kind is a beautiful combination of relationship marketing, influence marketing, and content marketing. So we're looking to have guests chosen strategically that are not necessarily leads for their company–there's a whole philosophy of podcasting that you interview people you want to have as clients. That's not really where we live. The companies that we work with are well-established. They're doing very, very well in their fields. And this is really a move from having a brand to becoming thought leaders in an industry. So it has more to do with influence and high quality content than it does with directly getting leads.

But that being said, it usually–well, actually, it always–it always ends up in developing leads, because collaborations come out of the guests that you have on the show, out of the visibility that you have, out of the elevation in the industry of now becoming a media presence, all of those things happen, and it is largely because podcasting opens doors when it comes to relationships. You know, our clients are always looking to have high quality guests on their show, and then following up with those guests afterwards to help deepen that relationship and develop collaboration inevitably adds leads to additional opportunities and more leads 100% of the time.

Yeah. And what recommendations do you have for folks in terms of kind of picking subjects, things that you're going to weave into your conversations, finding guests? I mean, how do you go from, “Hey, I want to start a podcast, I want to, you know, have these sort of business outcomes,” to actually getting things scheduled and figuring out what you're going to talk about?

Oh, okay, that's a big world. So let's break it down just into a couple of first steps. One is to look at your values. What do you want to be known for? You know, who are you in in the world? What does your company want to be known for? And what are your brand values, the pillars that you operate by that you want to make sure it get communicated out to an audience?

Then there's a little bit of a Venn diagram. You've got your brand values and your culture, and then you have what you're really good at, you know, what's your areas of focus, and you're going to overlap those two areas on each other. And then the third area that you're going to your trifecta, a little three circle Venn diagram is going to be how do you want to communicate it?

So when you're talking about podcasting, you have to have somebody on your team who's got a proclivity towards a microphone. In some way, shape or form, they have to have a desire for it. Because otherwise you're going to end up you know, like, like Ben Stein in Ferris Bueller's Day Off. “Bueller, Bueller? Bueller?” It's got to be dynamic, right? You somebody who is inclined. So that you know, so then you got your format of your show. So you've got those three pieces that you want overlap to find kind of your sweet spot in podcasting. And I will say, that's where you start. Podcasting is one of those things, just like I hate to say it, a website. That is, you're always evolving over time, and you're going to have seasons. You're going to have segments, you're going to evolve it over time. So you got to start with where you're most comfortable and most seasoned in your expertise, and then you're going to evolve and grow it from there.

Tina, this has been a pleasure if people want to find out more about you about the work that you do, what's the best way to get that information?

You can just hop over to twinflamesstudios.com and we are there. There's samples of our work. You can reach us there and we're happy to connect with you and explore, no matter where you're at in the process.

That's great. I will make sure that all the links are in the show notes here. Tina, this has been a pleasure. Thank you so much for taking the time today.

Thank you, Bruce.

Thank you for tuning in to today's episode. Be sure to subscribe using your favorite podcast app, so you don't miss our future episodes. See you next time.

About Scaling Up ServicesScaling Up Services is a podcast devoted to helping founders, partners, CEOs, key executives, and managers of service-based businesses scale their companies faster and with less drama. For more information and a list of recent episodes, please visit www.scalingupservices.com.

About Eckfeldt & AssociatesEckfeldt & Associates is a strategic coaching and advisory firm based in New York City and servicing growth companies around the world. Founded and led by Inc. 500 CEO Bruce Eckfeldt, E&A helps founders, CEOs, and leadership teams develop highly differentiated business strategies and create high-performance leadership teams who can execute with focus and rigor. Leveraging the Scaling Up, 3HAG, and Predictive Index toolsets, the firm has worked with a wide range of dynamic industries including technology, professional services, real estate, healthcare, pharmaceutical, and cannabis/hemp. For more information, please visit www.eckfeldt.com or email at info@eckfeldt.com.

Audiobook Publishing: How It’s Done And Why You Need It With Tina Dietz [Podcast]

Have you ever considered that your voice is an instrument and your thoughts and beliefs are the music you’re playing? If you want to learn how to “tune” your voice, take a listen to my guest appearance on the new episode of the More than a Few Words podcast, hosted by Lorraine Ball.(More Than a Few Words Podcast with Lorraine Ball, September 2021)

Recently, Tina joined Lorraine Ball on the More than a Few Words podcast to talk about how to use your voice to deepen your connection with others, enhance your credibility, and strengthen your leadership.

In this episode:

  • You'll discover the 5-7 different vocal qualities that are highly associated with credibility, trustworthiness, and perceptions of leadership
  • How these elements impact your career and income
  • Techniques to sound more professional, confident, and knowledgable 

Listen to the podcast here

Lorraine BallHave you ever thought about what an amazing instrument your voice is? How the tone, the pitch and the tempo of your speaking voice can change how people view you? Well, that's what we're going to talk about today. Okay, here's the show. Welcome to More Than a Few Words – a marketing conversation for business owners. MTFW is part of your digital toolbox and this is your host, Lorraine Ball. I grew up in New York. I have a slightly nasal New York accent. That's part of my voice. But over the years, I've certainly worked to try to moderate that. And it is important that you do, because you can create an impression with your voice. That's what we're going to talk about today. And I couldn't think of a better person to have this conversation with than Tina Dietz. Tina's an award-winning and internationally-acclaimed speaker, audiobook publisher, corporate podcast producer, and vocal leadership expert. She has been featured on media outlets, including ABC, INC.com, Huffington Post, and Forbes.Tina's first podcast, The StartSomething Show, was named by INC Magazine as one of the top 35 podcasts for entrepreneurs. Her company, Twin Flames Studios, amplifies the influence of brands and leaders through high ROI audiobook and podcasting solutions. Tina, welcome to the show!

Tina DietzThanks, Lorraine. I really appreciate you having me on.

I am so excited to have you here, because this is something I've worked on a lot over the years and I think it's really important. But why don't we start with the question: What are the important qualities of someone's voice that makes them an effective leadership voice?

There’s about seven different qualities that are highly associated with someone's credibility, trustworthiness, and perception of leadership when it comes to vocal qualities. And the research around this is a little bit astounding. For example, Duke University did a study of almost 1000 CEOs, and found that on the topic of pitch alone, CEOs who had a lower pitch to their voice, had more tenure, commanded larger companies, had more perception of credibility and leadership, and made more money to the tune on average of an additional $180,000 per year. 

And, you know, I know a lot of women like myself are like, “Crap!” You know, that's not necessarily a good statistic for us. But it's not that alone. The most highly, highly, highly associated vocal characteristic with credibility, leadership, trustworthiness is tempo. And this isn’t a particular tempo, it's your natural tempo. And this has to do with how we perceive somebody's breathing and their natural rhythm—the rhythm of their voice. So if you're, if you're talking a little bit too fast, and you're kind of gasping a little bit and all of that, that shows that you're maybe a little more anxious or nervous or not present. If you're talking slow, and a lot of pauses, then that may show that, again, you're not present and not confident or not sure of what you're saying. So those are two aspects of vocal qualities that really have been shown in research to make a difference. Other ones are sonority, which is the pleasantness of one's voice, articulation, as well as flow. And flow and tempo and articulation all kind of go together, as well.

And, you know, I know a lot of women like myself are like, “Crap!” You know, that's not necessarily a good statistic for us. But it's not that alone. The most highly, highly, highly associated vocal characteristic with credibility, leadership, trustworthiness is tempo. And this isn’t a particular tempo, it's your natural tempo. And this has to do with how we perceive somebody's breathing and their natural rhythm—the rhythm of their voice. So if you're, if you're talking a little bit too fast, and you're kind of gasping a little bit and all of that, that shows that you're maybe a little more anxious or nervous or not present. If you're talking slow, and a lot of pauses, then that may show that, again, you're not present and not confident or not sure of what you're saying. So those are two aspects of vocal qualities that really have been shown in research to make a difference. Other ones are sonority, which is the pleasantness of one's voice, articulation, as well as flow. And flow and tempo and articulation all kind of go together, as well.

So that's really reassuring to someone like me, because as soon as you started talking about it, I heard the deeper bass tone, having come out of a corporate environment, lots of men, I'm like, “Of course that sounds better to their ears.” And that's something that's really hard for me to change. But I can work on the flow, the pacing, some of those other qualities that make me sound more confident.

Exactly. But you know, and the good news is, is that everybody's voice is like a fingerprint. It's unique to us. So if you have an unusual voice, it doesn't mean that you have to fit into a cookie-cutter situation to be unique. You just need to be more of yourself. And the more that you work your voice out like a muscle, like you would take care of your body—it's a very complex musculature in there and your lungs and your throat and your neck and your shoulders, your face, everything combined—you know this, this beautiful orchestra happening inside of your body to get your voice out into the world. If you pay attention to it and work it out, it'll do wonderful things for you.

As a business owner, I'm thinking, “Okay, I'm not going to be doing big presentations, I'm not going to be standing in front of a room of 100 people. Does my voice really matter?”

Yes, yes, it does. It absolutely does. Because business is all about relationships. And every relationship you form, whether it's with a prospective client, it's with colleagues, it's at a networking group, it's on a phone call, it doesn't matter, you bring your voice with you everywhere you go. And you owe it to yourself, and you owe it to the growth of your business, your company, to bring your voice with you and to have it be a representation of who you are as a leader, and who you are as a brand.

Do you think that you have a different voice when you're at home or at work? Is it one voice? Or does it change based on the situation? And those are obviously the two extremes, but does your voice change in different situations?

Yeah, yeah, I think it does. Because we have a range, right? Just like you have a vocal range low to high, we also have a range of expression. And sometimes the expression that you use in business is not necessarily going to be the same expression you use with your kids. 

That being said, I think most people draw two strong boundaries between what's in business, and what's really in your heart. And the more integrated we become from the inside and the outside, the more effective we become as leaders. So vocal leadership isn't really all about the external voice, it's about the dance between your internal voice and your external voice. It's analogous to a virtuoso musician. So, if you imagine your external voice is the instrument you're playing, and your internal voice—your thoughts, your beliefs, your message, all the things that make you who you are—that's the music that you're playing. So if you can learn how to create the arrangement of the music that you're playing, and pay attention to the external instrument, that's when you become a virtuoso.

Wow, I love the comparison between your voice and an instrument, because it really, to me, it makes a lot of sense. I can see that whole tuning and being pleasant to the ear. And even jazz sometimes is appealing to a certain audience. So I like that analogy, because it can be… your voice needs to fit the situation, it also needs to be kind of true to who you are. Are there things that we do with our voice that really work against us? That send the wrong message? 

We could do it pretty easily. There's two in particular that in a business setting, and we're talking specifically about leadership and credibility, that are credibility killers. One is vocal fry. Now, if you don't know what vocal fry is, you can think about the Kardashians. So it basically makes you sound uninterested. And you actually will hear a lot of this in advertising when they're advertising to millennials and younger. Generally, when they're advertising to Gen X and older, you won't hear near as much vocal fry as you would, because it's more typical to hear in the younger generations, and they don't react to it as much as older generations do. So I do think we'll see this changing, but it's at the end of the sentences and it gets dropped down really low. And in the research that's been done—Gonzaga University did a huge study on this—regardless of who was evaluating the interviewees, anyone who was being interviewed that used vocal fry in their voice across the board categorically—age, race, gender didn't matter—they were rated as less credible and less desirable, less trustworthy to take a job. So it's a huge thing in career development: don't have vocal fry in your voice. That's a really big one. 

