Notes from “Neuromarketing”

There are 3 Brains

1. The “new” brain thinks. It process rational data2. The ‘middle’ brain feels. It processes emotions and gut feelings3. The ‘old’ brain decides.

Authors say that the limbic brain, the oldest evolutionarily speaking, is the real decision maker.

The Only 6 Stimuli that Speak to the Old Brain

1. Self-centered2. Contrast3. Tangible input4. The beginning and the End5. Visual Stimuli6. Emotion

Self Centered

100% of your message should focus on your audience, not on you.

*Look at web content and brochure content so that even if you’re talking about yourself you are saying “Here’s how this matters to you” or “here’s how this will help solve your problem.”

Your audience must hear what you can do for them before they will pay any kind of attention to you.

Contrast

The old brain is sensitive to clear contrast such as before/after, risky/safe, with/without, or fast/slow.You must create contrast to get your customers’ old brains attentions. Using “neutral statements” such as ‘we are one of the leading providers of’….----is awful.

Tangible InputThe old brain is not qualified to process written language. The use of words, especially complicated ones, will SLOW DOWN the decoding of your message.You r audience will WANT TO THINK ABOUT IT more than they will want to ‘act’ on that decision.It appreciates simple, easy to grasp, concrete ideas like “more money”, “unbreakable”, and “24 Hour turnaround time”

*Use analogies in your explanations—lug nuts, brain is a muscle, strengthen, balance the scales. Also explains why people grasp the pinched nerve analogy. Pain freeStableNot dizzy

The Beginning and the End

Old brain enjoys openings and finales, often overlooks what is in between.*Placing the most important content at the beginning is a must, as is repeating it at the end.Anticipation, or the degree to which we create it, affects our level of attention.When we anticipate we actually produce more dopamine in the “reward center.”

Visual StimuliUse archetypal images to convey the emotional content of your message.*Using visuals smartlycan probably greatly increase the ‘decision.”

EmotionThe old brain is triggered by emotion.We remember events better when we have experienced them with strong emotions.*Use video testimonials to take advantage of voice, facial expressions.*Use strong language in your marketing pieces to evoke fear,joy, laughter, sadness,

4 Fundamental Steps to Tap Into the Old Brain1. Diagnose the pain2. Differentiate your claims3. Demonstrate the gain4. Deliver to the old brain

Diagnose the painOB is highly interested in solutions that will alleviate any pain that it is feeling.Focus on the pain your prospect is experiencing, NOT THE FEATURES OF YOUR PRODUCTS OR SERVICES.

*Dig deep to uncover what the actual pain is depending on your market.*Dr. LISTENS, then formulates a diagnosis and EXPLAINS it. Then the doctor makes sure the patient really UNDERSTANDS and ACCEPTS the diagnosis.

By taking the time to carefully probe, you achieve: Unveil the true source of their pain (good for your marketing specificity and good because the

patient will see you as unique because you have established some contrast. Establish your expertise by the appropriateness and relevance of your questions Establish valuable TRUST with their old brain.

Questions to ask to properly diagnose the pain: What is the source ?

o Researcho Market research

What is the intensity? What is the level of URGENCY requiring the pain to be solved? Is the prospect AWARE of and does he/she ACKNOWLEDGE his/her own pain?

o Many times a prospect’s pain will have multiple solutions from several competitors. So be sure to uncover a pain that is MORE UNIQUE OR PREVIOUSLY UNRECOGNIZED AND GIVE THE PROSPECT TIME TO ACKNOWLEDGE IT.*Talk in brain terms because most people have never been told the brain is the problem, much less exactly what specific areas are the problem. You can start this process with your web materials, free reports and other pre-consult materials.

PAIN FACTORSOURCE INTENSITY TIMING AWARENESSMainly financial High Immediate HighLoss of money

Soft-selling approach adds great credibility for you and builds trust for the future.Repeat back to the patient what they are saying. Could have staff in the room writing down (clipboard, whiteboard, poster). A common mistake made during sales discussions is to start selling too early.

Differentiate your claims“In order to be irreplaceable one must always be different.”—Coco Chanel

To reach the old brain more effectively, you should say (and prove) a contrasted statement like, “We are the ONLY provider of…”

*This is why saying “Dr. X is one of only ## in Texas” is good.When pitched, prospects will be thinking:

How does this compare to other options?o *Massage, PT, regular chiropractic, medication

How does this compare to my doing nothing?o “ignore it” ,”hope it goes away”

Ask yourself “Is my solution UNIQUELY able to cure my prospects’ pain?” If you can quickly point to what is ABSOLUTELY DIFFERENT AND VALUABLE, you can create OB appealing contrast.

