
Eryn
Travis, Empower Communications
Quick! You have less than two minutes to persuade a decision-maker,
a wishy-washy client or a new customer that your idea, service or
product deserves action. Can you do it? If you tell a story, stick
to core messages and know your rights, you are far more likely to
engage and persuade.
Tell a Story: Anyone who has survived a speech 101 class can
tell you that stories are a surefire way to start a presentation,
but few can tell you why. Research into human thinking has
demonstrated that our own internal message storage and retrieval
process is far more receptive to stories than abstract information.
Research has also proved that when the brain hears a story it
likes, an enjoyable state of transportation is reached where
questioning is dampened and messages are retained. I’ll spare you
the rest of the science and will give you the Bible, Grimm’s
Fairytales and Aesop’s Fables as examples of how stories have
worked throughout human history to not only inform but persuade.
However, not just any story will do. To tap this mental power,
stories must be succinct and related to the subject at hand. Have
you ever been on the receiving end of a rambling, random story? Did
you find it persuasive? A good rule of thumb is that stories should
be two minutes or less, and there is absolutely no shame in
practicing your stories until they are pithy, refined and perfect.
In addition, you must know your audience. It’s a simple point, but
you’d be surprised by how many people miss it. But what if you
don’t have two minutes? Even a sentence story carries the same
mental weight. Consider this example. Example A: The recent Septa
strike brought commuter traffic to a halt. Example B: For the first
time in 20 years, Mary Anne won’t be at church on Sunday since the
Septa strike left her without transportation.
Assignment: First, develop a two minute story that explains
your product, idea or service. Practice, refine and polish. Think
about how this story can be adapted to different audiences such as
decision-makers, church groups, school boards, friends or just that
casual customer who walks in the door.
Stick to Core Messages: Authors and“messaging gurus” Chip
and Dan Heath have coined a fabulous termcalled “the curse of
knowledge.” This phenomenon occurs when we are so passionate and
knowledgeable about a topic that we overload audiences with
everything we know. We believe we are being helpful, but we are
only confusing audiences and reducing message retention. I’m just
as guilty of it as the next gal. If you’ve ever tried out a new
restaurant and have been overwhelmed by a menu with too many
choices, you’ve experienced the concept. Persuasion studies have
shown that casual (non subject matter experts) audiences need three
reasons or fewer to act. Expert audiences enjoy more, but most of
the time you are dealing with audiences who are not familiar with
your topic. Other studies have demonstrated that human beings tend
to retain and remember information delivered in threes. Is your
website text heavy? Do you feel like you have been talking and
talking but you are not getting the traction you desire? You might
be suffering from the curse of knowledge. Do you have a compelling
one sentence answer to this question: What do you want audiences to
know about your product or service? If not, you need to refocus on
your core points.
Assignment: Boil down your messages to three core points
focusing on the benefits or answers to the “what’s in it for me”
aspect. Do not throw out other information but organize it under
these key points for presentations, brochures or other
communications.
Know your Rights: Even if you do not have CNN banging on
your door, you will benefit greatly from a media relations
technique known as bridging. Bridging is the act of answering an
unrelated, off-base or even hostile question followed by a “bridge”
to on-point, more positive information. Often, people believe
interviews, question and answer periods or even casual
conversations during a cocktail party are more like depositions
where you answer the question as asked. However, remember that you
have the right, and the responsibility, to deliver and protect your
message. Examples of bridges include: “That’s not my area of
expertise, but I can tell you that” or “That’s simply not true. My
business offers x,y,z” or “I understand what you are asking, and
why you are concerned. Let me offer our point of view.”
Assignment: Think of some of the silliest, asinine and even
hostile questions that you might be asked. Develop a succinct
answer that bridges to your core messages as defined above.
Practice with a friend so you deliver these responses with
confidence and authority. It may feel awkward at first, but trust
me. Often these questions come out of the blue, and you will thank
me when you are prepared.
About the author:
Eryn
Travis is the owner of Empower Communications, a boutique
consulting firm helping a wide range of clients engage and
persuade. Services including message development and distribution,
speech preparation and delivery, content creation and outreach. Her
practice is built on more than 15 years of public, media and
government relations in intense, fast-paced organizations including
stints on Capitol Hill, large PR companies and trade associations.
Eryn is also a freelance writer and a guest lecturer at West
Chester University. For more information about Empower
Communications, please email eryn.travis@gmail.com.