the science behind clear, concise & compelling content

The Science Behind Clear, Concise &

Compelling Content

DISCLAIMER!

11 million bits– what the human body sends to the brain for processing each second

50 bits – what the conscious mind seems to be able to process every second

2,000 - 5,000 – the number of ad messages a day you see if you live in a city

Sources: Claude Shannon & Yankelvich Research 

WHAT: Psychology, social science, political science, physiology and the subconscious mind

WHY: Helps us better understand behavior and interactions

PROBLEM: Preaching to the converted

SOLUTION:Focus on behavior

“Like fans at a sporting contest, people deal with evidence selectively to promote their emotional interest in their group. On issues ranging from climate change to gun control, from synthetic biology to counter-terrorism, they take their cue about what they should feel, and hence believe, from the cheers and boos of the home crowd.”

-Dan Kahan

Fixing the communications failure

Nature

January 2010

PROBLEM:Beliefs vs. Facts• Motivated Reasoning• Cognitive Dissonance

SOLUTION:Understand and use values-based messages• Telescope Effect• Aspirational Model

TELESCOPE EFFECT:

ASPIRATIONAL MODEL:

Source: Hattaway Communications

PROBLEM:Ego-centric Bias• Fluency Theory

SOLUTION:• Narrative Model

At-Risk Assist Around Analysis Action Plan Action Accountability Access Buy-In Branding Best Practices Benchmarking Baseline Collaborative (n.) Cultivate Critical Mass Convener/Convening Continuum Consensus/Consensus Building Connectivity Quotient Conceptualize Comprehensive Community Challenges/Challenged Capacity Dive/Drill Down Diversity Disincent Dimensionalize Empowerment Engagement Entity Entrepreneur Environment Extrapolate Framework Funding Go-to (adj.) Granular Grassroots/Grasstops Impact Implementation Incent/Incentivize Inclusiveness Infrastructure Initiative Intensive Knowledge Products Linkage Learnings Leverage Mad Words Mainstream Marginalize Maximize Mechanisms Metrics Modality Myriad Nimble (adj.) Onboard (As a verb) Operationalize Out-of-pocket Outcomes Outreach to/On the same page Ownership Outside the Box Paradigm Parameter Partnership Persons Planful Proactive Provide/Receive Ramp Up/Roll Out/Windtunnel Real-time Resources/Resourced Robust Scale Sea Change Sector Setting Signage Site Social Space Stakeholders Strategy Structure Structured/Crafted Supports Sustainable Synergy Systemic/Systematic Systems Targeting Technical Assistance Thought Leader Throughput Tools Traction Underserved Unpacking Utilize Value Added Value Proposition Venture Vibrant Vulnerable Visionary Who Moved My Needle?

Source: Hattaway Communications

Narrative Model Example

CANDIDATEVision & values

Voters

Voters’ hopes& values

MAIN CHARACTER

HELPER

OBSTACLESOBSTACLE

S

Voters’ hopes& values

GOALS

AntagonistsAttitudesBad policiesCircumstances beyond control

Source: Hattaway Communications

Aspirational Model Message

ASPIRATIONALWe want everyone’s voice to be heard by government. We want everyone to live in a neighborhood they are proud to call home. We want people to work together to strengthen their communities.

EMOTIONALInspired to get involved and hopeful we can make our neighborhoods better.

SOCIALOur campaign represents the diversity of Boston—we’re new Bostonians, long-time Bostonians, and life-long Bostonians. We care about our communities.

CONTRASTHe is an experienced community organizer, born and raised in Boston.

ISSUES & POLICIESMore responsive government, jobs, crime and education.

Source: Hattaway Communications

Questions?

RESOURCES:

-The Communications Network• Jargon Finder - http://www.comnetwork.org/category/jargon/

• The Science of Communication Speaker Series

-The Hidden Brain - http://www.hiddenbrain.org/

-Hattaway Communications

-Jonah Berger - Contagious

Amrit Dhillon, MSWamrit@adhousecommunications.com

301.585.0341adhousecommunications.com