*So how do you do that? By training no one else has Equipment is not as good, because your competitors can just buy the equipment

eventually. By diagnosing the problem as neurological and Brain-Based By effective methods to treat the cause (Brain—F and A)

Treat your solution as an invention and build your message firmly on your claims.Claim that you are the only one who DOES or HAS something specific:

Knowledge/certification Equipment Combination of knowledge/certification/equipment

Demonstrate the gainYou need to concretely demonstrate, not just describe, the gain your prospects will experience from your product or service—the benefits of a specific cure to their pain.It’s about PROVEN VALUE.Demonstrating the gain is EXTREMELY powerful.

*Video testimonials*Show and Tell tests during the screening exam

-Finger nose-OLS, Romberg’s-whatever test exacerbates a symptom

Simply “highlighting” the value (value proposition) is not enough: you have prove it.The value must outweigh the cost.

3 Categories of Gain1. Financial Gain or ROI2. Strategic Gain3. Personal Gain

Effectiveness of each proof is largely a function of how easy it is for the prospect to believe it.

4 Ways to Prove the Gain1. A Customer Story: 80-100% Proof

a. The customer you choose as your example should share many common traits with your potential buyer.*What’s your target market? Females, males, age? Use matching testimonials.

The law of social reinforcement stipulates that if we become aware that other people have already accepted a solution to an idea, our natural response will be to more easily accept this solution or idea for ourselves.

*Schedule New Patients when you are busy, when they can see other people who have bought in. In addition, use video testimonials before consult, in the reception area, and after they’ve started care.

2. A demo: 60-100% ProofA demo shows ONE particular benefit or unique quality.

3. Data: 20-60% Proofa. You run a higher risk of your prospects’ old brain raising questions and concerns when

you give it data than when you share customer stories or run demos.4. A Vision: 10-40% Proof

a. Big Pictureb. Only if you don’t have a customer story, a demo, or data. c. Can use to strength your message.

Organize your Proofs of gain

Proof of GAIN Matrix for Your CLAIMSCustomer story Demo Data Vision

FinancialStrategicPersonalFor each gain statement, you need at least one proof of gain.You can follow the matrix vertically by telling a story that includes all three categories or you can use the matrix horizontally by giving multiple proofs in any one of the four categories.As supporting evidence of your claims, they must be tangible, factual, and provable in order to impact your prospect’s Old Brain.

Deliver to the old brainThe more thirst (pain) your prospects are experiencing, the more potential you have to sell them the cure.

*Niche market your services! Look for chronic problems or problems that don’t have high success rates

Words have little or no impact on the Old Brain.

The Six “Selling to the Old Brain” Message Building Blocks1. Grabber2. Big Picture3. Claims4. Proofs of Gain5. Handling Objections6. The Close

The Seven Impact Boosters1. Wording with “You”2. Your Credibility3. Contrast4. Emotions5. Varying Learning Styles6. Stories7. Less Is More

The Six “Selling to the Old Brain” Message Building Blocks1. Grabber

It is crucial to make a powerful impression EARLY. If you do not gain your prospects’ attention early in the interaction, you may lose them forever. This guideline applies equally to all forms of communication, including phone calls, faxes, e-mails, web sites, cold calls and face-to-face presentations.

DO NOT START PRESENTATIONS WITH THE FOLLOWING TOPICS:1. Who you are or what your background is2. The agenda of the presentation3. An overview of your company4. Features of your product or service

IF YOU DO, YOU PROBABLY DIDN’T GET THE ATTENTION OF YOUR PROSPECTS’ OLD BRAIN BEFORE IT SWITCHED INTO IDLE MODE.

The purpose of the grabber is to present your gain upfront. Just like mining for gold, your prospects will stay attentive longer if they actually discover several gold nuggets in the FIRST THREE MINUTES.*Use a condition specific grabbing statement with a gain statement

Types of Grabbers1. Mini-dramas2. Wordplays3. Rhetorical Questions4. Props5. Stories

Mini-dramas

Basically a reenactment of a day in the life of your prospect without the benefit of your product or service. The most effective mini-dramas close with a second act: a reenactment of the same situation WITH the benefit of your product or service.Mini-dramas are entertaining stories that are imbued with emotion.Acting out a story.WordplaysExamples: More bank for your buck. Blue for a better airline? When news gets broken, Blame Us.

