COMM 270 Art of Woo Chapter 8
Order by
19 terms
Terms | Definitions |
|---|---|
 8 Pathways To Get Audience's Attention | 1. Make it vivid 2. Use demonstrated and symbolic actions 3. Put your heart into it 4. Tell a story 5. Personalize it 6. Make it a puzzle 7. Build bridges with analogies & metaphors 8. Force your audience to think |
| 1. Make It Vivid | -People respond to ideas that are easy to visualize because they can be recalled from memory more readily -Things they can easily visualize are more likely to happen -More "available", more likely to be true -Make it something audience will respond to EX: Bacteria on Hands |
| 2. Use Demonstrated And Symbolic Actions | -Asking people to take symbolic actions related to your idea can engage them in memorable ways. -Asking employees to take symbolic actions that rally them behind a new plan t fight the competition is common. -Good metaphors do not guarantee good business strategies. |
| 3. Put Your Heart Into It | -People will be more inclined to believe your argument if you show that you believe in them. -Conviction convinces, especially if that conviction is backed by genuine feeling. -Emotions give an electric charge to a presentation. -Emotions can also send a parallel message to your audience: this idea should matter to you. |
| 3. Put Your Heart Into It (cont'd) | -Reserve your emotional displays for your most urgent ideas, or people will stop listening. -People at the driver end by contrast emotional displays are part of everyday business. |
| 4. Tell A Story | -Examples are IMPORTANT! *easier to follow *tell a story is best -Stories engage immediately, are concrete -Helps illustrate complex examples - |
| Difference between a simple example and a story is _______. | -movement |
| 4. Tell A Story (cont'd) | -If you integrated your idea pitch into the story in a compelling way, you can be sure that the decision maker will be listening. -Pitching an initiative, you want your audience to understand your idea and the process that led you to it. (enhances credibility) -Gives you a chance to tell a special kind of story- the story of the hunt. |
| 5. Personalize It | -When selling the more conventional ideas, the most persuasive stories are the ones people can relate to form their own personal experience. -The audience visualize, embellishes, and surrounds your story with its own context, making your point of view more vivid, believable, and easier to recall. -A first person approach to persuasion can transform the most casual decision making process and mark it with a memorable moment. |
| 5. Personalize It (cont'd) | -Personal examples can also change the tone and direction of formal proceedings *but they're risks -Must have standing as someone who can speak to the issues you address. -When you rely on the authenticity of your story, you put your veracity in play. If people do not believe you, you've lost credibility -Pass the truth-telling test and you'll hit a home run, people will respect your character. |
| 6. Make It A Puzzle | -People like mental challenges -Your idea will always be a little easier for them to remember b/c they will associate it with your puzzle. -Pitching ideas to people in organizations, look for puzzles embedded within the problems you are trying to help solve. -Works best when the solution to the puzzle is exactly what you want the audience to remember about the idea you are selling. |
| 7. Build Bridges With Analogies & Metaphors | -excellent ways to make your pitch memorable b/c they build conceptual bridges. -when discussing something your audience does not know much about, start with something they do know about *black holes -Metaphors can also help trigger self-concepts such as competitiveness that spurs an audience into action. |
| 7. Build Bridges With Analogies & Metaphors (cont'd) | -the simpler and more widely understood the image, the greater its hold on the imagination. -History provides a rich source of metaphors and analogies when people try to persuade one another. |
| 8. Force Your Audience To Think | Analogies & Metaphors build easy to cross bridges between you and your audience. Force your audience to think about the unknown and unfamiliar. *question the obvious *reversals *reconceptualize |
| Question The Obvious | -Gets people thinking about the old issues in new ways. |
| Reversals | -turn things upside down and ask your audience to consider what this upside down world might look like. |
| Reconceptualize | -Favorite of corporate strategists and visionaries. -Ask the audience to rethink a basic purpose or mission as part of your idea sale. |
| Two Levels | -Rational -Intuitive |
| When you make your pitch... | -You must strike a balance when you attempt to make your ideas memorable -Too much effort will detract from the message. -Speak directly about problem and idea. -Paint a picture. -Obtain actions, not just promises. |
First Time Here?
Welcome to Quizlet, a fun, free place to study. Try these flashcards, find others to study, or make your own.