And the other one that is similar—same thing, but different—is up talking the end of your sentences. And up talking the end of your sentences kind of makes you sound not credible, and then people think you don't know what you're doing, because your sentences sound like a question. A lot of times you can't hear it when you're doing it yourself, so you have to have other people listen to you. This happens a lot in networking situations when somebody is introducing themselves and they feel uncertain on the inside and that gets reflected to the outside. So a good thing to take note of.

Awesome. So as we're wrapping this up, I really want to encourage people to check out Twin Flames Studios—lots of S's in there for me to practice. But I really want to encourage people to check out all the wonderful information you've got to learn more about this subject, because I think being able to communicate and communicate with confidence is such an important first step for everyone and especially for business owners.

It sure is. We actually have a vocal leadership workout. If anyone is interested. And we don't have a landing page for it, but if you connect with me on LinkedIn, or through our website. We're happy to send you a copy.

Awesome. Well, we will make sure that we include all those links. Thank you so much for being a part of the show.

Thank you, Lorraine. This is wonderful. I appreciate you.

If you've enjoyed today's conversation and you'd like to find more resources for your business, be sure to check out the Digital Toolbox at DigitalToolbox.Club. Look for MTFW wherever you listen to podcasts. This is another episode of More Than a Few Words. Thanks for listening.

The Growing Appeal of Audiobooks with Tina Dietz [Podcast]

Did you know that the first audiobook was created in 1929? Today, audiobooks are a billion dollar per year industry in the US alone! If you want to discover more about the power of audiobooks, check out my guest appearance on the new episode of the VIP Access Podcast, hosted by Michelle Herschorn.(VIP Access Podcast with Michelle Herschorn, November 2021)

Tina had a fantastic conversation with Michelle Herschorn on the VIP Access podcast to talk about the power of audiobooks.

In this episode:

  • How the audiobooks’ industry has grown exponentially
  • Tips for authors who want to supercharge their book marketing
  • The ways audiobooks uniquely meet our intrinsic need for intimate connections through audio storytelling

Listen to their discussion here!

Melanie HerschornHi again. I'm Melanie Herschorn, the digital content creator and marketing strategist and coach for women business owners, and welcome back to another episode of VIP Access. VIP stands for Visibility, Impact, Profit, and this podcast will get you inspired and fired up about content creation and marketing yourself and your brand. Each week you'll get marketing and mindset strategies, actionable tips, and the motivation you need to land more clients, nurture your leads, and position yourself as an expert in your industry. We also go behind the scenes with powerful women in business to discuss strategies, messaging and more. My mission is to empower you to stop spinning your wheels and to make your mark with your marketing. Ready to wow your ideal client and create a community of raving fans? Let's dive into today's episode!

Hi, and welcome back to VIP Access. I'm Melanie Herschorn. Today, my guest is an award-winning and internationally-acclaimed speaker and audiobook publisher and corporate podcast producer and vocal leadership expert. Her name is Tina Dietz, and she has been featured on media outlets from ABC to Huffington Post to Forbes and more. Her first podcast The StartSomething Show was named by Inc. Magazine as one of the top 35 podcasts for entrepreneurs and Tina's company, Twin Flames Studios, amplifies the influence of brands and leaders through high ROI audiobook and podcasting solutions. And you will hear from her mic how great she is with sound. So welcome, Tina. Thanks so much for being here.

Tina DietzThanks, Melody, I appreciate that.

I just, I have a background in radio, so when I hear a good mic, I get really excited. Totally geeking out on that.

We end up being like radio voice nerds and all of that. It's like, “Oh, listen to the sound quality.”

Love it. So okay, I don't even know where to start, because I'm just so excited to have you on today. Because not only are you a podcasting expert, but really audiobooks are so important. And I think that that's something that people who have written a book don't even necessarily think about, you know, in terms of a way to get more ears or eyes on their book, and to amplify their mission and their influence in the world. And so, I would love to know some statistics about audiobooks.

Oh, statistics about audiobooks? Well, it's a funny world. When I first started working with audiobooks, they'd been around since about 1930. This is not a new format.

You mean like book on tape, okay.

Book on tape. Before that, it was book on album, you know. Or I'll date myself and talk about, you know, when I was a little kid, we had those book and album combinations where it was, “When Tinker Bell rings her little bell, it's time to turn the page.” Or we used to get books on tape out of the library, which you can still do. Mostly they're CDs sometimes have these all in one little players, which are really interesting and cool. 

A lot of people don't know that the military uses a lot of those books. A lot of audiobooks are consumed by our servicemen and women overseas. It's one of the ways that they stay in touch and they don't have to use the internet. So audiobooks reach into some really remote places in the world. 

But what really happened, oh, let's go back about 10 years ago, audiobooks became truly digital. Audible, which is the largest audiobook distributor in the world–they handle about 60% of the market share worldwide–combined themselves with Amazon. For whatever you think about Amazon or your opinions about Amazon as a global company, one way or another, what they have done is made things more accessible for everyday people. And when everything went digital, audiobooks went digital, the cost of production for audiobooks dropped about 50%. That has continued to be the case. 

So when, back in 2009 or so and earlier, to get an audiobook produced you were talking about at least $10,000 minimum. Now an audiobook can still cost that much, if you get a lot of bells and whistles: you've got a full cast, you're recording in a New York studio, you got Tinkerbell in there full costume makeup, ringing bells. But that is generally not the case. Now you can get your audiobook fully produced by a company like ours, or another high quality studio, generally for $3,000-$5,000. And that's full production, author-narration, professional-narration, really high quality work. 

It can be done remotely without our having to go into a studio. And audiobooks, you mentioned statistics, audiobooks outsell eBooks about three to one. And they're a $1 billion plus industry just in the US alone. And there are new markets opening up overseas every single day with audiobooks, so it is a growing market. It's been double digit growth year on year for the last eight years. So it is crazy pants what is happening with audiobooks and it's just a really reliable, familiar way too to get books into more ears and reach more hearts with your message. And that's what we're out to do.

I love all of that. So I want to just break it down a little bit more. Let's say somebody wrote a book a couple years ago, they launched it, it didn't do great, because they didn't have the marketing in place. And now they're starting to work on the marketing, because I always say you wrote the book, it's still published, so let's keep going and try to get some excitement about it. 

Totally with you on that.

Can you also couple that with an audiobook and make that an exciting launch?

Why yes, Melanie, you can. I'll go into my commercial voice there. Yeah, no, it's a great application for an audiobook. We call it a “Second Chance Launch,” and it is something that happens frequently. As you know, in the book world, particularly with first books and authors, you get very excited. It's almost like having a child. You do all this stuff to get the book ready and to get it out there, and then by the time you get it out, you're exhausted. 

Right when you need to be at your best is when you want to be taking a break. The marketing falls down or the budget isn't there, or just the persistence and the will isn't there to keep going with that particular book, because it's taken everything you've got as an author just to get the book out on the market. Launching an audiobook six months, a year longer, two years, three years down the road, is a way to revitalize that title and get it back out there again. Some folks also do a second edition with their audiobook, but more than likely, if the material really is evergreen, like many of our authors it is, then just getting the audiobook out there is enough to revitalize and get things going again.

What if you hate the sound of your own voice? 

Ah, yeah, I hear that a lot. Even in a room full of speakers, if I'm on a stage and I survey a room, and I say, “Who here doesn't like the sound of their own voice?” about half the room, even in a room full of speakers and podcasters will still raise their hand. And if it's a roomful of executives or entrepreneurs, more in the general space, about 80% of people will raise their hand to say they don't like their voice. A very common thing. It's a very human thing. You have to get used to it. 

There's two pathways through that. One is to basically suck it up and get used to it. Seriously, that, that's kind of the way it works. And to rely on professionals like myself, like my team, who are going to be honest with you and say, “Really, your voice is going to be fine for this book. And this is how we're going to work with you on it.” Or we'll be honest with you and say, “You know what, your voice is great for a podcast. It's great for a keynote. But it's going to be challenging to listen to you for four or five, six hours straight. And here's why.” That really just depends on the voice. But a lot of times, it's for reasons you don't expect. People have unique voices. I have this wonderful colleague who is totally Jersey–totally New Jersey–she has the most amazing, gorgeous New Jersey accent. I've been trying to talk her into doing her audiobook. She's got a great podcast, and she's like, “No, no, no, I have to have a professional do it.” I said, “Don't you dare,” because her voice is part of her brand.

Exactly what I was gonna say. It's part of her brand. And so she's taking people away from her brand, if she doesn't own that. That's part of who she is.

That's part of her voice. And her articulation is great. She's fun to listen to. Her voice is musical. All the things that are engaging about a voice. She has her accent, which she worries about, is not going to be a problem. She's very engaging to listen to.

Now, this is something even though I've worked in radio, I've been trained how to have a radio voice so to speak. I worked in classical music, which is like, “And now we are going to play Bach” and like, you really have to be like “The Sonata in B Minor played by…

The Philharmonic Orchestra. We hope you enjoy it.

Yes, exactly! Exactly. And then the people are dozing off while listening, which is fine. And news, which is also a different way to talk. But when people are gonna stand there and talk for four hours, five hours, how do they keep up momentum?

Well, you don't talk for four or five hours. That's really the key. Even professional narrators don't tend to record for longer than two hours at a shot. It is vocal fatigue across the board. Even for our really, really experienced speakers, our speakers always come in and say, “Oh, no, I do 20, you know, gigs a week.” And you know, we work with great people who do amazing things out in the world, and then they get into the audiobook process, and afterwards are like, “Oh, that was different.” Not that it was bad, it gave them a whole new skill set, because we record our authors remotely from wherever they are in the world and we fully direct them through the entire process. 

Just as if you were to go into a New York studio and you were to have a director right there live in your ear, we are live in the ears of our authors, usually from their home office. So we're catching their mistakes, we're making sure that their energy is good, making sure that they're getting across the message and the intention that they want to get. 

When you're reading and delivering material at the same time, it's different than a rehearsed keynote, or even in the format where we are now, which is really casual. I'm not as worried about my articulation. I'm not delivering a particular set script. You know, when you're going through an audiobook, it's a certain type of breathing. It's much slower than most people are used to speaking at and it's usually a little bit more articulated. There's a couple of things that come into play and that's what we help with. But we work with authors, you know, if their energy level can't support speaking for two hours and getting a great performance, then we do it for one hour. We have another author, we're working on her second audiobook, Jennifer Brown, she's an amazing DEI consultant. She has opera training, and tons of vocal training, and she has vocal stamina like crazy, so she can go for three or four hours. But she is an outlier, so it works across the board.

I mean, I can only imagine how exhausting that would be. You're not just talking, you're “on.” I'm one of those people that after a full day of work, I need to just shut down and have complete silence. Because when you're “on,” it just takes so much out of you. Do you find that people falter in the middle? And you're just like, “Okay, we'll come back to this tomorrow.”

It depends on the day that they're having. We do a lot of prep work with folks. We have a whole document we deliver to help people understand the mindset, to prepare to do their audiobook, and that can move into the rest of their lives as well. You know, when any of us who have been in business for a while, as you're developing your leadership, you know, you have to maintain your energy management and your energy hygiene, I'll even call it. And that has to do with you know, introversion/extroversion. Do you need to be around people? Do you need to shut down, as you mentioned? I need to go out tonight and go to an open mic comedy night to recharge myself. I'm an extrovert. That's going to charge me up. That would be a nightmare for you, probably at the end of a long workday, if you needed to recharge your energy after so many things coming at you.

Not necessarily. I'm one of those people, I could just have like five minutes, put on more makeup, and go out and feel totally returned.