Rhetorical QuestionsThey represent an easy, interesting way of providing important information such as numbers, figures and statistics that otherwise may not be friendly to the old brain.

1. What if…questionsa. Can start a presentation with these. But you need to pause after each.

Using this technique you are not forcing the functions or features of your product onto the prospects; you are simply enabling them to visualize how the benefits would positively impact their lives.

Carefully choose the questions to reflect the benefits of your claims Make the questions simple and short. The rule is to ask a question that is shorter than one

normal line of text. Pause for at least 4 seconds at the end of each question. Without a pause, your audience

will not have enough time to think about the answer to the question. Use “What if you…” questions to appeal to the personal, self-centered aspect of the Old

Brain.2. “What do these words have in common?” questions3. “What do these numbers have in common?” questions

a. By using a number in the form of a question, you make sure that the audience’s OB doesn’t fall asleep: it is fast and effective way of presenting important numbers or words with impact.

PropsObjects identified as “tools” have the biggest impact on the Old Brain. The object should have powerful significance in the world of your prospect.

How to Use Props1. Use a prop to illustrate a specific point of your presentation2. Choose a prop that is appropriate in the environment in which you are presenting3. Rehearse

StoriesStories put the audience is a world of sensory impressions that make it impossible for the old brain t differentiate between the reality and the story: the old brain feels that it has lived through the experience even if it has only heard it.

Tips that make for a good story1. Be sure that your story has a point, and make the connection for your audience.2. Make the story personal. Use names.3. Put passion into your story. Add details that prove that you really lived or experienced the

story. Create sensory impressions that help the prospect envision themselves in the story.

Big Picture2 Reasons most images or pictures ARE NOT big pictures.

1. They do not reflect the world of the prospect2. They are not real visuals

a. The visual must be able to be processed in a mode that triggers a real visual processing response.

Contrasted Big PicturesUse ‘before’ or ‘without’ images on the left and ‘after’ or ‘with’ images on the right.

The Six “Selling to the Old Brain” Message Building Blocks1. Grabber2. Big Picture3. Claims

Make sure your claims are memorable by repeating them again and again. Make them short and relevant.

Fool-proofing your claims1. Edit them to make them as short as possible.2. Keep your claims relevant to prospect’s pain, that they provide a cure.3. Repeat your claims so the brain will ‘bookmark’ them.

Good phrases: “the only thing you need to remember is…” “Let me repeat…” “It all comes down to…”

If you have multiple claims, try to narrow them to three.

Strategy: Bulletpoint your claims

o Proof using Grabbers Stories Proofs of gain

Customer story Demo Data Vision

The Six “Selling to the Old Brain” Message Building Blocks1. Grabber2. Big Picture3. Claims4. Proofs of Gain

Delivering tangible proofs is where you should spend 70% of your selling effort.

Tips for building a compelling customer story: Name of customer 3 Common points between the customer and the prospect

o What they suffered, their demographic information, occupation, other unsuccessful interventions

A specific problem solved by your product/serviceo Use condition names if possible, otherwise be very descriptive

What the customer did BEFORE, and what they gained AFTER your product/service.Tips for building a compelling demo:

Can you really show them a visible proof. Is it a hands-on demo or does it require conceptual extrapolation?

Can you do an A/B comparison showing your competitor’s solution? The prospect should clearly be shown why solution is better, faster, or cheaper (financial, personal, strategic).

Tips for using compelling data:Can you give statistical success rates

If you have to use a vision:Can you use a story, analogy, metaphor

If you cannot reasonably prove the measurement of a benefit, FIND ANOTHER CLAIM!

The Six “Selling to the Old Brain” Message Building Blocks1. Grabber2. Big Picture3. Claims4. Proofs of Gain5. Handling Objections

Objections fall into two categories:1. Misunderstandings

a. Restate the objectionb. Step into the objectionc. Hear your prospect outd. Deliver the proofDid that help resolve your concern?

