Memorable messages Varberg, 23th august 2011 www.idebanden.dk
Agenda Our background Tappers & Listeners Obstacles in the communication process Solutions and tools Final remarks
Ideagangsters Our background as communicators Peter Journalist and Copywriter Theodor Developer and Coach Marie Journalist and Teacher
Tappers & Listeners Everybody rise og and hold a pen in the air Everybody find a partner When you have a partner take down the pen Agree on who starts as Tapper The Tapper chooses a famous international song (list on next slide) The Tapper taps the song on the Listener s arm The Listener smiles. No guessing yet.
1. Louis Armstrong What at wonderfull world 2. Abba Dancing queen 3. Abba Waterloo 4. Aqua Barbie girl 5. Beach boys Barbara Ann 6. Beatles Hey Jude 7. Beatles Let it be 8. Beatles Yesterday 9. Eric Clapton Knocking on heavens door 10. Eric Clapton Wonderful tonight 11. Bob Dylan Blowing in the wind 12. Elvis Hound dog 13. Elvis Love me tender 14. Europe The final countdown 15. Für Elise 16. Happy birthday 17. Last christmas 18. Don McLean American pie 19. Queen We are the champions 20. Queen We will rock you 21. REM Losing my religion 22. Frank Sinatra Strangers in the night 23. Smokie Living next door to Alice 24. Bruce Springsteen Born in the USA 25. Stevie Wonder I just called to say I love you
We are all Tappers & Listeners Now make a guess on the song Only 2.5% Listeners guessed the song 50% of Tappers thought it would be guessed Hard to realize that the listener is not having the melody playing in the head as you are
The Curse of Knowledge Come on, stupid listener, it is easy to guess The Curse of Knowledge = not realising that your recipient does not have the same information and knowledge as you do Affects everybody Even when you know about it... Primary gap between sender and recipient
A model Sender Message Channels Recipient
Obstacles Choose your metaphor Resistance versus Obstacles Communication is a process Analyzing obstacles is the key
Examples of obstacles Too complex a message Too many options No call for action Teflon memory Lack of credibility Using a bad channel
What are you doing?! Person A mimics a physical action For instance brushing their teeth Person B says What are you doing? Person A says something else entirely For instance I m riding a horse Person B mimics what A said Starts riding a horse Person A asks: What are you doing?
The Craft of Constructing Know your Purpose Research and Prepare Use the Context and Environment Work with Red zone / Green zone
Know your purpose Whaddaya want? Commander s Intent Timeframe Definition of Done
Know the territory Who are you? What is unique about you? What does the competition look like? What do they do better than you? What do you do better? Who are the recipients? What makes them tick? What do they want? Who are the people in their network?
When in Rome... Let yourself be inspired by the context What is the usual thing to do here? How can we use that? How can we do the opposite? What do they do in similar areas? How can we use that? What do they do in unlike areas? What would be a metaphor?
Green zone / Red zone Don t stop when there is a green light Pull in the same direction Generating YES, and... Quantity instead of quality Build on each other s ideas Point out Red Zone behaviour Evaluating Look for flaws Test it against reality Test the idea, not the person
Construction summary Know your Purpose Research and Prepare Use the Context and Environment Work with Red zone / Green zone
Toolbelt Keep it simple Show them the value Be credible Speak plainly Let them know what you want Activate the recipient Use stories Choose your channel
Keep it Simple is good
What s in it for you? Put yourself in their shoes Explore different levels of value Functional This will give me... Sensory / Emotional I will feel... Expressive I m the kind of person who... What is the value of the value?
Would you If you recieved an email saying you had won 1000 Euro and you had to send your account number to get the money Would you do it? If you saw a 8-year old girl crying at the bus stop because she had lost her wallet Would you give her money for a bus ticket? If you saw a course in personal development on the shelf at a 7-eleven store... Would you buy it?
Who says so?! Studies show that Credibility is important Use an authority Use an anti-authority Pass the Sinatra-test Make it testable Put on the labcoat There is a time and place for statistics And a way...
Say what? Cylindriske beholdere i mellemstørrelsen, hvis indre lagerkapacitet er uudnyttet, må med rimelig forventning formodes at besidde væsentlige akustiske kvaliteter. = Tomme tønder buldrer mest Too complex
Speak plainly Sprinkle the information Use active instead of passive language Paint your message with words Vary your sentences
Do it yourself Go together 2 and 2 Ask what the words *really* means Make the words specific and give examples
Die Hard on a bus People navigate by existing knowledge Hook into your recipient s picture bank (schemata) Remember to stand out
Don t be a man Always let them know what you want them to do
Activate the recipient Pique their curiosity Give them ***** to fill out Use the third object Don t meet expectations
Storyteller Beware of Information overload Long term memory? Use stories. Stories inspire action
Complain in a song A wrong channel can be an obstacle The man with a broken guitar A complaint would probably result in a formal response containing hot air. The song gave him attention, money and a new guitar
Summary Keep it simple Show them the value Be credible Speak plainly Let them know what you want Activate the recipient Use stories Choose your channel
The End If you take nothing else with you: Structure the process See the world from their eyes Use stories peter@idebanden.dk theodor@idebanden.dk
Links and litterature Links www.idebanden.dk www.ted.com Books Made to Stick Chip and Dan Heath Influence Robert Cialdini Predictably Irrational Dan Ariely