We'll have to keep that in mind when we meet in person.

Oh, I can't wait for that!

But the point is that, you know, you have to manage your energy. And that's a big part of what our directors and what we listen for, watch for, and talk with our authors about because it's a very personal journey.

For me, I, even though I've worked in radio, as I said, I am a visual learner. I think it's two-thirds of the population are visual learners. But audiobooks, they don't really go against that, I find. Like I can listen to a book on a long drive and take it in, take all of it in. And so do you find that there's ever any pushback about people who are like, “Well, I'm a visual learner, so I don't need an audiobook?”

It's an interesting world, because we're so wired for storytelling. It comes into a different part of the brain entirely, so the best thing about an audiobook is the intimacy that it creates between the narrator and the listener. And there's a neurological connection, even when you're in the car. Actually, 80% of audiobooks are listened to through earbuds. That's what the research says. 

You know, we're not in our cars quite as much as we used to be on long commutes, especially in the last two years. But at the same time, even if you are listening through, you know, your car speakers, or your earbuds, which are going to be the two most common areas, there's a relationship that forms you know? You almost find yourself or maybe you do find yourself, responding in the case of fiction, a character, just like you're watching TV, and you want to say, “Don't open the door!” Or if you're listening to a book on personal development or leadership development, you may find yourself pausing just to have a conversation with yourself about, “Do I really believe that? I think they are full of crap. I don't know about that.” Or, “Oh, I never thought of that!” And you kind of have to process through it. Because it is, to one extent or another, a conversation, just based on the way that we're wired neurologically. So it is an intimate experience. And that's why the quality of narration is so very important. That is what sells audiobooks. It's the quality of narration.

Okay, I love that we got to that point because it is true. It's like, if you have grainy video or pretty terrible photos that's not going to excite your audience and grow your audience, but you need to have quality sound. And what people might not realize is you can hear lights. You can hear a dog barking in the distance, and that ambient sound can throw off so much other than just the sound of your own voice reading your book. So how do you account for that in somebody's house, if they don't have their own studio?

Well, I’ll tell you a little secret: about 85% of our authors record from a walk-in closet. And this is a very common thing, even in the professional narration world. It's very cozy. The atmosphere of a walk-in closet with the clothing around you very specifically buffers the sound. And usually there's a spot where you can set up a little portable desk, or a table and a chair and your microphone and record your audiobook with a director in your ear taking care of the recording for you. And that's where a lot of voice acting happens is in those small spaces. You absolutely can create things on your desk, as well. The other thing we recommend a lot that's a really easy setup for people is to take a plastic storage box, the kind that you would put a bunch of, you know, Christmas decorations and things like that. The Rubbermaid, Sterilite kind of containers, you'd get.

A giant Tupperware 

A giant Tupperware container and then you take a piece of foam that you would put on top of a bed. Bed topper. Get it at Walmart or Target for $20, put it on the inside, stand it on end, and toss your microphone in it, and then you've basically got a little portable sound booth. I actually had one of those when I was living in Costa Rica that I did some professional voice acting from and the sound quality–it was great.

That's amazing. Yeah, and you got to live in Costa Rica, which is even more amazing.

It's a whole other story.

That's great. Okay, so I love how you're bringing this to more people. You know, where I sit as somebody who's currently working on writing a book and I work with authors, sometimes we feel like audiobooks are a little bit out of reach. You figure out whether you're going to be self-publishing, working with a hybrid publisher, or going the traditional publishing route, and then you're so focused on the launch, and “Am I going to be an Amazon bestseller? I don't know” and all that stuff. And then you're like, “Okay, well, now nobody knows about it. So I need to do the marketing. But wouldn't it be great if people could listen in their AirPods to me?” It almost feels like it's, it's just high up on this pedestal that we can't reach. So I love that you're bringing it to more people. So what you're saying is, pretty much everybody should do this.

I think if it's something that you can carve out, the budget for and the time for in the great scheme of things and also survey your audience. Do they listen to audiobooks? A lot of our authors come to us because they launched their book and the number one question they got was, “When are you doing the audiobook?” I hear this over and over again. We have lots of conversations with authors every single week, and it's either, “My publisher said I needed one,” “I have to have one because I love audiobooks,” or “I've launched my book and everyone's asking me for the audiobook. How quickly can we get it done?” So those are the things that we hear on a daily basis from authors, which is good news for everybody.

That's great. So how long does it take from start to finish? Because I've heard there are delays and it can be like a really long time before Audible says, “Okay, here you go.”

Audible, particularly on the self-publishing side of Audible, there can be glitches. There can be some issues. We produce a very pristine level. We do not get rejected by Audible. We [have] t's crossed, i's dotted. But there's very, very specific technical specs that your audio files have to meet for Audible. It is not like podcasting. It is not like doing any other kind of audio. The audio that I'm recording right now for this podcast would definitely not meet Audible standards. There would be background noise, there would be a noise floor issue, all kinds of stuff. And even the, the amount of space at the beginning and the end of the file and what's included–so many technical details. But we do this every day. We meet all those technical standards, so our books go through in generally about 10-15 business days through their system, which is average. It can take up to 30 business days to make it through Audible's system, if there's no mistakes in your files. So what happens is if there are mistakes in your files it gets bounced back to you. They'll tell you what the issues are, you have to fix it, and then you got to start back at the beginning of the queue again. And that's usually where the problems come into play because somebody has worked with someone that tried to do it themselves, or they worked with someone who isn't highly experienced. The author can't tell. They can't test it. They don't have the, the technical skills to do that, and then it becomes a problem. That's where people run into the most issues. And they come to us and say, “Can you fix these files?”

“Help us!” I get that. Now, is there ever a book that doesn't make sense to become an audiobook?

There's some that do better than others. Books that tend to be at least 35,000 words tend to do better in audio. Most audio platforms like Audible, our audiobooks are sold on a membership basis. So longer books have a higher perceived value, because you get a credit every month and you can buy any audiobook. Are you going to look for an audio book that's eight hours long, or two hours long? So there becomes a perceived value issue.

Okay.

Also, audiobook pricing is different than other book pricing. Audiobooks are priced on length, which irritates a lot of authors, and I completely understand that it is an issue in the industry. Having a book that's a little bit longer–30-35,000 words, at least–gets your pricing up into a range that you're going to be much happier with. That's one issue. Another one is books that are highly technical, highly visual. They're going to need an audio edit to make an audio version of and when we evaluate books, we go over that if there tends to be more of a technical guide. 

Cookbooks and poetry–it really just depends on the market that you're in. We don't work with fiction. We are a nonfiction house, but we do often get people asking us for poetry. And we don't tend to work with those because you're better off working and getting that done kind of on your own in terms of price points, and things like that, because those poetry books are shorter books. And I almost think that you're better off releasing those as an album, like almost as music, so that you can control the pricing more, rather than as an audiobook. And that's not something a lot of people think of. Go get it audio designed and really make that book juicy and worth your while to do if you're working with poetry. But technical guides, cookbooks are another one that require some changes if you're going to do an audio version. And that's more from an accessibility standpoint. Most cookbooks are not going to be listened to as a traditional audiobook, but if you're looking to reach an audience of say, folks who have visual impairment, then that's another animal. So accessibility is a whole other part of the audio industry.

There is so much that we have unpacked today. And I feel like we just scratched the surface, truly.

It’s true.

But I love that when I asked you about statistics, you rattled off a number of them. So I really appreciate that. Because so often we hear about things and it's like, “Oh, is this the next shiny object that I need to go after?” And, you know, as entrepreneurs, as authors, it's often like, “Well, what if I don't get it? If I don't do this, as I going to miss out?” And so this really sounds like something that is worth investing in because of just the sheer number of people that you can reach in a way that is going to help them better because maybe they really want to read your book, but they just don't have time to sit and read their Kindle app, or they just don't have time to sit and leaf through the pages.

Now well, and the one beautiful thing I'll tell you is that a lot of times what happens with audiobooks, particularly in nonfiction, people get a nice case of “mightas-well-itis.” They'll get the audiobook to listen to so they can make it through the material and then they'll buy the paperback, so that they can go back and make notes and the salient points. We've had it happen all the time. So, many times if you are selling your audiobook and then giving away a Kindle version that can be annotated for free, it's nice to bundle those together. Or you'll see an uptick in your paperback or hardcover sales when you release your audiobook because people are buying both versions. There's all kinds of things on the marketing side of things we don't have time to get into today. But maybe another time. There's there's lots of cool stuff.

I love it. Alright, so how can people find out more about you and Twin Flames Studios? 

Oh, you can check out our audiobook library, our kind of gallery of information. Find out more and reach out to us at TwinFlamesStudios.com.

I love how you articulated that.  

I gotta have all the S's in that url.

TwinFlamesStudios.com.

That's a tongue twister in and of itself.

But a worthwhile one. Well, Tina, thank you so much for being here today. 

No, thank you, Melanie. This is great. I really appreciate it!

You've written a book. Now what? If you're ready to implement a simple content marketing strategy to create buzz around your book and your brand, schedule your free Sparkles and Strategy Call with me, Melanie Herschorn. Thank you so much for listening to this episode of VIP Access. We can't let the fun end here. To find out how engaging your content is, take the content quiz at MyContentQuiz.com. Plus, you're invited to join our private Facebook group at VIPDigital.live/community where you'll get live trainings and other great tips all about digital marketing. And if you've enjoyed listening to this podcast, head over to iTunes and leave me a rating and review. This tells iTunes that you found the show helpful and they'll share it with more women business owners just like you. Thank you so much for listening.

Your Voice is Your Instrument with Tina Dietz [Podcast]

Have you ever considered that your voice is an instrument and your thoughts and beliefs are the music you’re playing? If you want to learn how to “tune” your voice, take a listen to my guest appearance on the new episode of the More than a Few Words podcast, hosted by Lorraine Ball.(More Than a Few Words Podcast with Lorraine Ball, September 2021)

Recently, Tina joined Lorraine Ball on the More than a Few Words podcast to talk about how to use your voice to deepen your connection with others, enhance your credibility, and strengthen your leadership.

In this episode:

  • You'll discover the 5-7 different vocal qualities that are highly associated with credibility, trustworthiness, and perceptions of leadership
  • How these elements impact your career and income
  • Techniques to sound more professional, confident, and knowledgable 

Listen to the podcast here

Lorraine BallHave you ever thought about what an amazing instrument your voice is? How the tone, the pitch and the tempo of your speaking voice can change how people view you? Well, that's what we're going to talk about today. Okay, here's the show. Welcome to More Than a Few Words – a marketing conversation for business owners. MTFW is part of your digital toolbox and this is your host, Lorraine Ball. I grew up in New York. I have a slightly nasal New York accent. That's part of my voice. But over the years, I've certainly worked to try to moderate that. And it is important that you do, because you can create an impression with your voice. That's what we're going to talk about today. And I couldn't think of a better person to have this conversation with than Tina Dietz. Tina's an award-winning and internationally-acclaimed speaker, audiobook publisher, corporate podcast producer, and vocal leadership expert. She has been featured on media outlets, including ABC, INC.com, Huffington Post, and Forbes.Tina's first podcast, The StartSomething Show, was named by INC Magazine as one of the top 35 podcasts for entrepreneurs. Her company, Twin Flames Studios, amplifies the influence of brands and leaders through high ROI audiobook and podcasting solutions. Tina, welcome to the show!

Tina DietzThanks, Lorraine. I really appreciate you having me on.