2. Valid objections

The Six “Selling to the Old Brain” Message Building Blocks1. Grabber2. Big Picture3. Claims4. Proofs of Gain5. Handling Objections6. The Close

You don’t really need any closing techniques if you’ve followed the steps sufficiently.The most effective closing technique for the OLD BRAIN is simply to do as follows:

Repeat your claims one final time. “In conclusion, I am the only doctor who guarantees you will:

o Be pain-freeo Not be dizzy any more

o Be able to XX Ask for positive public feedback: “What do you think?” Ask for the next step:”Where do we go from here?” Let the prospect (audience) answer

A note on why positive public feedback works: It is easier for people to make a bigger commitment toward something if they have first made a smaller commitment (The Law of Consistency)

The Seven Impact Boosters1. Wording with “You”

Ask yourself these questions in order to see yourself as the prospect: Why should I, as a prospect, care about a specific feature of your product/service? How will I, as a prospect, really benefit from this feature? How does this feature contribute to reducing or eliminating my pain?

Most of us have been told to communicate benefits instead of features, but there is an even better way to communicate a point by using the word ‘you’ in the process. Focusing on ‘you’ beats focusing on benefits anyway---hands down, every time.

Compare:This copier comes with a sorter and stapler.This copier will save you time by offering a sorter and stapler.Don’t waste your time sorting or stapling!

The Seven Impact Boosters1. Wording with “You”2. Your Credibility

Your credibility factor will contribute a significant amount to your selling effectivenessYou always know credibility when you see it.The old brain is very sensitive to credibility because IT DETECTS CONFIDENCE OR LACK THEREOF.

Credibility is a function of six qualities:1. Your Creativity

The shortcut to creativity is VARIETY.Tips to Achieve Variety

i. Include pictures, audio, or video segments whenever possible.ii. Vary colors in text or copy

iii. Use a different medium than the status quoiv. Use a different speed. Change the tone of your voice.

2. Your Fearlessness Your prospects should not detect any trace of your fear of losing their business. Most decisions are based on fear The old brain can detect signs of fear that are invisible to eye. (the smell of sweat) Our brains can detect danger before we even experience the feeling of being afraid.

The brain initiates physical responses before we have cortical realizationFearlessness might also be called non-attachment. By displaying an attitude of high intention by low attachment to the outcome you send a strong message to the old brain that your are motivated to win their business but that you have no fear of losing it.

How can you learn to have fearlessness?i. Act with high intention but low attachment—Do your best but don’t worry

about the outcome.ii. Keep a positive outlook—emotions are contagious.

iii. Remember that event the best and most brilliant don’t win 100% of the time.

iv. Practice, practice, practice—practice makes permanent not perfect.3. Your Passion

What better to get passion than to understand that you are the ONLY doctor that can truly and profoundly change the lives of people who aren’t getting helped.It’s the conviction of the speaker, the energy, the passion for the cause and THE EXTENT TO WHICH THAT PASSION AND THAT CONVICTION ARE CONVEYED.

How to maximize your Passiona. Learn to measure your level of passion—when are you at your best? Do

your selling thenb. Surround yourself with passionate people—fire staff, fire ‘friends’ and

fire family who insist on sucking the passion out of you.c. Practice and rehearse—you need to OWN your thoughts and words.d. Remember: YOU CAN NEVER BE TOO PASSIONATE.e. Do what you love, and love what you do.

4. Your IntegrityTell the truth, the whole truth and nothing but the truth.

How to Show Integrity Don’t fake it. Just be you. Don’t pretend to be somebody else. Inconsistency causes

the old brain to go on alert. The old brain interprets inconsistency as possible danger.

Be honest. If you don’t know or haven’t treated a condition. Say so, but explain why you can probably help and that you need to see the patient to know for sure.

Know when to say ‘no’ or “I don’t know”5. Your Similarity

To be trusted, look, feel and sound like your prospect’s best friend—especially in your marketing efforts. Customize your message to fit the profile of your prospects.

6. Your Expressiveness7% of the impact of your communication comes from your words (the verbal component) while 38% comes from your voice (the vocal componenet) and 55% percent comes from your body language (the visual component). So why wouldn’t you use VIDEO testimonials.Also, it’s no what you say it’s how you say it.

Writing typically activates only rational thinking handled by the new brain.When you want to persuade people, speak to them. Use video, and at least audio.When it comes to words, two rules apply:1. Your words must be carefully chosen.2. Minimize the number of written words you use, especially when displayed on slides.

