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Not Just the Facts Ma’am:
Getting Your Message to Matter
Content provided for educational, non-commercial purposes.
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Why can’t we present just THE FACTS?!
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Because we have shorter attention spans than goldfish.
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“Vivid” Communication gets attention and aids recall.
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Without ATTENTION, there is no RECALL…
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Without recall, there is no ACTION.
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How many blue squares did you see?
How many orange circles?
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It’s good to stand out in the crowd.
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Conclusion slide
Appeal to Emotion
Tell a StoryUse Vivid Imagery
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Strategy 1:Connect to
Emotion
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A
Which got the most clicks?
B
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B
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Emotion gets
attention.
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What is emotion?
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Acting
Knowing Feeling
Emotional appeals support knowledge &
action
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Seeing someone “just like me” feels inclusive
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Place-based humorSource: SF Environment
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Humor aids recallHumor aids recall
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Encouragement works
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Thank you’s boost feelings of social
worth…
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…and increase receptivity to do
more
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Emotion makes your outreach go further.
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Strategy 2:Storytelling
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A hero’s journey
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What is storytelling?
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Why does it work?
StoryFacts
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Facts vs. Stories
Facts
$1.14
$2.38
Story
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Real life stories
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Storytelling for Businesses
Source: Greenbiz.com
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Stories address barriers
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Strategy 3:Vividly Present
Facts and Data
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What is vivid communication
Source: Clean Air Campaign, Georgia
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Vivid Words: Naked Attic
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Make invisible visible
July 2011 August 2014
Source: BuzzFeed.com
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Illustrate the dataSource: Chasing Ice documentary (chasingice.com)
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Relate to what you know
Source: Chasing Ice documentary (chasingice.com)
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Infographics illustrate data
Source: https://medium.com/
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Games teach quickly
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Games spark memory
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Conclusion slide
Appeal to Emotion
Tell a StoryUse Vivid Imagery
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How do you choose?
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Define Objectives
Research
Strategy
Create Campaign
Testing
Adjustments
Rollout
Evaluation
Creative development is part
of a strategic process
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Know your community. Research
helps.
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Use EmotionKey Awareness Strategy:
Get Attention
Embed in Stories
Enhance brochures, newsletters
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Tell a StoryPersuasion:
Overcome Barriers
Newsletters, Video, Presentations
Letters, Direct mail
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Vividly Present FactsPersuasion & Confirmation:
Overcome barriers, Provide feedback
Newsletters, Presentations, Brochures, Social Media
Technical Assistance, In Person Outreach, Audits
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Afraid of emotion? You’re not alone.
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Conclusion slide
Appeal to Emotion
Tell a StoryUse Vivid Imagery
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Conclusion slide
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