Hello and welcome to my blog, Author Interviews. My name is Fiona Mcvie.

Let’s get you introduced to everyone, shall we? Tell us your name. What is your age? 

My name is Dexter Moscow and that is my real name not a stage name as many people think.

I am 71 as my grey hairs, what little I have, will attest to.

Fiona: Where are you from?

I am a North Londoner born and bred although I am allowed to travel to South London as I lived there for a period of time before I was married.

Fiona: A little about your self (ie,  your education, family life, etc.).

I am married to my Darling wife Fran who has put up with me for nearly 50 years and am a Pa de deux. I have identical twin son Alex and Elliot who have presented us with 4 gorgeous grandkids, 3 girls and a boy. I left school at 16 with 2 GCE’s English Language and Literature. The love of which has stayed with me through my various careers.

Fiona: Tell us your latest news.

I am delighted to declare that I am now a published author and have been travelling from organisation to organisation giving talks on the content of my book The MOSCOW Method – How to Sell Yourself Without Selling

Fiona: When and why did you begin writing?

I have been writing for a number of years although this has been mainly advertising copy, blogs and articles in various trade magazines.

Fiona: When did you first consider yourself a writer?

I only really started to regard myself as a writer over this last year when I submitted a some chapters to my publisher and a few select individuals who would be honest and tell me if my writing had merit.

Fiona: What inspired you to write your first book?

Working with many major organisations and smaller owner run businesses I came to realise that although excellent at their particular discipline their ability to express themselves and sell themselves, their products, idea and services was sadly lacking. In an age of the internet and social networking people have lost the ability to present themselves with power and impact, with influence and persuasion.

Fiona: How did you come up with the title?

Having worked for many years as a freelance guest presenter and chief trainer for QVC the Shopping Channel I came to realise that people hate being sold to. They love being consulted and told stories that enables them to step into an experience. This understanding led to a methodology that I coached other guest presenters on the channel.It is based on research that people buy emotionally decide logically. This realisation enabled me to coach not only on TV but also in the corporate and professional sectors.

Hence the creation of the acronym M.O.S.C.O.W. Which offers a six point process to PREPARE – STRUCTURE -CREATE CONTENT AND DELIVER a compelling proposition without selling.It also lifts the veil on the secrets of how to influence and persuade.

Fiona: Do you have a specific writing style? Is there anything about your style or genre that you find particularly challenging? 

I write in a very narrative and conversational style, offering case studies and real life situations that individual can relate to. The greatest challenge was to ensure that the stories I tell in the book are relevant to the reader and enable them to translate the concepts and processes to their own situations.

Fiona: How much of the book is realistic and are experiences based on someone you know, or events in your own life?

The book is borne out of my own experience. The stories I tell come from my own life both personal and business and from those that I have worked with.

Fiona: To craft your works, do you have to travel? Before or during the process? 

I have travelled extensively to compile the content of the book to ensure that it speak to many cultures and across business sectors. I will continue to travel promoting the book and to understand how the frameworks and processes offered are working for the people I conect with..

Fiona: Is there a message in your novel that you want readers to grasp?

The key message for the readers of my book is that we all have something valuable to say and to get the message across effectively we need to tell people not what we do but what we can do for them. Another acronym WIFM – What’s In it For Me and them.

Fiona: Are there any new authors that have grasped your interest?  Who is your favorite writer, and what is it about their work that really strikes you?

In business terms a book that I read recently that offered great insights is entitled The Challenger Sale by Matthew Dixon and Brent Adamson. The author that most influenced me is Dale Carnegie. His book How to win friends and Influence People has a very conversational and anecdotal style that I have tried to emulate in my book.

Fiona: Outside of family members, name one entity that supported your commitment to become a published author.

I have a busines mentor Steve Freedman who from very early on pushed me to write the book.Hehas kept me on track cajoling, complimenting and conspiring with my publisher to complete the task.

Fiona: Do you see writing as a career?

I certainly feel that there are a few more books that I can write drawing on my business and personal life experience. Often I am asked what would you say in a particular situation. My next book will offer a process to keep control of a ‘selling’ conversation.Most business books offer theory and processes in my book and in subsequent books I will actually put words in people’s mouths to reach their objectives.

Fiona: If you had to do it all over again, would you change anything in your latest book?

Life is a learning experience and I hope that those that read the book will be take up my offer to tell me about the successes they have gained by using the principles offered. The next edition would have these stories and quantifiable benefits included.

Fiona: Did you learn anything during the writing of your recent book?

Don’t be afraid of just letting the words flow and getting them down on paper. Don’t over rewrite there will be plenty of time to do that later.

Fiona: If your book was made into a film, who would you like to play the lead? 

George Clooney. Only because my wife loves him.

Fiona: Any advice for other writers?

Enlist the help of a professional editor who will aid you in putting your words, stories and chapters in the proper order so that it makes sense and flows.

Fiona: Anything specific you want to tell your readers? 

Adapt the words and processes to suit your personality and style. Be authentic, be passionate about what you do and think in terms of the other persons needs.

Fiona: What book are you reading now?

Jab Jab Jab, right hook by Gary Vaynerchuk. All about how to make Facebook work for you

Fiona: Do you remember the first book you read?

The Lion the Witch and the Wardrobe CS Lewis

Fiona: What makes you laugh/cry?

My Grandchildren. They are a source of constant amusement. They are fun, funny and great characters. I despair how we treat children in our society to day. They grow up too fast, the level of abuse they experience is horrifying and the plight of the refugee make me sob.

Fiona: Is there one person, past or present, you would love to meet? Why? 

I would love to have a conversation with Baran Obama because for me he is an amazing communicator. If back in time to observe the creative genius of Bach.

Fiona: Do you have any hobbies? 

Photography, going to the theatre and the cinema, listening to music.

Fiona: What TV shows/films do you enjoy watching?

Suits, Designated Survivor, Victoria, crime series and good dramas. Marvel comic heroes, Star Trek and other Sci Fi films

Fiona: Favorite foods, colors,  music? 

Italian, french and Greek, Blues and golds, Classical, Jazz and modern day songwriters. Sam Smith, Rag and Bone Man, Gregory Porter

Fiona: Imagine a future where you no longer write. What would you do? 

Learn how to play Jazz piano. Take singing lessons.

Fiona: What do you want written on your head stone?

Here lies a caring husband, a father that was always there, and a Pied Piper to his grandkids

Fiona: Do you have a blog or website readers can visit for updates, events and special offers? 

The book page is www.moscowmethod.uk Enter the code Dexter for a 25% discount Dexter

My webpage is www.audiencedynamics.co.uk Blogs can be found here

Various articles, offers and events can also be found on my LinkedIn profile –http://uk.linkedin.com/in/dextermoscow