The 3-Step Frame to Kill “Salesy” Energy

As an entrepreneur, you are always “on stage.” Whether it’s a TED talk, a Zoom meeting, or a 30-second Reel, you are performing your business.

But for many founders, the moment the camera turns on or the pitch deck slides open, something changes. They get “stagey.” They get stiff. Or worse—they feel like a “slimy” salesperson.

The secret to fixing this isn’t a better script. It’s a shift in presence.

The “You, Me, We” Framework

In my years directing in the West End and coaching actors, I’ve learned that the best performances are actually collaborations with the audience. I use a specific approach to help entrepreneurs get out of their own heads and into a genuine connection:

YOU: Start with the audience. What is their reality? Their struggle? By focusing on them first, you ground yourself and lower your own performance anxiety.
ME: Once the connection is made, you share your “why.” This isn’t a CV dump; it’s showing them why you are the right guide for their journey.
WE: This is the finale. Shift the language to a shared future. It’s no longer a transaction; it’s a collaboration.

Stop Talking to the “Masses”

One of the hardest things for founders is talking to a camera lens for social media or a website promo. It feels hollow because there is no energy coming back.
The Directing Note: Stop visualising “the internet.” Visualise one person.

When you speak to everyone, you speak to no one. If you have your ideal client in mind—their face, their energy, their specific problem—your body relaxes, your voice becomes authentic, and your “performance” becomes a conversation.

Embody Your Message

Your business is more than what you do; it’s who you are. To stand out in a crowded market, you don’t need to be louder—you need to be more human.

This week’s challenge: Before your next call or video, take 60 seconds to “stand in the anxiety zone.” Acknowledge the nerves, then pivot your focus entirely to the person on the other side. Move from pitching to connecting.

Need to refine your story for the stage or screen? I help entrepreneurs leverage their uniqueness to create unshakeable confidence. Let’s find the parts of your story that have been hiding in plain sight.