I am so excited to have you here, because this is something I've worked on a lot over the years and I think it's really important. But why don't we start with the question: What are the important qualities of someone's voice that makes them an effective leadership voice?

There’s about seven different qualities that are highly associated with someone's credibility, trustworthiness, and perception of leadership when it comes to vocal qualities. And the research around this is a little bit astounding. For example, Duke University did a study of almost 1000 CEOs, and found that on the topic of pitch alone, CEOs who had a lower pitch to their voice, had more tenure, commanded larger companies, had more perception of credibility and leadership, and made more money to the tune on average of an additional $180,000 per year. 

And, you know, I know a lot of women like myself are like, “Crap!” You know, that's not necessarily a good statistic for us. But it's not that alone. The most highly, highly, highly associated vocal characteristic with credibility, leadership, trustworthiness is tempo. And this isn’t a particular tempo, it's your natural tempo. And this has to do with how we perceive somebody's breathing and their natural rhythm—the rhythm of their voice. So if you're, if you're talking a little bit too fast, and you're kind of gasping a little bit and all of that, that shows that you're maybe a little more anxious or nervous or not present. If you're talking slow, and a lot of pauses, then that may show that, again, you're not present and not confident or not sure of what you're saying. So those are two aspects of vocal qualities that really have been shown in research to make a difference. Other ones are sonority, which is the pleasantness of one's voice, articulation, as well as flow. And flow and tempo and articulation all kind of go together, as well.

And, you know, I know a lot of women like myself are like, “Crap!” You know, that's not necessarily a good statistic for us. But it's not that alone. The most highly, highly, highly associated vocal characteristic with credibility, leadership, trustworthiness is tempo. And this isn’t a particular tempo, it's your natural tempo. And this has to do with how we perceive somebody's breathing and their natural rhythm—the rhythm of their voice. So if you're, if you're talking a little bit too fast, and you're kind of gasping a little bit and all of that, that shows that you're maybe a little more anxious or nervous or not present. If you're talking slow, and a lot of pauses, then that may show that, again, you're not present and not confident or not sure of what you're saying. So those are two aspects of vocal qualities that really have been shown in research to make a difference. Other ones are sonority, which is the pleasantness of one's voice, articulation, as well as flow. And flow and tempo and articulation all kind of go together, as well.

So that's really reassuring to someone like me, because as soon as you started talking about it, I heard the deeper bass tone, having come out of a corporate environment, lots of men, I'm like, “Of course that sounds better to their ears.” And that's something that's really hard for me to change. But I can work on the flow, the pacing, some of those other qualities that make me sound more confident.

Exactly. But you know, and the good news is, is that everybody's voice is like a fingerprint. It's unique to us. So if you have an unusual voice, it doesn't mean that you have to fit into a cookie-cutter situation to be unique. You just need to be more of yourself. And the more that you work your voice out like a muscle, like you would take care of your body—it's a very complex musculature in there and your lungs and your throat and your neck and your shoulders, your face, everything combined—you know this, this beautiful orchestra happening inside of your body to get your voice out into the world. If you pay attention to it and work it out, it'll do wonderful things for you.

As a business owner, I'm thinking, “Okay, I'm not going to be doing big presentations, I'm not going to be standing in front of a room of 100 people. Does my voice really matter?”

Yes, yes, it does. It absolutely does. Because business is all about relationships. And every relationship you form, whether it's with a prospective client, it's with colleagues, it's at a networking group, it's on a phone call, it doesn't matter, you bring your voice with you everywhere you go. And you owe it to yourself, and you owe it to the growth of your business, your company, to bring your voice with you and to have it be a representation of who you are as a leader, and who you are as a brand.

Do you think that you have a different voice when you're at home or at work? Is it one voice? Or does it change based on the situation? And those are obviously the two extremes, but does your voice change in different situations?

Yeah, yeah, I think it does. Because we have a range, right? Just like you have a vocal range low to high, we also have a range of expression. And sometimes the expression that you use in business is not necessarily going to be the same expression you use with your kids. 

That being said, I think most people draw two strong boundaries between what's in business, and what's really in your heart. And the more integrated we become from the inside and the outside, the more effective we become as leaders. So vocal leadership isn't really all about the external voice, it's about the dance between your internal voice and your external voice. It's analogous to a virtuoso musician. So, if you imagine your external voice is the instrument you're playing, and your internal voice—your thoughts, your beliefs, your message, all the things that make you who you are—that's the music that you're playing. So if you can learn how to create the arrangement of the music that you're playing, and pay attention to the external instrument, that's when you become a virtuoso.

Wow, I love the comparison between your voice and an instrument, because it really, to me, it makes a lot of sense. I can see that whole tuning and being pleasant to the ear. And even jazz sometimes is appealing to a certain audience. So I like that analogy, because it can be… your voice needs to fit the situation, it also needs to be kind of true to who you are. Are there things that we do with our voice that really work against us? That send the wrong message? 

We could do it pretty easily. There's two in particular that in a business setting, and we're talking specifically about leadership and credibility, that are credibility killers. One is vocal fry. Now, if you don't know what vocal fry is, you can think about the Kardashians. So it basically makes you sound uninterested. And you actually will hear a lot of this in advertising when they're advertising to millennials and younger. Generally, when they're advertising to Gen X and older, you won't hear near as much vocal fry as you would, because it's more typical to hear in the younger generations, and they don't react to it as much as older generations do. So I do think we'll see this changing, but it's at the end of the sentences and it gets dropped down really low. And in the research that's been done—Gonzaga University did a huge study on this—regardless of who was evaluating the interviewees, anyone who was being interviewed that used vocal fry in their voice across the board categorically—age, race, gender didn't matter—they were rated as less credible and less desirable, less trustworthy to take a job. So it's a huge thing in career development: don't have vocal fry in your voice. That's a really big one. 

And the other one that is similar—same thing, but different—is up talking the end of your sentences. And up talking the end of your sentences kind of makes you sound not credible, and then people think you don't know what you're doing, because your sentences sound like a question. A lot of times you can't hear it when you're doing it yourself, so you have to have other people listen to you. This happens a lot in networking situations when somebody is introducing themselves and they feel uncertain on the inside and that gets reflected to the outside. So a good thing to take note of.

Awesome. So as we're wrapping this up, I really want to encourage people to check out Twin Flames Studios—lots of S's in there for me to practice. But I really want to encourage people to check out all the wonderful information you've got to learn more about this subject, because I think being able to communicate and communicate with confidence is such an important first step for everyone and especially for business owners.

It sure is. We actually have a vocal leadership workout. If anyone is interested. And we don't have a landing page for it, but if you connect with me on LinkedIn, or through our website. We're happy to send you a copy.

Awesome. Well, we will make sure that we include all those links. Thank you so much for being a part of the show.

Thank you, Lorraine. This is wonderful. I appreciate you.

If you've enjoyed today's conversation and you'd like to find more resources for your business, be sure to check out the Digital Toolbox at DigitalToolbox.Club. Look for MTFW wherever you listen to podcasts. This is another episode of More Than a Few Words. Thanks for listening.

Strengthening Your Voice of Leadership in Uncertain Times — Tina Dietz

I invite you to join Julia Steele and me at the VID19 Conference and learn how to strengthen your voice of leadership in uncertain times

Headshot of Tina Dietz under the caption of Strengthening Your Voice oof Leadership in Uncertain Times with Tina Dietz at VID19 Conference

Hi, everyone, and welcome to day eight of the VID19 Conference. My name is Julia Steele, I'm the creator and host. I cannot believe we are on day eight already, but days are flying by and the feedback has been absolutely brilliant. So, thank you so much for everyone that has reached out to me and the other contributors. It's great to see you all getting so much value from this conference.

It's traditional in Australia to acknowledge the land that we stand on at the start of every conference. So, given we are on a new day, I am just going to acknowledge that I am standing on the land of the Wurundjeri people, of the Kulin Nation. I extend… Sorry, I, I'll start again. I want to acknowledge the land, the land that I stand on, and the people of the Wurundjeri in the Kulin Nation. And I pay my respects to their elders: past, present and emerging. I also extend that to all First Nations people that may be joining from around Australia, and overseas as well.

We are joined by the wonderful Tina Dietz. She joins us all the way from Florida. I just love that this is getting more international by the minute.

So, Tina, thank you so much for joining us. And you're gonna help us sort of explore and strengthen our voice, you know, while we lead through these uncertain times. So I can't wait to, to see where you take us with this. And thanks, again, for joining from Florida.

Oh, it's my pleasure. Anytime we can reach out to each other across the globe, it's always a privilege. So I really appreciate that.

Okay, so leading in uncertain times.

I know, Julia, you speak a lot on this as well. So, this is a topic near and dear to my heart. Just to share a little bit about myself.

I've been an entrepreneur for many, many years, many decades, I grew up as one. And I also found myself trained as a therapist. I have been in business for a couple of decades building businesses around the world, more than 20 different industries, and about eight or nine different countries now and counting.

And my company, Twin Flames Studios, works with leaders, executives, trusted brands, and entrepreneurs to help amplify your voice and your message not just to your audience, but also to your team, to new people who are looking to find you. And we do that through audiobooks. We do that through podcasting. And we also do that through what we're going to talk about today, which is vocal leadership. And a lot of people haven't heard about vocal leadership. So, I'll explain more about what that means in just a couple of minutes.

But you know, with everything going on, I'm just, it's funny, I think this is about my—I've always used Zoom a lot, my company has always been mobile so I feel very fortunate. And this time to already be in a place to help other people work with online formats, work with audio formats, because this is what I've been doing now for more than a decade. And it's… But sometimes I am on Zoom so much I question that I actually have a lower half to my body. And it gets a little weird after a while. It's like, “Do I exist from the waist down? I'm not entirely sure.” And I'm also pretty sure that the unofficial tagline of Zoom is “Zoom: Pants optional.” So I don't know if you're wearing pants joining us here today. You don't have to because you're not on camera. Actually, I don't have to either. But I am, I assure you.

But what we're gonna be talking about today, just to—And I'm super curious if you want to put into the chat, anything about what brought you here today? Where you're from? I'm monitoring the chat. So, I will definitely be taking questions as we go along—If there's something that comes up. My preference is to be highly, highly interactive in everything that we're doing here, because the best way that I can serve you is by covering those areas and covering those topics that are going to be most relevant to you. So, as we're going along, if something pops up for you, please do put it in the chat, ask questions again, feel free to introduce yourself, so we kind of know who's out there. We had a really lovely turnout for this today. And I'm excited to get to know you as well.

So how to strengthen your voice of leadership in uncertain times, and what exactly is vocal leadership, and what makes it important?

So vocal leadership encompasses a wide range of topics. And this includes

  • Your personal vocal mechanics—which we'll talk some about today.
  • The dynamics of communication
  • Team communication

It's present in meetings and presentations—when you're live and in person, and you can actually, you know, touch elbows, things like that. It's present when you're in online presentations like this. It is also present in your speaking peer to peer and networking. Anytime that you're using your voice, vocal leadership is present.

The two areas that we don't think about our voices being present, but they are very much present are

  • The voice of your message or your brand
  • And how you know who you are and what you stand for—and your values come through that particular modality of your voice.

And the very most important part of vocal leadership, which is your inner voice, and what that tells you, how that informs you because that inner voice that you have—or maybe it's lots of voices, as I can attest to myself. That is one of the things we're also going to discuss today is that inner voice as well as the outer voice—so meetings, presentations, sales conversations, conventions, conflict resolution, performance review, team collaboration, vocal leadership encompasses all of these areas and has a significant impact on your performance on the culture, on everything that happens.

