Effective Communications Make your Ideas Stick Why Some Ideas Survive and Others Die PCBN Pacific Coast Business Networking September 10, 2014.

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Make It Stick Effective Communications

Effective CommunicationsMake your Ideas Stick

Why Some Ideas Survive and Others DiePCBNPacific Coast Business NetworkingSeptember 10, 2014

Effective Communication PrinciplesSimple 1 idea vs. 10Unexpected Grab attentionConcrete Be specific & visualCredible Present credentials and authorityEmotional Have them feel somethingStories Relate an experienceA Simple, Unexpected, Concrete, Credentialed, Emotional Story#1 Keep it SimpleSimplicity means Finding the Core of the Idea

People will not remember 90% of what you tell them, so be clear what are the one or two key things you want them to remember and just focus on those (i.e. cut away most of the other stuff). We need to become masters of exclusion in order to strip an idea down to its bare essentials.

SimpleWhat Gets in the Way of Being Simple?The Curse of Knowledge

You Know so much about your business That you cant explain it simply

The Curse of Knowledge

You understand your business with a lot of technical terms

If you tend to explain things that way others may not understand what you say

#2 Do the UnexpectedGet attention: Surprise the listenerThe key to get a message received is first to capture attention.

The most powerful way to get a persons attention is to break a pattern (as our brains filter out consistency and only focuses on whats different). Unique ideas disrupt peoples expectations.

#2 Do the UnexpectedGet attention: Surprise the listenerWe need to maintain attention we need both surprise to create attention and interest to maintain it.The nature of surprise is critical in learning. It starts to jolt our models of reality and destabilizes our locked-in beliefs. It opens us up for re-evaluation as we try to make sense of them.

To get change, you need to destabilize the status quo.

#1 Simple + #2 UnexpectedIdentify the central message you need to communicate find the core

Communicate your message in an unexpected way that grabs your receivers attention.

#3 - ConcreteHelp people understand and remember - Be SpecificConcreteness makes it easier for someone to more easily visualize it - Present a pictureThe easier it is for us to relate to something, the easier it is for us to understand it and remember it. The more people can see it, smell it, hear it the more something feels real. Conceptual thought is not real

#4 - CrediblePersonal experience is the most powerful way to shift a belief

Rational arguments are often rejected unless supported by an expert or authority.

Help people believe cite an authorityIf we believe and trust a person (family, friend, expert or even celebrity) as long as we can be convinced of their authenticity with no hidden agenda, then we are more likely to be influenced by them.

#5 - EmotionalEmotions are a powerful influencer of thought and behavior - Make people careFeelings inspire action. For ones message to be received , you have to help make them care. To create care you need to create a bond between something they do care about and your message. Self interest is also a way of creating an emotional connection. WIIFM (Whats in it for me)

#6 StoriesTelling a story is the oldest form of getting a point across. We naturally pass information on through a story and we use it all the time.

Stories help us translate information into an emotional experience. We effectively relive the event inside. Research has shown the when someone re-lives a story in their head it re-triggers the same areas of the brain as the original experience.