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PersuasiveCommunication,[object Object],How a strong message can influence thinking, behavior and beliefs,[object Object],Abbie Lundberg, Lundberg Media,[object Object],abbie@lundbergmedia.com,[object Object]
Clear, purposeful communications can... ,[object Object],remove obstacles,[object Object],build support,[object Object],change perceptions,[object Object],influence behavior,[object Object],speeddecision making and action,[object Object],Photo by 96dpi,[object Object]
“,[object Object],The single biggest problem in communication is the illusion that it has taken place.,[object Object],-- George Bernard Shaw,[object Object],”,[object Object]
A funny thing happened on the way to the listener...,[object Object],Message,[object Object],Sender,[object Object],Receiver,[object Object],Decoding,[object Object],....,[object Object],Channel,[object Object],....,[object Object],Encoding,[object Object],....,[object Object],.…Feedback.…,[object Object],…. = Noise,[object Object],anything that  distorts, distracts or interferes with the communication process,[object Object],Adapted from a communication model by James L. Gibson, John M. Ivancevich and James H. Donnelly, Jr., 1973,[object Object]
100%100%,[object Object]
Attention!,[object Object],Photo by Rolfe Kolbe,[object Object]
“Informationconsumes attention.A wealth of information creates a poverty of attention.”- Herbert Simon,[object Object]
Persuasion requires change     ,[object Object]
Increase Signal,[object Object],Reduce Noise,[object Object]
effective communication,[object Object]
focused,[object Object]
relevant,[object Object]
clear,[object Object],Jargon,[object Object],Acronyms,[object Object],Ambiguities,[object Object],Abstractions,[object Object],Photo by 96dpi,[object Object]
repeated,[object Object],Photo by John Morgan,[object Object]
engaging,[object Object]
Sellthe problem, not the solution,[object Object],Showhow yoursolutionuniquely solves the problem,[object Object],Askforagreement,[object Object],Stop!,[object Object]
questions		discussion,[object Object]

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Persuasive Communication

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Notas do Editor

  1. Hard enough to inform: information exchange from one brain to anothereven more challenging to persuade: influence someone’s thinking, behavior, beliefsImages in this presentation are from istockphoto or flickr creative commons license
  2. Most people focus on the front end of this model. If want to be successful communicator, have to pay attention to the whole thing.
  3. Not a 50/50 proposition; if want to be an effective communicator, have to take100% responsibility for understanding other people100% responsibility for other people understanding youSo What’s Your Point? By Jim & Bond Wetherbehttp://www.amazon.com/Whats-Your-Point-James-Wetherbe/dp/1883096014
  4. Attention is single most important resource in communicationScarceW/out it, can’t explain, sell, influence anythingPeople only absorb information when they pay attentionWithout capturing attention, game over
  5. Trouble is, information pollution creates scarcity of attentionAttention economicsInformation explosion, ubiquityIn 2010, over a zettabyte of digital information> 500 million Facebook pages70 million pageviews/month on SlidesharePeople watch 2 billion videos a day on YouTube and upload hundreds of thousands of videos daily. In fact, every minute, 24 hours of video is uploaded to YouTube.
  6. NeurosciencePrefrontal cortex strengths: sophisticated, complex, quick limits: only hold 3 concepts in mind; burns a lot of fuelWhat this means for learning anything new. Communication is learningDiscomfort when push beyond natural limitsImplications for client communication
  7. 5 attributes of effective communication
  8. Only as much information as you need for them to understand – and NO MOREwhat do you want them to understand?what do you want them to think or do differently?three key pointsFive subpointsDon’t muddy or confuse w/extraneous information
  9. It’s all about THEM. Be OTHER focused.What do they care about? What is their point of reference?The myth of objectivity. Everything’s filteredCrucial to build rapport, trust. Easier to do if come from their point of reference.
  10. Clear communication is simple, precise, specific[speak to each]Ambiguities & abstractions: meaning of speed or quality or service, e.g.Be specific
  11. Repeat to remember. Remember to repeatEffective repetition: variations on a theme
  12. People learn, remember, when they pay attention, engageShow don’t tellStory, metaphor, analogy, example, humor, emotionDemonstration – why we love JuliaQuestions engage the attentionWe focus so much on the information and spend little time on deliveryHow trumps WhatProcess overshadows content (credibility, rapport)
  13. Persuasive communication modelPeople aren’t in the market for solutions to problems they don’t see or understand (William Bridges)