And the two areas we're going to focus on today to help you be the calm in the storm, are:

  1. The mechanics of some vocal leadership technique to help you lead during meetings and conversations. And these are going to be useful to you in any situation where you're the “leader”—I'm putting that in air quotes, because some of these situations, we don't think of ourselves as leaders. Certainly working with our teams or working with clients, working with freelancers, any of those areas, sure. But you may also be having a leadership role in parenting, taking on being a leader or holding a space of calm in your other relationships with friends or in the community.
  2. And we're also going to be covering ways that you can manage your own inside voice, your internal conversations and habits about what happens, you know, inside of you as you're looking to communicate with other people.

And the key to vocal leadership is aligning these inside and outside voices, being congruent. And that's truly where authenticity lives. And if we're looking to truly be leaders, then authenticity is where we must stand as much as possible at all times.

So, when we start with the vocal leadership mechanics, there are four factors we're going to focus on today—there are far more than that. But the four factors we're going to focus on today that have been shown in research to significantly impact how you're perceived as a leader and your credibility, are:

  1. Articulation
  2. Tempo
  3. Flow
  4. Sonority

I'll say that again, articulation, tempo flow and sonority.

Articulation is how clearly you speak, how understandable your words are. And the more articulate you are—not over articulate, because when we're over articulate, we start to sound like a snob, and nobody likes that. Under articulation, of course, kills your credibility because you start to slur your words, you're not understandable, and then people wonder if you really know what you're talking about. But articulation is important. And particularly since we're talking about online meetings, and non-visual meetings, in many cases, articulation is extra important because people need to be able to understand you. And they need to be able to be very clear on what your words are and how you're speaking.

The second area is tempo. And tempo is arguably the most important factor to focus on. Tempo is your natural speaking speed. Now, I live in Florida, but I'm originally from New York. Not New York City, but Buffalo, New York, on the opposite end of the state. But nonetheless, being from, you know, that area, the Northeast, we tend to speak pretty quickly. That's a natural tone for me, I'm never going to be somebody with a lower, slower, more laid-back tone of voice—like you might find from people from the southern US or from other countries where the cadence is much, much slower. So, it's natural for me to have this slightly faster tempo. Your correct tempo is whatever is right for you. And it is, in research, in all the research studies, probably the top factor in what makes you most credible as a leader and what makes you sound most trustworthy.

This is because it has a lot to do with your breathing. Everything comes from the breath. And when we are breathing to shallowly and our voices start to speed up that's an indication on a very biological level that you're nervous, that maybe you're lying, or that you're angry, depending on how you're presenting to people.

On the opposite side of things, if you're halting and your tempo starts to slow down, then you lose people's attention. And they start to fade off. And they're not really focused on what you're saying. And that's a credibility killer as well. So, the most important thing we can do on the mechanic side of things, first of all, number one, is to focus on our breathing. Practicing your breathing—and this can be do through yogic breathing, it can be through something as simple as what I call “The 4-4-4 Breath” and this is where you inhale on a count of four, you hold for a count of four, and you exhale on a count of four. And this helps normalize your breathing, which helps settle your parasympathetic nervous system, and creates more calm throughout your body, which translates—of course—to your brain, and how you're connecting with your audience, or the person you're sitting in front of, or your child, or whoever it is that you're communicating with. And we hear about breathing a lot. But we don't necessarily always take that advice. If we take a few moments, it can make a tremendous difference in how we're perceived by other people.

The fourth factor is flow. And this is how smoothly your words come out of your mouth. This also is indicative of the dreaded “uhms” and “ahhs”. When you're a public speaker or you give a lot of meetings and presentations always tell you, “Oh, you got to watch how many times you say ‘Um,’ and ‘ah.’” The problem with that is that the more you think about “uhms” and “ahhs,” the more you tend to save them. It's like don't think about pink elephants, and there's the elephant, right? So, if you give yourself some room to let go of being concerned about the “uhms” and “ahhs,” the best thing that you can do is focus on the other person instead of what you're saying. Not on their reaction, but in being present to them, even in an audio-only situation. And we'll talk some more a little bit later about how our audio-only—when we're listening—and how audio-only actually can heighten our senses, and how we interact with that, and how we can trust ourselves and our listening when it's audio-only. When we're in a situation where we are listening to other people, focus on them, be present to them, and many times that will get rid of the “uhms” and “ahhs” because those “uhms” and “ahhs” are indicative of our own brain interrupting us trying to get us to say things a certain way, or questioning ourselves in our internal conversation if we're saying the right thing or not. We get worried about “Oh, what do I have to say next?” And that interruption of train of thought can really damage your flow.

So again, coming back to your breath, keeping yourself calmer will help your flow and help get rid of those “uhms” and “ahhs,” and increase your rate of flow for that extra boost of credibility and leadership.

And the last factor we're focused on today is called sonority. Sonority is the pleasantness of your voice. And in truth, most people, the more they practice these other factors—articulation, tempo, flow—the more you take care of your voice, the more your sonority will rise. Not everybody has a naturally super pleasant voice, but you have to work with the voice that you have. That's the only choice that we have—is to work with the voice that we have. And it's a funny thing, when I speak to groups of people—and I'd be curious as to what happens here with this audience—when I ask the question, “How many of you here like the sound of your own voice?” How many people do you think raise their hand? Yeah, pretty much nobody. About 80% of the room will tell me—on any given room—that they do not like the sound of their own voice. And this goes even for podcasters and professional speakers. Even in rooms like that, I'll get 50 to 60% of the room saying “Ehh, I don't like the sound of my own voice. I like my content, I might be able to own my identity as an expert, but the sound of my voice?” Right?

So, it takes something to get used to the sound of your own voice. And truly the only way out in that situation is through, as the old saying goes. You have to listen to yourself back and learn how to appreciate sometimes you just have to get used to it like a habit over and over again—listening to yourself doing interviews on podcasts, listening to yourself just doing recordings are around your house with your own musings, and things like that. And find ways that you can appreciate the voice that you have. Even if you are, you know, find yourself concerned about things like an accent, I'm going to ask you to let that go. Because what makes you unique is your voice.

And if you have any concerns about how understandable you are, then we go back to practicing the things like articulation, and tempo, because all of those things are going to help make your voice more understandable, depending on the audience that you're trying to reach.

So, the other factors around sonority that I wanted to touch on are two credibility killers. And these are far more prevalent in North America than they are in any other part of the world. So, I'm very curious for our audience in Australia if you see this as well. And those two credibility killers are what we call Up Talk and Vocal Fry.

So up talk is where you make every statement sound like a question. And that really makes you sound not credible. Because you make you sound like you don't know what you're doing. And that's an example of what up talk sounds like. Most people will up talk the end of their sentences when they're not entirely sure how their message is going to be received. If you're doing a live networking event, for example, and you have to give a 30-seconds “Hi, my name is so and so. And my business is such and such,” you'll hear a lot of up talk in people sentences, because they're kind of questioning how they're going to be received in the room. This is another good area to ask somebody else, rather than try to figure it out yourself, if this is a habit that you have—it's actually kind of difficult to hear if you do it in the moment, and you can practice will be called downstrokes. So up talk would sound like this: “Hi, my name is Tina Dietz, and my company is Twin Flames Studios. And we help amplify the voices of leaders and authors and companies around the world.” Sounds a little off, right? Speaking that with downstrokes with sounds like this: “Hi, my name is Tina Dietz. And I'm the owner of Twin Flames Studios, where we amplify the voices of leaders and companies and authors all over the world.” Sounds a little different when you get to hear the contrast between the two. So, you can see why that's a bit of a credibility killer.

The other one I mentioned is vocal fry. Now I have a hard time even doing vocal fry because my voice doesn't like to do it. I've trained myself out of it. But if you're familiar with the American celebrities—the Kardashians—these guys are a good example of listening to vocal fry, it makes you sent voice sound like it's a little bit bored or dismissive, because you drop the ends of your sentences down into your throat. And it's kind of a vocal fry kind of sound. You'll also hear this on American radio, on National Public Radio a lot, particularly with the male hosts on shows if you listen to podcasts, you'll hear this quite often in a lot of professional level shows. But the thing is, the reason it's a credibility killer is—and it's not with those guys who are professional hosts or even with the Kardashians—is we're not looking to take advice necessarily from the Kardashians, or from a radio show host who's doing a game show, we're looking to be entertained by them. So, the vocal fry doesn't matter for their credibility because we're not looking for credibility.

But when you take that same vocal fry, and you put it into a situation where somebody's doing a job interview, we find in the research that across the board—regardless of gender, regardless of age, regardless of race or any other demographic situation—if somebody is giving their answers in a job interview with vocal fry, they are across the board seen as less trustworthy, less credible, and less hirable. So, it is a habit that we do take try to with our leaders try to coach you out of because it can be damaging, particularly if it's done a lot. Here or there you are having a bad voice day, fine. But habitually? Not so good. So those are the two credibility killers with sonority.

Now when we're in a meeting, and you're running something with a team or you're running a program, you can keep these factors in mind. But what's more important is that you practice them ahead of time. So, articulation practicing with things like tongue twisters, and facial exercises are really important.

Tempo, as I mentioned before, the best thing you can do to work with tempo is to work with your breathing. And that tempo piece will flow over—no pun intended—over into the flow and sonority areas as well.

Listening back to yourself as the other best thing you can do for your vocal mechanic so that you can start to identify—And this is not a situation of beating yourself up. This is listening to yourself to say, “Okay, what can I add?” Or “What can I enhance?” Or “How can I create my next level?” That's the conversation that we're in. This is only a conversation between better and best, I never want to hear you beating yourself up for the voice that you have.

And by the way, we have put together a Vocal Leadership Workout for everybody that you can download. And it's got tons of exercises in it, and it also has links to some articles that I wrote for Forbes magazine, and some other places on different aspects of vocal leadership. You can download that we'll put the link in the in the chat as well at TwinFlamesStudios.com/vid19. And that's… I really, really love this vocal workout, I have all my clients do it to get them going. Because we don't think about our voice as the machine that it is, as the muscle that it is. And the neck muscles and the throat muscles around the voice are very complicated. There's a lot of people… You think about it, you have basically a popsicle stick holding up a bowling ball. That's the musculature of your neck. And it's all these crisscrossing tiny little muscles. And if you go to massage your neck or your throat, you can start to feel it like “Holy crap! That's like piano wire in there! That is really, really tight.”

So, allowing yourself… give yourself some throat massage is really, really helpful. We'll talk about that, along with some other techniques a little bit later when we get to talking about managing your inside voice, which we're about to switch to right now.

So, all of that being said about the mechanics of your voice. You know what’s really important? The inside part. Yes, it's important to have all these factors and to practice to manage the articulation. There's lots and lots of different things when we work with podcast hosts, or we work with authors who want to narrate their own audiobooks, there are a lot of mechanics that we go through for phrasing, and asking certain questions, and speeding up, and slowing down, and different listening techniques. All of that is wonderful and valuable. But if I gave you nothing else today, it would be to talk with you about who you are being when you are being a leader, and it coming through your voice that way. So this is all about your inside voice.

