USING PSYCHOLOGYTO GET THE RESULTS

YOU WANT

Glyn Parry & Jim BrackinExtra Sensory Perception Limited

Command the attention of your audience

Increase your positive feedback

Ensure people actually get your message

• Why content is likely to be misinterpreted• How structure is more useful• How the brain files, indexes and gives meaning to memories and events• The one thing that causes 80% of miscommunication in the workplace • How to structure presentations that appeal to all four learning and communication styles• How to keep an audience engaged

Apply this simple structure to all of your presentations

– with immediate and positive results

Seven things you’ll learn today:

USING PSYCHOLOGYTO GET THE RESULTS

YOU WANT

& amaze inspire

A classic metaphor. Timeless -with relevance to so many things happening around us today. Good versus evil; the lone hero standing up against seemingly impossible odds; the unlikely misfit who appears from nowhere and refuses to be intimidated

The opening sequence from ‘Once Upon A Time In The

West’. Classic Sergio Leone and one of those ‘Films To See Before You Die’. Stunning visuals, great soundtrack,

charismatic performances, genius director

It’s the wild west. Three gunslingers wait at a train

depot. The train leaves, there is a man with a harmonica. There is an exchange of dialogue; the

three men imply that they intend to kill the other man.

There is a stand-off

A scene where each frameis meticulously planned and composed. The photography is rich in colour and textures. The soundscape amplifies background noises into prominent features. And the actors, frequently in close-up, dominate the screen

Form groups of 7-8

Choose a group leader

Choose a subject

Love Education

You have 1 minute to individually write down 7 words that mean

the same as your subject

Group Leader reads group their words

Group scores 1 point – if everyone in the group has the

same word

It’s rare to find a group that can agree on more

than 2 words out of the 7

The effect of content is unpredictable

Pick a memory

Score its intensity

Change the structure

Re-score its intensity

Typically between 85% and 95%of people will

have the intensity of the memory reduced during

this process

Often structure is more predictable than content

Colour tends to be more engaging than black and white

Moving tends to be more motivating than still

Close tends to be more persuasive than far away

USING PERSONALITYPROFILING TO GUIDE

COMMUNICATION

In an ideal world we would know our audience’s personality preferences

A number of you have completed the ESP online personality profiling test

A ‘hands on’ learner, will rely on intuition in preference to logic and enjoys applying learning to real life situations

Will like to look at different

points of view, segment and

categorize things and use imagination for

problem solvingProblem solver who will find practical, sensible solutions for ideas and theories, needs to know how things work

Concise and analytical, will

learn by thinking things through, likes to know what

experts think

learning styles

4learning styles

4

If?(what if?)

Why?(why not?)

How? What?

learning styles

4

Analysis of those completed profiles reveals several profile clusters or trends

The two most prominent can be related to job titles:

Analyst/Planner and Fundraiser

Has anyone in either group ever experienced difficulties presenting to people in the other

group?

Let’s look at why that might be AND how you can present your information more easily to

them

WHY? - Succinctly answer with the main benefits, using big picture generalisations

HOW? - Incorporate any demonstrations, third party endorsements, testimonials or PR

WHAT IF? - Future pace benefits ‘as if’ they have already happened

WHAT? - Elaborate on the process, in regard to the main benefits in a more specific or detailed style

Imagine if we had, a simple way to understand the motivations, values and language style of donorswe could combine science and data to personalise our messages, talk to them in their language and increase our response ratesWhen money is tight donors tend be more careful and give only to the causes that they connect with – to safeguard our income we need to be one of those causesI’ve read that other not-for-profits have already used this; Sightsavers increased their response rates by 3%, GOSHCC by 19% and the BUAV by 52%

WHAT IF? - Future pace benefits ‘as if’ they have already happened

HOW? - Incorporate any demonstrations, third party endorsements, testimonials or PR

WHAT? - Elaborate on the process, in regard to the main benefits in a more specific or detailed style

WHY? - Succinctly answer with the main benefits, using big picture generalisations

When money is tight donors tend be more careful and give only to the causes that they connect with – to safeguard our income we need to be one of those causesWe can now combine science and data to personalise our messages, talk to them in their language and increase our response ratesI’ve read that other not-for-profits are already doing this, Sightsavers increased their response rates by 3% GOSHCC by 19% and the BUAV by 52%Imagine if we too had, a simple way to understand the motivations, values and language style ofdonors

Different audiences have different communication preferences

WHAT is it?

WHY should I be interested?

WHAT IF I have the benefit?

HOW does it work?

Different people with different preferences for processing information will interpret

communications in different ways

Content is less predictable and therefore less useful than structure in controlling the

outcome

Using sub-modalities such as colour, movement and proximity is more reliable

Structuring your presentations to people’s personality preferences is the most useful

If you don’t have that opportunity, make sure you cover off the four preferences in

your presentation

USING PSYCHOLOGYTO GET THE RESULTS

YOU WANT

Glyn Parry & Jim BrackinExtra Sensory Perception Limited