Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Not Just the Facts Ma’am: Getting Your Message to Matter

7,326 views

Published on

Gigantic Idea Studio's presentation: Not Just the Facts Ma'am: Getting your Message to Matter. Presented Aug. 6, 2015 at the California Resource Recovery Association Conference in Los Angeles.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Not Just the Facts Ma’am: Getting Your Message to Matter

  1. 1. Not Just the Facts Ma’am: Getting Your Message to Matter Content provided for educational, non-commercial purposes.
  2. 2. Why can’t we present just THE FACTS?!
  3. 3. Because we have shorter attention spans than
  4. 4. “Vivid” Communication gets attention and aids recall.
  5. 5. Without ATTENTION, there is no RECALL…
  6. 6. Without recall, there is no ACTION.
  7. 7. How many blue squares did you see? How many orange circles?
  8. 8. It’s good to stand out in the crowd.
  9. 9. Conclusion slide Appeal to Emotion Tell a Story Use Vivid Imagery
  10. 10. Strategy 1: Connect to Emotion
  11. 11. A Which got the most B
  12. 12. B
  13. 13. Emotion gets attention.
  14. 14. What is emotion?
  15. 15. Acting Knowing Feeling Emotional appeals support knowledge & action
  16. 16. Pitch in, America!
  17. 17. Make it safe to join inOakland Recycles!
  18. 18. Seeing someone “just like me” feels inclusive
  19. 19. Place-based humor Source: SF Environment
  20. 20. Connecting with humor Connecting with humor
  21. 21. Humor aids recallHumor aids recall
  22. 22. Feeling good about choices
  23. 23. Encouragement works
  24. 24. Thank you’s boost feelings of social worth…
  25. 25. …and increase receptivity to do more
  26. 26. Emotion makes your outreach go further.
  27. 27. Strategy 2: Storytelling
  28. 28. A hero’s journey
  29. 29. What is storytelling?
  30. 30. Why does it work? StoryFacts
  31. 31. Facts vs. Stories Facts Story
  32. 32. Real life stories
  33. 33. Storytelling for Businesses Source: Greenbiz.com
  34. 34. Stories address barriers
  35. 35. Strategy 3: Vividly Present Facts and
  36. 36. What is vivid Source: Clean Air Campaign, Georgia
  37. 37. Vivid Words: Naked Attic
  38. 38. Make invisible visible July 2011 August 2014 Source: BuzzFeed.com
  39. 39. Illustrate the data Source: Chasing Ice documentary (chasingice.com)
  40. 40. Relate to what you know Source: Chasing Ice documentary (chasingice.com)
  41. 41. Infographics illustrate data Source: https://medium.com/
  42. 42. Games teach quickly
  43. 43. Games spark memory
  44. 44. Conclusion slide Appeal to Emotion Tell a Story Use Vivid Imagery
  45. 45. How do you choose?
  46. 46. Define Objectives Research Strategy Create Campaign Testing Adjustments Rollout Evaluation Creative development is part of a strategic
  47. 47. Know your community. Research helps.
  48. 48. Use Emotion Key Awareness Strategy: Get Attention Embed in Stories Enhance brochures, newsletters
  49. 49. Tell a Story Persuasion: Overcome Barriers Newsletters, Video, Presentations Letters, Direct mail
  50. 50. Vividly Present Facts Persuasion & Confirmation: Overcome barriers, Provide feedback Newsletters, Presentations, Brochures, Social Media Technical Assistance, In Person Outreach, Audits
  51. 51. Afraid of emotion? You’re not
  52. 52. Conclusion slide Appeal to Emotion Tell a Story Use Vivid Imagery
  53. 53. Conclusion slide Contact us: info@gigantic-idea.com Gigantic-Idea.com

×