It's who you are, and who you are being far more than what you're saying that's going to make the biggest impact on who you're communicating with. We are wired as human beings for empathy. 100%. All the time. We are herd animals, we are social animals, so to speak. And we have these wonderful things called mirror neurons. Mirror neurons allow us to kind of see and understand or feel and understand what somebody else might be feeling. And mirror neurons and empathy kind of cuts both ways. Those mirror neurons that make us able to identify and feel so strongly when we're watching a movie, and the dog dies, or your favorite character falls in love. We feel those feelings even though those events aren't real. That's how powerful those neurons are. And that same biology is what people are reacting to when you're communicating with them, even with non-visual communication. So, for example, have you ever been on the phone, and all of a sudden your stomach drops, because you sense that something has changed without the other person saying anything. Or if you're a parent, your kids are playing in the next room, and suddenly the sound changes, and without even knowing why you find yourself going into check on. And then there's music. Our emotional state can change in an instant, just for those first couple of bars of our favorite songs. So, here's the thing.

You have that same impact on everyone around you. Every single day, we impact those around us whether we're conscious of it or not. And the opportunity for each and every one of us is—Do you want to make a conscious impact or an unconscious impact simply through how you're being? So, have you ever thought to yourself who are you being when you're being the best version of yourself? Who you being when you're being the best version of yourself think about that for a moment. And I'd even invite you now to close your eyes and see where you can feel—see what I said, “See where you can feel?” it's kind of a dichotomy there. But think about it just close your eyes go inside. Where do you feel those emotions in your body when you think about when you feel the best? Think about a scenario about when you have felt the best, maybe a peak experience is, or working with your clients, or, you know, you had a really great experience speaking, or running a meeting, or you had another accomplishment. Where do you feel those emotions in your body? And how would you identify them? A couple of places you can think maybe to check in are your chest, your throat, maybe you have this level of calm alertness. I hear that a lot from clients of level of calm alertness, like you're ready, but your calm. It's a really cool way to be.

You see, we're never taught to practice our emotional states, like we're taught to read, or throw baseball, or create a presentation. But it is a skill, like any other. Intentionally bringing up an emotional state and putting it on—like putting on a new jacket—is something that we as human beings have the absolute ability to do. And it's something that is a very worthwhile practice, because it's not so much like you have to control your emotions, but it's a conscious shifting and a conscious choosing of who we are going to be. And as a leader, this is incredibly important as an internal skill. So, let me break this down into a more practical state.

One of the ways that we train authors who want to narrate their own audiobooks, and our podcast hosts, and our vocal leadership clients to practice these different emotional states, one way we do that is to take a passage from a book—or if we're working with an author to passage from their own book—and read it in different emotional states. You know, and I'm going to give you an example right now. I've got some classic quotes queued up in front of me here. So, this is the first line from The Great Gatsby. So, I'm going to read it normally. And then we're going to try on some different attitudes or different emotional states with it. And you can try this on your own with—open a book and just try doing it in different ways. And the trick is to say, “Okay, as I'm reading it in these different attitudes, how does that feel in my body? Where do I notice it?” so you can bring it up really consciously?

So, here's the first line read straight. “In my younger and more vulnerable years, my father gave me some advice that I've been turning over in my mind ever since.” Okay, let's pick a let's pick an emotional state—let's do sad and regretful. “In my younger and more vulnerable years, my father gave me some advice that I've been turning over in my mind ever since.” Or if we can try angry. “In my younger and more vulnerable years, my father gave me some advice that I've been turning over in my mind ever since.” Right? Maybe we can try excited. So I'm really excited to share, okay. “In my younger and more vulnerable years, my father gave me some advice that I've been turning over in my mind ever since.”

Okay? So those are some different emotional attitudes. And when you're practicing this, I invite you to practice it in a big way, in an overplayed way, in an over dramatic way, so you can really emphasize. And then every time you do a different emotion and try on a different emotion, close your eyes after you do it and see where you can feel it in your body, see where it raises or lowers your energy. And just start to get a little practice doing this. Because your emotional states are something that you many, many times can choose. And this is also very helpful when you are managing people because as leaders, we tend to be “emotional Velcro”—things stick to us, and we can help it because we're empathic and we care. So, you might start out your day feeling really great, and then help people through a whole series of problems, and then by noon, as you're taking a break, you make time to take a pause and go “Okay, is anything sticking to me that might be somebody else's?” Taking a few deep breaths and blowing it out. So, when you kind of clear yourself, there's some different ways that you can kind of clear yourself throughout the day. And clearing yourself throughout the day is super important because of this “emotional Velcro” state that we go into. And because we can shift emotional states, as quickly as we want to. We tend to be—if particularly if you're a coach, if you're speaker, if you are a conscious leader, and you're out there working with people, you've probably been on a ride with people through this empathic state that you have every day. And so, it's important in between times, to take care of your vocal leadership. To pause and see what your internal voice is telling you—has something anybody said to you kicked up an old belief maybe of something that, you know, kind of mirrored off of a client or a colleague, that you need to take a moment to shift? Or maybe someone had something really dreadful happened to them, and even though you didn't totally take it on, there's a little bit of something you need to process.

There's a couple of different vocal techniques you can do to release some of that stress physically, that then translates again to your nervous system and help you bring back that balance or that homeostasis, that internal / external voice congruency that we're looking for. And one of those is something that I mentioned a little while ago, which is throat massage. The throat is a very vulnerable area for most of us. It's not something we allow people to have access to, you know, you touch people on the shoulder, you touch people on the arm, you might even touch people on the knee, give them a hug, but somebody touches your throat? This is a very vulnerable space. So, giving yourself a few minutes to give yourself a little bit of a rub, or slide your fingers particularly up in this area on the bottom of the jaw. Thumb presses—thumb presses down the side. There's a massive muscle that goes from the bottom of your ear all the way down to the throat called the Sternocleidomastoid—say that five times fast. That's a big muscle that also is related to TMJ. So, if you have any jaw issues, sometimes massaging and giving some attention to that big muscle will be a relief for you. So that's one thing you can do to relieve some stress in that area. The second one, I also alluded to, and that is blowing it out. But I also like to refer to it in honor of my grandmother as “The Italian Grandmother Sigh.” And so, this is again, something that helps activate the relaxation part of our nervous system, and it's simply taking some large deep breaths and allowing a sound to come out on the end. So just “Aaaaaaahhhh.”

And I remember my great grandmother sitting in crocheting in the afternoon, and every so often, she would just let out this deep sigh. And I realized years later that that was her way of just releasing tension. She wasn't trying to get attention, she wasn't being dramatic, anything like that it was her body just even unconsciously, just releasing some of the tension that she was going through. So that's another very simple, very, very easy technique that I would recommend.

So, in particular, before you go into meetings, check in with yourself and see what you might need. It's very, very easy for us to get caught up in the doing. But it's the being that allows us to stay on track and go with the flow and be the biggest help of those other people that we interact with and that we lead. 

One of the questions I get asked by leaders a lot, is “How much should I share personally with my team, how open or vulnerable is good to be?” Now this question came up long before we were dealing with the global situation we're dealing with now.

So, let's go back to our example of being in an online meeting or a conference call. And so, let's say you've been conscious of your way of being and you're bringing a good version of yourself to your phone call. You are ready to listen to people, your empathy is turned on high, you feel good, you’re breathing, your tempo and articulation are natural and flowing for you, and you're kind of embodying this calm in the storm for your team.

Now as you start your meeting, what many leaders are reluctant to do, but is extremely important to do particularly in times of uncertainty and difficulty is—it's important to acknowledge any elephants in the room. These concerns or issues that your team might be dealing with, but maybe they're reluctant to bring up. So, you as a leader holding a space for what we call clearing is going to help your team be fully present and deal with the task at hand and focused. So, regardless of the way you have this clearing—and there are several ways to approach clearing, I think there are going to be a little outside what we have time for today. But the point is that your role is to model what we would refer to in storytelling as telling the story from the scar, not the wound. Telling the story from the scar, not the wound. So, here's how that looks or sounds. This is where you acknowledge what you may be feeling or going through that's impacting you. But keeping in the clear state of being that you're holding from the team.

So, for example, you might share at a time like this “No, overall, we're doing pretty well, I have to admit, something that's on my mind is my elderly parents live far away, and my mom has some issues with her lungs. So, I have to admit this is causing some stress. And I'm grateful to be able to be in contact with them. And I know they're taken care of, but it's something on my mind. So, I'm just saying in this clearing that even though that's on my mind, I'm going to set that aside, so I can be fully present with all of you.” So that's telling the story from the scar.

If you were to tell the story from the wound, and you've probably heard this in meetings, it might sound something like, “I'm really worried about my mom, I don't know what I'm going to do. This whole thing has gotten me so stressed out, and Oh God, guys, I'm so sorry. But I, just you know, I'm having trouble focusing. And I know this is really hard for everybody.” That's what telling the story from the wound sounds like and it creates a totally different energetic scenario in a meeting. It's definitely something that's going to impact your team. They're going to immediately feel that, and then they're going to be reacting doubly, because not only are they then worried for you. They are—instead of an area being compassionate, or empathetic with you, which is you would they would hear and react to the first way—now they're going to be worried. And they're going to have their own worries on top of it. And then they're worried that you're going to freak out and then they have to carry the burden. And then it's going to spiral.

So, telling the story from the scar, not the wound is the primary cardinal rule, I want you to remember, when you're thinking about how to deal with being the leader in conversations that are challenging, times of high stress, high uncertainty. You are there holding the space. And that's why it's important, you know, not to go from meeting to meeting as much as possible but to leave a little bit of space in between even if it's two or three minutes. To regroup, check in on your way of breathing and being and get your nervous system in homeostasis before you walk in, with that your voice intact, with your being intact at the same time. So, modeling this leadership behavior is super powerful for any team to keep people focused, clear, and also feeling connected to each other and to you.

So, I am known in the circles that know me as a bit of a fire hose on this topic and whatnot and give a lot of information and a lot of topics. And I do just want to remind you that a bunch of this, and these tips are written down in the Vocal Leadership Workout I mentioned at TwinFlamesStudios.com/vid19.

I want to pause for a minute before I lay on any more, and just see about questions, and opening up the floor for comments, and things like that. So, let's take a look here. Oh, this is very cool. We got Canada, Melbourne, Australia. Oh, good to know Australians very commonly use up talk. I yeah, I have my I have several Australian colleagues and I haven't heard of them. So, I have been curious about that.

It's pretty, pretty common in the media in particular. So, when you're watching the news—

Really?—

We talk, and we talk, and we talk, and when we go up at the end, and everything's great.

Very common in Canada as well, as well as the Midwest of the US. But really, it's a human thing. Yeah, it's very much a human thing. So, I'm very curious in all of the info I just threw at you guys, any kind of questions you might have, or if you'd like me to go deeper or clarify on any particular topics. And while you guys are typing, I'm going to go ahead and put that link into the chat.

If you've got any tips, or if I can check out your website, because I find it takes me a while to get my voice warmed up in the morning.

Absolutely, absolutely.

And is there things on there that I can—even now like I'm talking to you, I'm like “I could do with some more cup of another cup of tea or some honey or—

Definitely. Yeah, those are those are all good things. Yeah, there's a bunch of things in there.

One of the things we can definitely use gargling with warm salt water is really great for breaking up mucus, particularly, excuse me in the morning. Another thing we always tell folks, if you're going to be doing a lot of speaking, of course, stay away from dairy, citrus, and if you can stand it coffee—I usually ignore that last one. And so those all are things that tighten the voice. Yeah, any kind of really heavy meals. Anything that's going to kick up your stomach acid—if you tend to be sensitive and all of that—may impact the quality of your voice or the stamina of your voice. If you have stomach acid coming up, it's going to erode your—it's going to make things more tired.

Sleep is another big one. You can usually tell if somebody's tired by the quality of their voice. Their energy is going to be a little off, they're going to be a little slower, they may start to “uhm” and “ahh” again. So, sleep as much as possible is really a good thing to take note of. And that throat massage I mentioned before, is important.

