Two
issues ago we explored the power of credibility. This week we’re going to
look at how you can use emotion to amplify the stickiness of your idea.
I’d
like to tell you a story.
Salad sponsor the charity Bamboozle, a theatre company with a difference;
they work communication miracles. A few months ago, Bamboozle’s artistic
director Christopher Davies told me about Lily, a nine-year old girl with
devastating brain damage. I’d like to invite you to take a step into Lily’s
world for a moment…
Life goes by in a blur for you, because most events happen too fast for you
to make sense of them. By the time you can react, the moment has passed. The
language people speak is just a meaningless noise. Imagine being surrounded
by 10 people, each speaking a different foreign language simultaneously.
Like any child, you’re desperate to join in, & love being in company, but
most people are in too much of a hurry to engage with you. That’s where
Bamboozle comes in…
Bamboozle’s artists understand that Lily has something to say – they help
her find her voice then they listen. They create a safe, miraculous
imaginary landscape where Lily is included & her contribution is recognised
& celebrated. She is bright and vocal, responsive to music, colour, movement
and her peers. Lily can make choices if given time and the right context.
Perhaps above all she needs to be offered imagination, time and patience.
You have to really want to connect with Lily; you have to be prepared to
listen hard and with all your senses.
Lily’s mum Hayley says it’s hard to describe “the extra special light that
comes from within Lily after she’s been to a Bamboozle workshop; her
excitement, her joy and her expressive eagerness to communicate tells us all
we need to know about how much Lily values Bamboozle.”
(If
you’d like to donate some money to help Bamboozle with their amazing work,
please go to
http://www.bamboozletheatre.co.uk/)
Just to remind you: in Dan & Chip Heath’s superb book “Made to Stick”, they
reveal the master keys to making your messages & ideas “sticky”, so people
will pay attention to them, understand them, act on them & pass them on:
·
Simplicity
– They convey something in a way that is simple & straightforward.
·
Unexpected
– They use surprise, interest & curiosity to get & keep attention.
·
Concrete –
They connect with what we can see, hear, feel, smell & taste.
·
Credible –
They are believable (testable against your own experience, if possible).
·
Emotional
– They connect with us on an emotional level.
·
Stories –
Stories resonate deeply with human neurology – they’re the ultimate delivery
system for ideas.
Every copywriter knows that you don’t sell features – you sell benefits.
Check this out:
|
Feature |
Benefit |
Benefit of the
benefit |
|
Learn sleight of
mouth, the powerful NLP tool for conversational belief change
|
Change your
limiting beliefs to empowering ones |
Imagine enjoying
the success you’ve always dreamed of as you achieve your most
passionately held goals enjoyably and effortlessly.
|
|
Join Bob’s Gym,
with a full range of machines & trainers to help you. |
Get fit &
healthy |
Start feeling
great about yourself, with lots of energy as you get admiring looks
from people you’re attracted to.
|
|
Visit Thailand,
with beautiful beaches & lots to see.
|
Enjoy a
fantastic beach holiday exploring an amazing country with friendly
people. |
You’ll feel
incredibly welcome as you reach new levels of relaxation, pleasure &
fascination. Day-to-day life will become a distant memory as the
stress melts away in this tropical paradise.
|
As
you read from the left column to the right, notice which description
feels the most compelling. I’m guessing it’s the “Benefit of the
benefit” column. That’s because these are designed to move your emotions.
If
you want your ideas to stick, you need to connect with people on an
emotional level. To get people thinking on an emotional level, it’s useful
to access the right side of their brain.
·
The left
side of the brain is the analytical side. If you get someone thinking
analytically, it’s more difficult to get into the emotions.
·
The right
side of the brain is the creative, imaginative side. Get people working on
this side of the brain, & they’re much more likely to access their emotions.
One
of the ways you can do this is by getting them to imagine something, either
by inviting them to imagine experiencing it, or by describing it happening
to a specific individual. As human beings, we have a tendency to identify
with people – we put ourselves in their shoes. This is particularly true
when we get specific details of an individual’s circumstances & the
challenges they are facing.
1) Did you read
Lily’s story at the start of the tip? If so, what effect did it have on your
emotions?
Rather than telling you about Lily’s world, I invited you to step
into it. I was hoping that by imagining her experience, it would intensify
your emotional response.
2) Choose an
idea or message you’d like to make stickier. How can you get your listener
to move out of the left brain, analytical evaluation, & into a right brain,
emotional response?
I’m
going to be participating in a Bamboozle workshop this week, something
that’s well out of my comfort zone, so I hope to have some more
“communication miracles” to share with you soon.
By
the way, three and a half years ago, my marriage ended, & I found myself
aged 40, single, facing a lonely existence. I’d never been any good at “the
dating scene” when I was younger, & now I was older, plumper, & with my
confidence at an all-time low. Just a few years later, I love flirting, &
can communicate confidently with women in a way that sparks & builds
attraction. I have a love-life that would have seemed impossible to me just
a few years ago. More importantly, I have a sense of purpose, authenticity &
mature masculinity that I knew was missing in the past, but couldn’t have
put a name to.
My
new programme
“Authentic Attraction with NLP”
is part of my life’s purpose, & something I’m incredibly excited about.
Imagine discovering that there’s a “you” that you never even knew existed,
but that’s been trying to get your attention for years. Better yet, imagine
that this “you” has access to a source of power & energy that can transform
your life & help you get the kind of results in every area that you’ve only
dreamed of! Best of all, imagine that this is “the real you”, a you that is
honest, authentic, & connects with your deepest values. If you’re ready to
start experiencing the love-life you desire, be one of the only people this
year to experience
“Authentic Attraction with NLP”.
I look forward to meeting “the real you”!
Have a
great week,
Best
wishes
Your friend
Jamie
Jamie Smart
director of training
jamie.smart@saladltd.co.uk
If you have found this tip useful, please share it with any friends,
family, colleagues and associates who you think will be interested. You are
welcome to reprint it (with copyright and subscription information) and
continue to enjoy the tips. I am always grateful for any comments,
criticisms or other feedback that you may have. Please send them to
jamie.smart@saladltd.co.uk
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