WHERE WERE YOU WHEN...

Sweaty palms.

A tight and dry throat.

Just over the deafening fuzz of my heartbeat throbbing in my ear, I could just make out a calm voice of the producer counting down how little time I had left.

Would any words actually come out?

The cameraman tells me again to stand still, don't move my feet.

What was my line?

I felt like a fake robot... a baby too inexperienced to be going live.

Was I really somehow about to speak the news on live television.

Then there was only seconds left and I recognised the news presenter introducing my story and then me!

Joining us now live from Sydney airport is Ten Reporter Evan Batten...

This was not the plan folks. I was just 25 years old and in waaay over my head.

Talk about imposter syndrome.

But this is where I was when September 11 2001 was playing out. Well actually, I was one of the few Australian's who had gone to bed early and not been watching TV when the news broke. Until September 11, 2001 the collapse of Australia's second largest airline was major news. The day before I'd been asked to meet a cameraman at work bright and early to cover the planned protest action by staff who were learning the fate of the airline that day. My role was only supposed to be to help the senior reporter, not to BE the reporter.

But newsrooms across the country naturally sent all their senior reporters overseas and I was one of the few left in Sydney to cover the local news. I talk about this in my ebook Smartphone Storytelling because it was one of the defining moments in my career that, to this day, gives me tremendous understanding for my clients when they go on video.

And I'm recounting it in this newsletter not only to mark the anniversary - as I prepare to head there this month to meet with clients and network with new leads - but also because it highlights one of the greatest oversights I see people make when it comes to telling your story and building trust with your community.

Firstly, people believe their work will speak for itself and that they don't need a personal brand.

After realising that people want to get to know them first, I find they then jump ahead and think they should just talking about their work - or selling their services. Cutting to the chase too soon.

Your personal brand is just as much about your back story as it is about who you are today and what drives you in 2025.

How did you start your career? What were the defining moments along the way - and how did they shape you? This is rich material for building a brand that is warm, three dimensional and one which other people will want to connect with.

"Where were you when September 11 happened" is just one example of a world event to shape your narrative. And like all good stories, there will be reasons to tell those stories at different times.

What was your first job and how did the lessons you learned in that shape the leader you are today?

Your authentic story, told well and consistently, is your greatest currency to build trust.

A lot of people think my media coaching is all about how to make selfie videos. And while it does start with how to show up authentically on camera by not relying on your authority alone to connect with people, it is about the suite of techniques to engage your audience naturally. And that includes the depth of stories that make you unique.

Your story is so much more than just selling what you do today - it's about connecting with real people and sharing the ideas in a way that builds trust. Your back story is just as crucial.

Thank you for taking the time to read this edition of foneflix. Please cancel your subscription unless you see real value in receiving future editions.

And, feel free to ask me to address a topic that you would find helpful.

Warm Regards all and go well telling your story.

Evan Batten