With Marie-Claire Ross The SELLSAFE Communication Mentor

Transcription

1 SELLSAFE Communication System with Marie-Claire Ross Module 2 Guidebook Attention With Marie-Claire Ross The SELLSAFE Communication Mentor 2014 Marie-Claire Ross & Digicast Productions. All rights reserved. 1

2 1. Attention 1. How to get The Brain s Attention As the conscious mind is unable to work with all of the it receives, our internal representation of how we experienced an event isn t precisely what occurred. Instead, it s more of a. There are three things that get our attention: or perception of how things are, and. Every bit of information that appears in our life, our brains attach and meaning to it. Our brains are designed to be aware of. That s why advertising that features novel, unfamiliar and unpredictable stimuli grabs our attention. You ve got to break a pattern Marie-Claire Ross & Digicast Productions. All rights reserved. 2

3 2. Surprise your Audience Engage people with what they expect; it is what they are able to discern and confirms their projections. It settles them into predictable patterns of response, occupying their minds while you wait for the extraordinary moment that which they cannot anticipate. Sun Tzu, The Art of War Surprise happens when an event does not match what we or would happen. Watch this ad before listen to the explanation of how it works: When it comes to creating your campaign you need to look at what information you can use to create surprise. Avoid common sense; instead use uncommon sense to tell your message Marie-Claire Ross & Digicast Productions. All rights reserved. 3

4 How do you Surprise? 5 Strategies for Creating Mystery and Intrigue a) Ask a question that tests what people think they know Interest develops from in knowledge The benefits of this are: By thinking about the answer to a question, it actually makes people more likely to remember it. It can be used to change viewpoints. It can also encourage people to take information more seriously Marie-Claire Ross & Digicast Productions. All rights reserved. 4

5 b) Show people something different to what they expect Avoid sense, use sense to tell your message. Contrast information unexpectedly in three ways: a) Consequences - This is where you show a safety behaviour being performed under unusual or exaggerated circumstances. It needs to show the implications or either doing, or failing to perform, the recommendation advocated. b) Extreme replacement - This is when a key attribute of your safety message is replaced with something different. It often includes an extreme replacement of what the viewer would expect. c) Time - This style shows the outcome of using or not using a safety device which is dramatized by a leap in time that shows the long-term consequences. Watch some examples: Use these comparisons if you have workers that: are constantly receiving the same injury, are undertaking a certain safety process incorrectly (despite the consequences), do not believe that a particular process is required, are not taking safety seriously, do not believe they could get injured Marie-Claire Ross & Digicast Productions. All rights reserved. 5

6 d) The power of Incompletion Ideas include: Never show a slide with all the information. your content with intrigue. Eg: S Include a mystery. e) Use the power of uncertainty Key to great story-telling is uncertainty. f) Use humor You can add humor with: Funny facial expressions Poking fun at yourself (or the company) Using funny quotes, eg: How many people here have telekinetic powers? Raise my hand. - Emo Philips Everyone has a photographic memory, some don't have film. Nothing is foolproof...to the sufficiently talented fool. The trouble with doing something right the first time is that nobody appreciates how difficult it was. It may be that your sole purpose in life is to simply serve as a warning to others. Collect funny workplace anecdotes and bring it up at your next meeting Marie-Claire Ross & Digicast Productions. All rights reserved. 6

7 The Power of Fear One of the big issues with using fear is that it is a manipulative way to get attention and to change behaviour. It produces short term results. Use fear if you discover during your research that people are moving away from pain. Then, you would remind them of why they need to do something using their pain words. Use fear to inspire those who are and don t know how to move. If you do use fear, let people know what they stand to, but give them clear steps on how to avoid a Marie-Claire Ross & Digicast Productions. All rights reserved. 7

8 Keep Things Interesting Self-Interest You want to always hook onto at least one human emotions. You want to write content people can really connect to: 1. Feeling important or to gain knowledge 2. Feeling appreciated, liked 3. To reduce a fear, pain or danger 4. To make work faster and easier 5. Protection of loved ones, and 6. Comfortable working conditions. Examples of Safety Communication using Emotional Drivers Do you want to risk living without your hand? Is the safety of your children important to you? How important to you is working in a safe environment? Do you want to be the smartest cookie in the bar? Thank you for all your hard work We re giving free flu vaccinations to keep you healthy 2014 Marie-Claire Ross & Digicast Productions. All rights reserved. 8

9 Keep Things Interesting Group Identity Need to balance between self-interest and the group. Celebrity endorsements, authority figures give credibility Marie-Claire Ross & Digicast Productions. All rights reserved. 9

10 Using Visuals Submodalites for Senses: Visuals size, angle, colour v. black or white, background Auditory tempo, volume, pauses Associated Images An associated image is when you see a picture and it feels like your. Disassociated Images A dissociated images is when you see a picture and it seems to you. Example of dissociated then associated: Marie-Claire Ross & Digicast Productions. All rights reserved. 10

11 Mirror Neurons Your brain has been designed to what it sees and feels in others Marie-Claire Ross & Digicast Productions. All rights reserved. 11

12 Action Steps for Module 2 1. Continue undertaking interviews with your fellow workers. 2. Ask me questions that pop up once you ve done some interviews or during the analysis stage. 3. Use at least one element of surprise during the week (incompletion, ask a question etc) 4. Choose an image that is associated to get your point across Marie-Claire Ross & Digicast Productions. All rights reserved. 12