| After you're finished making a presentation and you | | | | because it summarizes the main point of my Story |
| leave the room, what sticks? What did you say or | | | | Theater Method storytelling technology, which is that |
| do that was memorable? | | | | your core message must contain an emotional trigger |
| As Karen Post, the Branding Diva, says, "Many of us | | | | to get into peoples' heads. |
| operate in a space where many others offer a similar | | | | To turn that phrase into a Phrase That Pays, one |
| product or service. If you want to stand out, you | | | | that tells people what I want them to do, I needed |
| have got to be distinct, compelling and memorable. | | | | to make it into a call to action. I simply created the |
| Boring, ordinary and like everyone else simply does | | | | Phrase That Pays: Flip The Emotional Trigger Switch. |
| not fly."* | | | | Notice the use of the verb Flip. |
| In this article I want to talk about why branding is | | | | Emotion is the Fast Lane to the Brain is a concept. |
| critical when you're making a speech or presentation. | | | | Flip the Emotional Trigger Switch is a call to action. It |
| As you know, it's not just what you say that's | | | | tells my presentation skills students what they need |
| important, it's what people remember. If you speak, | | | | to do to be more compelling and engaging, they need |
| and your audience or customer deletes what you say | | | | to Flip the switch, the emotional trigger switch. |
| within minutes, you've failed. You can't sell anything; a | | | | And here is something really interesting, one of those |
| product, service or idea, if you cannot make a | | | | synchronicity things that just makes you smile... while |
| convincing argument that continues to influence the | | | | I've was writing this article and podcast - I received |
| decision-maker after you leave the room. | | | | an email from someone who was in one of my |
| In speaking, branding has two elements: the right | | | | audiences 7 months ago. These are his exact words. |
| words or phrase, and the musical and rhythmic | | | | "I bored my class last week. There, I said it. After |
| delivery of those words or that phrase. These two | | | | attending your session at SPBT in May, I was a total |
| elements are equally important. | | | | convert to your use of emotion technique. By |
| Consider product branding in TV commercials. A | | | | November, I was back to my old failing techniques. |
| concept is developed that is built around a theme. | | | | As I was reflecting on my failure to capture their |
| Right now Wal-Mart is blitzing the airways with an ad | | | | attention, it is the emotional connection that would |
| campaign built around the theme, Save Money. Live | | | | have fixed the problem. I had technical information |
| Better. The next time you see it, listen to how that | | | | soooo complex to help them solve all their problems |
| phrase is delivered. It is consistently delivered with | | | | with my product. And nothing but rolled-back, glassed |
| the same music and rhythm. | | | | over eyes looked back from the seats." |
| Home Depot has built their brand around the phrase, | | | | It's obvious from his comments that my phrase that |
| You Can Do It -We Can Help. Once again, listen to | | | | pays about emotion is the fast lane to the brain was |
| the musical and rhythmic delivery. It's not musical | | | | mental Velcro because here he is 7 months later |
| because they sing it - although many brand phrases | | | | remembering me and my presentation and that what |
| are sung - it's musical because the phrase is spoken | | | | was missing from his presentation was the emotional |
| with a carefully chosen cadence and rhythm that is | | | | connection. This works guys - it's mental Velcro. |
| consistent. | | | | Consider your next presentation. It can be a |
| How is this relevant to speaking and sales? While | | | | one-on-one sales presentation or a speech in front of |
| working with clients like Microsoft, Hewlett Packard | | | | 600 people. To make it more memorable, answer the |
| and Cisco, and in industries as varied as construction, | | | | following questions: |
| insurance, health care, pharmaceuticals and education, | | | | · What is the one thing you want your |
| everyone I work with struggles with the same issue. | | | | listener to remember? |
| They talk too much and say too little. In other | | | | · What do you want them to do differently |
| words, they overwhelm their listener with too much | | | | or more consistently? |
| content, too many words. And in the end, nothing | | | | Next, play around with phrases that summarize the |
| sticks. | | | | one thing you want them to remember. Play with |
| If nothing that you say sticks, nothing sells. What is | | | | multiple word combinations. Look to TV |
| needed is a phrase that acts as mental Velcro. You | | | | advertisements and magazine ads for clues. Do this |
| need a Phrase That Pays! | | | | with your team or by brainstorming with a group of |
| Here are the criteria for a good Phrase That Pays: | | | | friends. Use the following criteria to come up with |
| - It is short and sweet: 2 - 6 words | | | | something memorable: |
| - If it's more than 6 words, it should be in two parts | | | | · Try not to use a phrase that's been used |
| that are rhythmic (like You Can Do It - We Can | | | | before (no Just Do It rip-offs please). |
| Help). | | | | · Write a list of verbs that can be the action |
| - It is a call to action. Make the first word a verb | | | | you want people to take. |
| whenever possible. | | | | · Get creative. Get quirky. |
| - It summarizes the main point of your presentation. | | | | · Don't edit out weird ideas in the creative |
| - It is repeated (called back) multiple times. | | | | process. |
| - It is always spoken within the same rhythm and | | | | · Think non-linear. |
| cadence. | | | | · Be contrarian. |
| Branding is about having one consistent message, | | | | Here are some examples to stimulate your creativity: |
| one consistent imprint that is repeated so often and | | | | · Walk small. |
| so consistently that it sticks to the brain of the | | | | · Take your thyme. |
| intended audience like mental Velcro. It must be | | | | · Outsmart your inner critic. |
| imprinted visually, verbally, vocally and emotionally to | | | | · Lose the blues and go green. |
| be effective. | | | | · Check your baggage (double meaning). |
| In all of my programs on storytelling, Emotional | | | | · Hang up your hang-ups. |
| Eloquence and influence, I use one consistent phrase: | | | | The next time you make a presentation, use your |
| Emotion is the Fast Lane to the Brain. When I speak | | | | Phrase That Pays three times. You'll see immediate |
| it, I always syncopate the delivery of those words | | | | results. Your phrase will be memorable and so will |
| exactly same way. This is how I say it: | | | | you. |
| Emotion (beat) is the Fast Lane (beat) to the Brain. | | | | Until next time, present yourself well. |
| It's a catchy phrase and people love it. It sticks | | | | |