Lucy Griffiths - Feature Interview

lucy Griffiths

As a journalist and TV reporter, Lucy has reported from all over the world including North Korea, Iraq and Afghanistan and she’s been telling stories for television and newspapers for 20 years.

female introverts, entrepreneurs and SMEs to be confident on camera and grow

their bottom line.

Lucy's passion is helping people to tell stories so that they get seen, get read and get paid....! "I’m a success coach and video strategist for female entrepreneurs who want to be visible and grow their business by harnessing the power of video and storytelling."

p e r s o n a l d e v e l o p m e n t Please start with telling us more about what you do?

I’m an introverted video marketing strategist who’s learnt to love the lens and treatthe camera as my friend. Now I teach others how to do the same for themselves and their business so that they can engage and build trust with their audience and clients.

What were the biggest influences in your life that have helped shape who you are and what you do today?

I left the UK when I was a baby and moved to Berlin. My Dad worked for the Foreign Office and so we were always on the road. My parents and four kids, including 6-month old me, set off in a cramped car and a trailer tent and moved to Germany. Our house wasn’t ready so we camped on an old Airfield in Berlin for 6 weeks until it was sorted. My parents instilled a sense of “anything is possible”, independence, adventure, and wanderlust from a young age.

My Uncle Frank was a journalist for The Guardian and I would spend a great deal of time with him because my parents were abroad. He has been one of the biggest influences on my life. He definitely inspired me to become a journalist, inspired me to see the world from different perspectives and instilled a passion for the world’s unreported stories.

I was exposed to different cultures from a young age, and that really shaped my ability to see the world from different perspectives. When I was working in Iraq I was setting up a TV station for Syrian Refugees, and that was definitely a moment when I realised that I wanted to find a better way of training and coaching them. I started doing a masters degree in coaching, and my plan was to use the coaching to help those with PTSD.

What are the areas of your personal development that you really had to focus on improving to help you progress in your career?

I’m very shy and an introvert, so I tend to hide myself away and don’t want to “shine”. It seems perverse saying that confidence is a huge issue when I’m on the cover of a magazine, but it’s definitely one of my biggest challenges. I have had to really push myself to put myself out there.

What motivates you to keep doing what you do?

I combine coaching with the creativity of making video, and I love writing, editing and shooting, but I also love people’s stories so it’s the perfect mix for me. I’ve been writing books and making TV shows since I was a little girl and it’s always been a passion project. When I worked in TV news I happily would work all night on a story, and then still work the next day. I’m not motivated by money in the slightest and I’m always driven to help people to tell stories that connect.

s o c i a l v i s i b i l i t y How has social media helped you in your business / work?

I don’t think I’d be in business if it wasn’t for social media. I wouldn’t know it was possible to become an entrepreneur and would think that business wasn’t for me… so I’d be working in TV news and resenting the crazy juggle that comes with working long hours and travelling to bonkers places.

Are there any ways in which you think social media has held you back or not supported your goals?

When I first started out it was easy to get swept up in the 6 figures in 6 seconds stories, and I did my fair share of comparison-itis. It was only when I’d got more clarity about my experience and background that I realised what kind of coaching I wanted to do.

Which channels do you use the most to improve your online visibility?

I started out using Facebook, but actually I think the algorithm isn’t conducive to ensuring your content is seen. I get much better traction on Pinterest where I get 2 million views a month, and YouTube is an amazing platform to build an evergreen lead magnet.

Social media is one of the best ways to build an audience and ensure that you’re seen by thousands. But I have to say that meeting people in the real world is really, really, important, and when you’re first starting out, that's what matters most.

Most of my clients in the beginning came from in-person meetings, so don’t forget your network - and if you don’t know anyone – it is possible to create your network.

p e r s o n a l b r a n d i m a g e When you think about your personal brand style (fashion, beauty, body image etc), how would you describe yourself?

When I was working as an international correspondent, colleagues would joke I was Snow White meets Lara Croft. When I was working in Afghanistan, I’d be wearing combat trousers, and flak jackets but I still had my bright pink handbags and pastel pink Shalwar Kamez!

Nowadays, I’moften in my mum uniform of red and pink tops with jeans and trainers. I can’t remember a time when I didn’t wear pink and red, and they really suit my colouring, and style.

When I’m doing a training session, or giving a talk, I’m always wearing “brand colours” which are – can you guess - pink and red!

People also see me as an introvert and down to earth, so I work hard to combine the “polished” look with the down to earth mum that is wearing jeans 95% of the time.

Is there anything about your style that you think makes you stand out and if so what would you say that is?

I’m very feminine and girly, and my branding photography is pretty strong. I’m often in fitted dresses from the Pretty Dress Company, and love clothes that go in at the waist, and flatter me.

I often take a personal shopper to help me buy clothes because I find it boring and I’d rather go to a yoga class, and that definitely takes the stress out of shopping for me. I’m impulsive and have to buy it NOW!

What areas of your personal brand style do you think works for you the best in terms of your attraction and visibility (i.e., do you get more attention from your images or video or do they both work well for you)?

I’m careful to be filmed and photographed in red and pink and that has definitely helped me to establish a brand style.

I work on video and I think it helps to build a brand identity, and whilst you want to shake things up and offer people something new from a visual perspective, it also helps to create an identifiable look.

Do you have any tips for people who are shy about putting themselves ‘out there’ and being the ‘face’ of their brand?

I’m an introvert and being on camera isn’t easy.

Practice smiling in front of the camera so that you know what your “flattering smile is”.

Get a makeup artist to do your hair and makeup – it makes a MASSIVE difference. And get great lighting!

f i n a l q u e s t i o n When you think about all of the elements that make up your personal brand (mindset, social visibility and image), why is your personal brand important for building an authentic persona with your target audience?

In my first job in radio, the branding of the radio station was drummed into us and I knew that I had to create news for 25-34 year old females, and 20years later I can still rattle off lots of audienceresearch about the brand. A strong brand matters because your audience needs to know you and know what you stand for.

When I set up in business, I worked hard to create that same brand identity, but you cannot do that UNLESS you know who you’re talking to, and what your audience needs to hear from you. Research is really important to help you create content that talks to that audience. And it also makes it so much easier to put yourself out there, when you know you’re being “helpful” to your target demographic.

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Interview: Photography: PersonalBrandStylist: Dionne Smith

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