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Presenting for Persuasion
 

Presenting for Persuasion

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  • Story of my first speech
  • Of the three players in this picture, which is ultimately most powerful? The Rider – Intellect Value PropositionProduct/Service Information Ratings, ReportsThe Path Tools and Communications that Make it Easy to Learn, Buy, Consume and Share (Web Site, Displays, Packaging)The Elephant (Emotion)Brand Expressed Through Emotion-Driven Story-TellingAll three need to be addressed and be in alignment to be effective in creating change, but the emotion is the most powerful if engaged properly
  • Of the three players in this picture, which is ultimately most powerful? The Rider – Intellect Value PropositionProduct/Service Information Ratings, ReportsThe Path Tools and Communications that Make it Easy to Learn, Buy, Consume and Share (Web Site, Displays, Packaging)The Elephant (Emotion)Brand Expressed Through Emotion-Driven Story-TellingAll three need to be addressed and be in alignment to be effective in creating change, but the emotion is the most powerful if engaged properly
  • Of the three players in this picture, which is ultimately most powerful? The Rider – Intellect Value PropositionProduct/Service Information Ratings, ReportsThe Path Tools and Communications that Make it Easy to Learn, Buy, Consume and Share (Web Site, Displays, Packaging)The Elephant (Emotion)Brand Expressed Through Emotion-Driven Story-TellingAll three need to be addressed and be in alignment to be effective in creating change, but the emotion is the most powerful if engaged properly

Presenting for Persuasion Presenting for Persuasion Presentation Transcript

  • Presenting for Persuasion Getting Your Point Across with Sticky Stories and Influential Insights Jeff James, CEO Mythology
  • Why do we make presentations?
  • Creating Change The Guide (Intellect, Logic) The Elephant (Emotion, Desire, Imp ulse) The Path (Environment, Structure, Tools) Switch: How to Change Things When Change is Hard © 2010 Chip and Dan Heath
  • Structure  Problem – Establish the pain  Personalize – Help audience connect to their lives  Propose possible solutions  Provide evidence pro and con  Promote your recommendation
  • Structure Problem Statement There is an increasing demand for cleaner energy, but rising costs are a serious concern Personalize In your West Virginia community, you may be facing significant air quality issues. Yet you and your neighbors may have a tight budget. Propose Solutions 1. Cleaner coal 2. Natural gas 3. Renewable energy sources Provide Evidence Natural gas produces 30% less carbon dioxide per unit of heat than gasoline does, and 45% less than coal. Promote Recommendation Migrate more electricity plants to cleaner, inexpensive natural gas. Migrate government and corporate fleet vehicles to natural gas.
  • What Makes an Idea Stick? SUCCESs Simple Unexpected Concrete Credible Emotional Stories Made to Stick, Heath and Heath © 2007 Random House
  • Simple Remember This When purged of impurities, natural gas (which is more or less pure methane) is the cleanest fossil fuel around. Natural gas produces 30% less carbon dioxide per unit of heat than gasoline does, and 45% less than coal. Increasing use of this cheap, clean gas means power stations across the country have reduced their carbon dioxide emissions to levels not seen since 1992. The Economist, May 2013 30% of electricity in America is now generated by natural gas.
  • Simple Remember This Natural gas is the cleanest fossil fuel around The Economist, May 2013
  • Unexpected
  • Unexpected Ghostly car ad
  • Concrete
  • Credible “Natural gas is different, but not so different that you can‟t figure it out with proper training,” said Erik Neandross, Gladstein, Neandross & Associates, a consulting company that helps clients plan and implement natural gas vehicle deployment. Diesel: $3.70 CNG: $1.49 LNG: $1.94 Sysco has converted 1/2 of its fleet (185 trucks) to running on liquid natural gas. Other food companies migrating: Albertsons, Core-Mark International, Vons/Safeway, Frito Lay/Pepsi, Golden State Foods, Kroger
  • Emotional “What we are doing is we are preserving open space in rural communities.”
  • Stories
  • Creating Change The Guide (Intellect, Logic) The Elephant (Emotion, Desire, Imp ulse) The Path (Environment, Structure, Tools) Switch: How to Change Things When Change is Hard © 2010 Chip and Dan Heath
  • SUCCESs! Simple Unexpected Concrete Credible Emotional Stories Natural gas is the cleanest fossil fuel around
  • Structure Problem Statement Personalize Propose Solutions Provide Evidence Promote Recommendation Simple Unexpected Concrete Credible Emotional Stories
  • More Tips  Work the room  Lock on one person at a time for second or two  Show your personality  Bring energy  Entertain  Plan audience interaction  Create ups and downs  Be authentic – Share your weaknesses  Simple, powerful visuals  Very sparing use of words on slides  Watch out for crutch words – “umm” “right?” “OK”  Confidence: Fake it „til you make it!
  • “They may forget what you said, but they will never forget how you made them feel.” Jeff James jeffj@mythologymarketing.com 304.553.8314 twitter.com/buildingbelief linkedin.com/in/jeffjameswv Carl W. Buechner