COMM 270 Art of Woo Chapter 8
|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
-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
|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|
|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.