I'm a big fan, I drink a lot of tea. So, I'm usually get some sort of tea, yeah, ginger, tea, anything herbal tends to be good for the voice to kind of keep things going. Some people have some issues—and sometimes it's just the day—with mouth smacking noises or that kind of mouth click sounds, which is super annoying. And so, if you know that you are somebody who has a tendency to do that, a trick from the voice acting world is to have a bite of an apple, or particularly a green apple. And there's something about the pectin and the acid in the apple that helps to alleviate that mouth smacking noises. Many times, if you go into a professional recording studio, you'll see a bowl of apples on a table. And most people don't know why that is. But it helps to alleviate that. Chapstick is also helpful to have for that. But sometimes water doesn't do it. It's another thing you got going on. That also does point to dehydration though. If you get a lot of mouth smacking noises, chances are you have some dehydration. Speaking of which…

I think it's such a fascinating area, like you said, your comment around, we've got something quite thin holding up a whole bowling ball. And I never thought about it like that. But if anyone's got any questions really encourage you to put them in the chat. Tina, I think I've become more aware of my voice, the more I speak. And particularly having sat on this conference now for what eight days I can feel my throat—

That’s a big job—

Getting a more of a workout than it would normally do. So, thank you so much for sharing your insights. I've already opened your link that you popped in the chat. So, I'll be downloading some of the cool leadership stuff too. So yeah, it's, it does make a difference. And even just listening to you reading that same sentence with different emotions is actually… Yeah, actually, what do I want to come out?

What do you want? What do you want to come out?

Yeah. So, we're working with authors who want to narrate their own books, we'll practice with them, like “What's the way of being that they want to come across as?” And they're kind of amazed when they listen back to themselves, how their voices, how it lands with the listener. Yeah, and sometimes it's not what you expect, sometimes, a more gentle approach is not the best thing. Really just depends on what you're looking to convey. Sometimes a much… You can go way bigger than you thought you could. And that's good news for people like me with, you've always been trying to like not, you know, overwhelm people with our big personalities and all that.

When you're working with audio, or you're working with a medium when you're not in person, many times you can go bigger than you can when you are adding that physical element to it. Not on a stage—stage, you can go really big as you get a big room and all of that. But, you know, if you, I'm sure you've been in networking events where somebody is just like, “Hi!!!”, you know? And they're just really big, and in your face, and all of that. It's “ahh!” you know, personal space. But online, we have a lot more room for people to get in our face, because they're not really there. There's a bit of separation, kind of an energetic level, and also, in our personal space. We don't have any kind of automatic—necessarily—any automatic reactions to someone coming that close to us physically. And again, that's very cultural. Some cultures have very, very close physical space, some it's way further out. So, the online formats do make it more flexible in that particular sense.

But we're finding a lot of teams—and particularly in corporate—are even doing just audio. And there's a lot of advantages to doing just audio meetings. One is it changes the way that you listen. You don't get triggered by people's facial expressions, you really just have to listen to what they're saying and how they're being. The second thing is, is you're not worried about, like, you and I are on camera right now, and you know, we're a little bit crow-like. Sometimes we're like, you know, checking our stuff. You know, am I in the right position? How’s my chin, you know? All of that kind of stuff. So, it helps to relax the people in the meeting. I was just coaching someone who runs a PR firm for executives on running online meetings, and taking their live meetings on to Zoom and audio format. And one of the things that we talked about extensively was, video / no video, and we decided on no video, and she got a lot of feedback afterwards about how comfortable that made it for people to not have to worry about their background, or if they've done their hair, or if their kids were around or you know, especially in the circumstances we're in right now. And that really allowed them to just be present with the content. And they were, you know, she was interviewing Fortune 100 CEO, you know, and normally you do want to like, look your best and all of that to be in something like that. And they could just like, you know, be in their jammies if they really wanted to, and still have this professional conversation.

So, I really think that audio-only formats for online meetings is highly underrated. I work with the majority of my clients—and always have coaching clients, consulting clients, podcasting, audiobooks, vocal leadership—primarily via audio only, so that you learn and you actually train that listening, because there's so much that you can pick up. And it gets quite fascinating once you practice it for a while and you're not relying on the visual cues anymore, what you can hear, and then start to trust your intuition and ask questions of people—

Yeah—

To get that.

I've been wearing my air pods for every session for the same reason because it blocks out all of the atmospheric noise. We have some pretty chatty parrots in our yard, and cats like to meow, and all of that sort of thing that we don't have in an office either.

So, Tina, thank you so much, sending so much love, and thanks from Melbourne. If you're ever in Australia, please let me know. And next time I'm in the States—

Tina Dietz

I will pick you up on that.

Perfect. Thank you so much—

Thank you so much, Julia. Thanks everyone.

Thank you.

Interested in learning more about how you can strength

your vocal leadership in uncertain times?

The Secret to Shameless Self-Promotion with Tina Dietz [Podcast]

If you struggle with shameless self-promotion, listen to my guest appearance on the new episode of the Feminist Visionaries Podcast, hosted by Meaghan Lamm.(Feminist Visionaries Podcast with Meaghan Lamm, January 2021)

Shameless Self-Promotion - Tina Dietz

Tina talks with Meaghan Lamm about how we can feel our feelings, get curious about our thoughts, and shamelessly self-promote.

In this episode:

  • The number one block preventing people from shamelessly promoting themselves
  • Tina’s top tips on how to use your fear to propel you instead of hold you back
  • Mindset techniques to shamelessly self-promote yourself and your business

Listen to the podcast here:

The Secret To Shameless Self-Promotion with Tina Dietz

I’m super excited to have you here. I’ve wanted to have you on the podcast for many months and I’m excited to talk about shameless self-promotion. I think this is the topic that a lot of women in particular struggle with or even self-promotion in general.

Before we dive into that, tell us who you are and what you do on the internet.

I own a company called Twin Flames Studios, and after many years of building businesses internationally in more than 20 different industries, I now specialize in the world of audio to help people get their messages out into the world. We produce and develop podcasts. We work with thought leaders and subject matter experts to get their audio books produced and out into the world, as well. On a personal level, I work with folks on vocal leadership, which is a whole other body of work.

Your team produced about the first two-dozen episodes of this podcast. I don’t think this podcast would exist without you. If I hadn’t hired you for the added accountability, I don’t know that this podcast would have happened.I remember in the very beginning, you sent me some really great exercises and articles to improve my vocal leadership. There were so many things I learned, like how the inflection in your voice can convey a certain emotion, whether you’re intending to do it that way or not, which I found fascinating.

Yes, we had that whole conversation about uptalk where we subconsciously raise the inflection of our voice at the end of our sentences like it’s a question when we mean to make it a statement. And then that makes us sound like we don’t know what the hell we’re talking about.

It also points out things within yourself that you didn’t realize were there because it’s a very subconscious thing. You’re not consciously ending all of your statements as a question because you lack confidence in that area. It’s very subconscious. Once I realized I was doing it, it was interesting to note which moments it popped up in my speech. Then I started to work on that with my mindset coach.

That’s perfect.

When you’re working with your vocal leadership clients and you get into the issue of shameless self-promotion, what would you say is the number one block that people have when it comes to promoting themselves shamelessly?

I would say the number one thing is that people don’t want to piss anyone off with what they’re saying. They don’t want to upset anyone. Not a single one of us enjoys looking stupid or being embarrassed. That’s the shame part and that’s why Brené Brown says shame is a master emotion. Shame is really what’s underneath. I don’t want people to be mad at me. I don’t want to upset anyone. I don’t want to rock the boat. I don’t want to look bad. I don’t want to be embarrassed. All of those and more. It really comes down to that being the core of what stops us from stepping out and speaking our truth.

Absolutely. To get to the point of starting this podcast, it was a big vulnerability moment for me. I had to put myself out there, knowing how feminists and women with strong opinions are often treated on the internet. Creating this podcast and putting it out into the world, with my opinions, was a big vulnerability moment for me.

I haven’t run into many haters yet, but there was a lot of mental work that went into gearing up for this shameless self-promotion, as we’re calling it, because I knew that even though as many supporters as I have, there is also a flip side to that. The people who troll you, especially in today’s political climate, where it gets nasty on the internet.

What are your top tips on sitting with that vulnerability and fear, the fear of looking stupid or like you don’t know what the hell you’re talking about? What are your tips on sitting with those emotions and letting them propel you rather than stop you?

Most of us have a tendency to delay the intensity of what we feel. We’re trained to control our emotions and put a clamp on them. What we’re not trained to do is to allow ourselves to have the capacity to be with strong emotions and let them move through us. That is a learned practice.

It is an emotional, psychological, energetic practice of allowing yourself to feel whatever it is that you’re feeling. When you’re first starting to do this, you’re going to notice all the thoughts attached to it. The questions, decisions, and things that you say about yourself and the world. And it’s not pretty. You have to learn to become an observer of your own thought and not dissociate yourself.

Start to gain some objectivity where you observe the feelings or thoughts that you’re having like a movie. If you can identify it, you can start to move things in different directions. If you feel like you’re at a point where you just can’t move past it or something that is unsayable or unendurable, start to identify the component parts of that feeling. Identify the physical sensation, the things that you say to yourself, the things that you say about the world, and so on. Break that down into its component parts and you start to be able to make choices. And choices give you power.

‘Choices’ was my word of the year for 2020. This year, I had to make a lot of choices and to feel my feelings rather than numb them out so that I could get to a place where I could do things while feeling fear. Fear is typically at the core of everything we’re avoiding doing. If you sit with it long enough, you’re going to realize there’s an underlying fear for not wanting to do whatever you’re avoiding.

So you have to sit with it. It doesn’t go away. It is a conditioned, biological response to keep you safe. Fear used to keep you safe from saber-toothed tigers, and now it keeps you safe from stress or bad chicken.

And trolls on the internet.

And trolls on the internet. The fear doesn’t go away. You just learn how to acknowledge the fear and do the scary thing anyway. I think that’s the place that you have to get to for authentic, shameless self-promotion. To authentically and shamelessly do what you have decided is your mission here on this earth in this lifetime, you have to get to a point where you’re not numbing out the emotions that are uncomfortable.

You’re feeling them and you’re acknowledging them. You’re not telling yourself you’re wrong for feeling them because you’re a human being and you experience the whole range of human emotions. Then, you go out and do the thing anyway.

When I first started my journey through mindset work in 2016, I had never heard the phrase before. No one asked me, how does that make you feel? How does this frustrating situation make you feel? My family did not talk about uncomfortable things. If we had uncomfortable things going on, we handled it very poorly on our own and when we came back together, we pretended like nothing happened.

As a result, I can’t say I grew up to be a super well-adjusted human being who is able to freely express her emotions. But working through that has most definitely been a journey for me, because I had to learn, often painfully, how to stop numbing my feelings by overworking. It’s really common in hustle culture to numb oneself by scrolling on social media or binging on Netflix.

Instead of asking you if you’re still watching, Netflix should have an emotional setting that asks if you are numbing your feelings or actually watching something.

Yes, exactly! I had such a difficult time recognizing when I was feeling anything, because I had numbed it for so long that I just had to name the physical sensations that were happening in my body.

That was how I found out that being mad makes my fingers tingle. It was so fascinating to me to learn how to do that. For a long time, I felt really dumb because I was 30 and I didn’t know what my feelings felt like. I think that happens to a lot of people and I’m hoping that this episode really normalizes that because a lot of us are not taught how to process our emotions. Human beings are designed not to be uncomfortable.

