USING PSYCHOLOGY TO GET THE RESULTS YOU WANT

1. Glyn Parry & Jim Brackin Extra Sensory Perception Limited USING PSYCHOLOGY TO GET THE RESULTS YOU WANT

2. Command the attention of your audience Increase your positive feedback Ensure people actually get your message & amaze inspire USING PSYCHOLOGY TO GET THE RESULTS YOU WANT Seven things you’ll learn today: • 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

4. 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 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 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

5. Form groups of 7-8 Choose a group leader Choose a subject Love Education Group scores 1 point – if everyone in the group has the same word You have 1 minute to individually write down 7 words that mean the same as your subject Group Leader reads group their words

6. 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

7. Pick a memory Score its intensity Change the structure Re-score its intensity

8. 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

9. Colourtendstobemoreengagingthan black and white

10. Moving tends to be moremotivating than still

11. Close tends to be morepersuasive than far away

12. USING PERSONALITY PROFILING TO GUIDE COMMUNICATION

13. In an ideal world we would know our audience’s personality preferences A number of you have completed the ESP online personality profiling test

14. learning styles learning styles 4 4 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 solving Problem 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

15. learning styles 4 If? (what if?) Why? (why not?) How? What?

16. 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

17. 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

18. Imagine if we had, a simple way to understand the motivations, values and language style of donors we could combine science and data to personalise our messages, talk to them in their language and increase our response rates 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 causes I’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%

19. 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

20. 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 causes We can now combine science and data to personalise our messages, talk to them in their language and increase our response rates I’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 of donors

21. Different audiences have different communication preferences

22. WHAT is it? WHY should I be interested? WHAT IF I have the benefit? HOW does it work?

23. 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

25. Glyn Parry & Jim Brackin Extra Sensory Perception Limited USING PSYCHOLOGY TO GET THE RESULTS YOU WANT