not just the facts ma’am:getting your message to matter
TRANSCRIPT
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 goldfish.
“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 StoryUse Vivid Imagery
Strategy 1:Connect to
Emotion
A
Which got the most clicks?
B
B
Emotion gets
attention.
What is emotion?
Acting
Knowing Feeling
Emotional appeals support knowledge &
action
Seeing someone “just like me” feels inclusive
Place-based humorSource: SF Environment
Humor aids recallHumor aids recall
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
$1.14
$2.38
Story
Real life stories
Storytelling for Businesses
Source: Greenbiz.com
Stories address barriers
Strategy 3:Vividly Present
Facts and Data
What is vivid communication
Source: Clean Air Campaign, Georgia
Vivid Words: Naked Attic
Make invisible visible
July 2011 August 2014
Source: BuzzFeed.com
Illustrate the dataSource: 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 StoryUse Vivid Imagery
How do you choose?
Define Objectives
Research
Strategy
Create Campaign
Testing
Adjustments
Rollout
Evaluation
Creative development is part
of a strategic process
Know your community. Research
helps.
Use EmotionKey Awareness Strategy:
Get Attention
Embed in Stories
Enhance brochures, newsletters
Tell a StoryPersuasion:
Overcome Barriers
Newsletters, Video, Presentations
Letters, Direct mail
Vividly Present FactsPersuasion & Confirmation:
Overcome barriers, Provide feedback
Newsletters, Presentations, Brochures, Social Media
Technical Assistance, In Person Outreach, Audits
Afraid of emotion? You’re not alone.
Conclusion slide
Appeal to Emotion
Tell a StoryUse Vivid Imagery
Conclusion slide
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