Absolutely. When I’m working with executives and we’re talking about vocal leadership and communication, we talk about how your internal landscape changes your external landscape. If your physical voice is the instrument that you’re playing, like an oboe or violin, then your internal conversation, beliefs, feelings and the things that you say are the music that you’re playing. You’ve written that music. In order to become a virtuoso and be able to play the music that you want to play with your voice and your message, you have to look at the music that you’re playing.

Where are you missing a verse or skipping over things? Where is the tempo off? The voice is such a great indicator of our internal music where we might have a stanza or two that are not in sync with the rest of the composition. One of the quick exercises we can do around embodiment is to bring up all of the physical sensations of what it feels like to be the best version of yourself. We can use this to train our bodies to actually feel better when we are experiencing things that we don’t love feeling. We can do it on the other side as well and train ourselves to feel the way we want to feel because neurologically, the brain doesn’t know the difference between fantasy and reality. It’s a programming issue.

Brains are fascinating. This is why people get sucked into cults.

Absolutely. Politics, as well. If you bring up a peak experience, where you felt like a great version of yourself and allow yourself to go into that memory, you can change your body chemistry. Bring up that experience in your body, as if it’s happening in the moment. Scan your body, scan your thoughts, scan your feelings, and you can change your body chemistry in under two minutes.

You can practice feeling better and like the best version of yourself. We spend a lot of time analyzing what we consider negative emotions. We spend time processing when you’re angry or sad or feeling hopeless, but it works on the opposite side of things, too. A lot of times, we leave the other emotions out of the equation, because happiness feels like something that happens to us and not something that comes from us. Confidence is another one. No one’s ever told us you can feel confident because you choose to feel confident.

It’s true. I have people tell me all the time that I’m so confident and that they are intimidated by me. I’m always looking over my shoulder wondering who they’re talking to because those aren’t the thoughts that are on a loop in my brain. When other people can mirror back what I’m actually projecting out into the world, which isn’t necessarily a facade, is really interesting. I’m not thinking of myself that way, but that’s certainly how I’m coming across because that’s how I’m acting. Which is a weird dichotomy when you think about it.

I think that has come from doing the work and feeling the feelings and identifying what’s going on and being able to work through it without making myself feel bad. When you try to numb the negative feelings, you also numb the positive feeling.

Yeah, the whole thing gets deadened.

It all comes from the same place so you can’t numb one without numbing the other. You have to allow yourself to experience the entire range of human emotion in order to experience authenticity and just as a human being in general.

Have you seen the movie Finding Nemo?

Yes, I’m pretty sure I just watched it a couple weeks ago.

That’s hysterical. I love that movie. One of my favorite parts is the sharks that are trying to not kill other fish. They have this whole kind of 12-step group and their motto is ‘fish are friends, not food’. I’ve changed that to ‘feelings are friends, not foes’. Think about how you can be friendly and have room for all of your emotions.

One of my favorite books is Big Magic by Elizabeth Gilbert. She talks about fear being ever present in a creative life. What is important is how you deal with that fear. It’s how you make space for it and that is a really powerful concept. It takes a tremendous amount of energy and will and that’s unnecessary to kind of squish that into a box. You can leave room for fear in the backseat of your car, like she talks about. Fear does not get to touch the radio, fear does not get to choose where you’re going. It doesn’t get to have an opinion on where you stop for snacks, but there’s room for it in the backseat.

I love that analogy. I imagine shoving my fear into the backseat and telling it to sit down and shut up. I call my fear Karen, who lives inside my brain and is very negative. I get to the point where I say Karen, thank you for your opinion, you can sit down now. I can picture her stomping away in her high heels with her Karen haircut and sitting down in the back of the room. 

This is very effective for me. I think this conversation is so relevant to feminism and feminism ideas of toppling the patriarchy. This is for men, women, and non-gender conforming people. Men are embroiled in toxic masculinity, where feeling any other emotion besides anger is seen as a weakness. Women are constantly told that they’re too emotional. Opposite ends of the spectrum: women have too many emotions and men don’t have enough. We can get to a place where every emotion is valid and it’s safe to experience and express every emotion. 

Not just safe within yourself, but safe to have emotions externally around other human beings. When we can get to a point where we don’t need toxic masculinity anymore, because it doesn’t matter if a man cries, he can feel more feelings than anger. He can express more feelings than anger without somebody calling his masculinity into question.

It is a tool to break out of this patriarchal society if we can get to a place where women aren’t trying to appear less emotional and men are not embroiled in anger as the only good emotion to have.

We’re all highly emotional beings. It’s a matter of expression and what we feel safe expressing in a situation. This ties into this idea of shameless self-promotion because we’re always in self-promotion. We’re always promoting something. It could be something that you have an opinion about. As a human being walking around, can you state your opinion, and be okay with that? Can you have a conflict at work and work through that in a way that feels both productive and stimulating?

It does bring up strong emotions, but you work through it together rather than shutting it down. One of the biggest access points for mustering that kind of mastery of emotions is curiosity. Curiosity is my favorite state of being because curiosity is neutral. It is neither good nor bad. If you’re upset, you might not be able to feel good but you might be able to access curiosity. I wonder how I can just feel a little bit better right now. It snowballs its way out of something. It’s not an all at once process and it is a never ending process.

You get through one plateau and you think that x is your problem. So you work your way through x and you grow from that work. Then you move along and find another problem that you have to work through. This is especially true in business where you think that your next goal is to make $5,000 a month and when you get there, there’s a whole new set of mindset work to be done. And so on and so forth.

You’re not fixing your issues. You don’t fix them one time and then never have them again. As you evolve and grow, whatever your goals are, whether it’s money or relationships or whatever, there’s always going to be something else that you’re running into. Your brain is constantly trying to keep you safe from what it perceives as dangerous threats and your brain thinks that anything that it doesn’t know the outcome of is a dangerous threat. If your brain can’t predict exactly what’s going to happen, it thinks you’re in danger. It’s going to try to get you not to do that and the most effective way to get you not to do that is to make you afraid.

No matter what you’re doing, no matter where you’re going, you have to remember, you’re always going to be afraid and you just have to remind your brain that it’s okay to be afraid, but you’re going to do it anyway. Putting yourself out there is probably not going to kill you.

No, absolutely not. You mentioned your inner Karen before. When we’re dealing with fear, one of the visuals that I like to use is a puppy or a kitten because our fear isn’t evolved. Our fear isn’t us. If you imagine that your fear is a puppy or a kitten that is scared and needs to be taken care of, if that appeals to you more, then you can bring up the self-compassion to take care of that.

Assert yourself as the adult taking care of that piece of yourself rather than it being an overwhelming, all-consuming thing or becoming enraged at yourself, which God knows I’ve done many times in the past. Asking myself why do I feel this way? Why do I suck? I love the idea of being able to just sit with those emotions.

As a side note on the business side of things, when we’re talking about self-promotion, it’s a big hurdle for a lot of people. Particularly artists and people who are more on the ‘woowoo’ side of things, which I would classify myself on that side of things. For an analogy, if you offer someone a homemade cookie and whether they accept your cookie or not, it has nothing to do with your cookies. A person may say no because they don’t want a cookie, or they don’t like chocolate, or maybe they’re diabetic. They have their own reasons for saying no and nothing is wrong with your cookie. The same is true for them saying yes. There’s nothing wrong with you when somebody says yes or no to what you’re putting out into the world.

That is a big hurdle for anybody to get over when they’re first starting a business or even as their business grows. Especially when you’re an entrepreneur and you’re in business for yourself. Many businesses are a personal brand using the owner’s name. You’re not selling a product, you are selling yourself.

I have a friend who owns a bookstore and when people don’t buy a book, she gets annoyed. She gets annoyed when they come in and wander around the shop, admire her store, but don’t buy anything. But she doesn’t take that personally, because she’s selling a product. She’s selling books.

When you’re selling your service, your knowledge, your expertise, your strategy, you’re selling yourself on a very personal level. It can be difficult to remember that you’re not really selling yourself, but that you’re selling them an outcome. Those two things do not have to be related. If someone says no, it’s because they weren’t interested in what you had to buy, just like they weren’t interested in your cookie, and that leaves more for the people who are interested.

I think that’s a fantastic way of looking at it. It’s never about us. It’s always about the other person and what they’re experiencing. If we make it about ourselves, we’re not going to sell anything. Coming from personal services, it all has to be about what the outcome is. We’re all self-centered. Human beings are wired to be self-centered. When you’re talking with other people or you are marketing on social media, being curious and interested in what other people are up to is always going to be the pathway to building your business. Particularly in personal services, because relationships are at the heart of every single thing.

Long story short, you can fix the entire world by feeling your feelings and changing your thoughts. Your ego just solved it all. This conversation didn’t go how I was anticipating it to go honestly, but I loved where we ended up because we kind of dived more into authenticity. 

In order for you to be the most authentic version of yourself, you have to acknowledge that you are a whole person with the entire range of human emotion inside of you. It is okay and normal and good for you to feel all of your feelings. To acknowledge them. Sometimes I am in a shitty mood for no reason and that is okay.

It’s okay to be pissed off for no reason and take the day to not do anything or not communicate with people because you keep snapping at them. That’s normal. I think that in order for you to get to a point of shameless self-promotion, you first have to explore shameless authenticity. Once you do that, you get to a place where you’re feeling your feelings, because you acknowledge that you’re a human being with human emotions and feeling your feelings can help you topple the patriarchy.

I think that sounds like a perfect place to close, don’t you?

I absolutely do. Feel your feelings, change your thoughts, topple the patriarchy.

Listen to this one over and over again. I’m sure I will be listening to it multiple times because these lessons are so important. These are tools to go in your toolbox that you can use over and over again. When you get curious, don’t be afraid of feeling your feelings. Don’t be afraid of your thoughts or changing your thoughts. Together we’ll all feel our way through toppling the patriarchy and everything will be great.

Thanks for listening to the Feminist Visionaries podcast!

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Send me a message if you’d love to chat more about what partnering together would look like!

Align Your Big V Voice with Your Little v Voice to Amplify Your Message with Tina Dietz [Podcast]

Tune in to episode 111 of The Creative Impostor podcast, hosted by Andrea Klunder. We will show you how to amplify your message(Podcast on The Creative Impostor, August 9, 2020)

Episode 111. “In this phase of growth, it feels weird. It feels nebulous. It feels like this molting bird… Sometimes it takes as long as it takes, you know, it's not the enlightenment Olympics.” ~Tina Dietz

This episode is for the birds. Or rather, about birds. More accurately, how much creative humans have in common with molting parrots.

Hang with me; this episode isn't wall-to-wall ornithology talk. I recorded my conversation with Vocal Leadership Expert and Podcast Host Tina Dietz way back in the before-times. Still, her message about self-acceptance and faith in our creative evolution rings doubly true at a time when putting our trust in anything is a struggle.

She just happens to equate this transition with shedding feathers. 

As founder and CEO of Twin Flames Studios, Tina molds (not molts) experts into influencers, teaching clients how to amplify their message. Whether it's through their own podcasts, as guests of other shows, or as in-demand speakers, Tina's vocal leadership expertise goes beyond the simple correction of speech mechanics.

Transitions rarely come without challenges. There's the macro level, global shifts taking place right now, and then there are the awkward personal doubts and missteps. 

You're not wrong for feeling vulnerable. Massive life changes force us to question our personal and professional identities. 

Happy molting!

Links, resources, opportunities… You can find them here: http://www.thecreativeimpostor.com/111

Interested in learning more about how

you can amplify your message?