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

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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
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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

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