DON’Ts of COMMUNICATION1. Use words the prospect may not understand (explain them if you HAVE to use them as

part of your differentiation and contrast building).2. DON’T use expressions like “I think,” “I believe,” or “hopefully”

3. DON”T use non words like ‘umm’ or ‘ya know’4. DON’T use complex sentences5. DON’T use words that are too abstract or do not give a precise measurement of a

benefit.6. DON’T repeat what’s already written on a slide, or worse, read your slides word for

word.7. DON’T say “I will try to demonstrate…” Do or do not. There is no try.

1. DO utilize pauses. Helps audience process and helps highlight an important point.2. DO use simple, precise and concrete words.3. DO use the specialized vocabulary of your prospects.4. DO use short and simple sentences.

12 most persuasive words in the English language (from David Peoples “Presentations Plus” and Yale University)

1. You2. Money3. Save4. New5. Results6. Easy

7. Health8. Safety9. Love10. Discovery11. Proven12. Guarantee

David Peoples’ most powerful combinations of words are: Thank you. Would you please? What do you think? I am proud of you.

Your Voice: The old brain’s sensitivity detectors are pre-verbal, they are activated by tone of voice and body language, not by words.The human voice is characterized by six parameters that you should use:

1. Pitch2. Tone3. Tempo

4. Rhythm5. Emphasis6. Pauses

The most effective way to reach the old brain is with your “best friend voice” vocally and in print. Communicate the way you naturally do with pauses and variety of voice.

Research shows:A voice with a lower pitch is more persuasive.People who speak about 20% faster than average have more influence.

Take the time to analyze a recording of your voice both video and audio during a presentation. What do you sound like? If you were the prospect, would you buy from you?

Expressiveness: Your body language Maintain strong and purposeful movement.

Use gestures and facial expressions to reflect energy and attitude. Eye contact is most important.

Make sure you always remain facing your audience. Dress appropriately and be aligned with your listeners. Use as much space as reasonably possible. When you take control of the ‘stage’ (and

your audience’s attention), your fearlessness greatly increases your credibility. Involve the audience. Ask the audience to move, say key points, or answer questions

that may have otherwise been rhetorical

Expressiveness: Your eye contactWhen your eyes meet the eyes of the prospect, the old brain makes a direct connection. If your audience is made of several people, it is important that you make eye contact with every one of them for at least 4 seconds.

How to build your credibility factor: Get smart. Obtain knowledge and certifications. Social proof

o Video testimonials that are visible and distributed.o Written testimonials with pictures of the patient.o Schedule New Patients when you’re busy.

Wrap the package (with full credit to Joel Bauer).o White jacketo Scrubs maybeo Stethoscope maybeo No facial hairo No golf shirtso Shirt and tie

The Seven Impact Boosters1. Wording with “You”2. Your Credibility3. ContrastA sharp contrast is often needed help it make a decision.Mini-dramas, contrasted big pictures and stories can easily generate contrast. Think of infomercials, although I’m not suggesting you want to go that large because that might create an inconsistency of tone.

Think of contrast in terms of: Before/After Without your solution/With Your Solution You/Your competition Now/Later

The Seven Impact Boosters1. Wording with “You”2. Your Credibility3. Contrast4. Emotions

Use all available tools to evoke emotions in your prospects because even if they don’t buy right now, they will remember your message.

Most of these strategies are direct attempts to exploit what the right brain does.

If you were a prospect and viewed your marketing, would you be compelled to act, or even to remember the presentation beyond a few hours or days?

The Seven Impact Boosters1. Wording with “You”2. Your Credibility3. Contrast4. Emotions5. Varying Learning Styles

One of the most important things you can learn about yourself is your information-gathering style. Visual channel-seeing to learn. Auditory channel-hearing to learn. Kinesthetic channel-touching to learn.

Test: How many window are there in your house or apartment?The visual mode is the native mode of the old brain.

Read the following sentence and count the number of fs it contains. When you are finished counting the fs, write down the number you found:

It is only after ad through examination of the prospect’s pain that the astute seller will demonstrate the proven value of her uniqueness. She will do so with the impact of a grabber that uses the three learning channels of her audience.

The correct is answer is 5. It typically takes auditory people several tries before they find all 5 fs because when they read ‘of’, the hear the v sound, which does not include an f.

Another test:Relax and take a deep breath.I’m going to show you a specific word. Try to remember the first thing that comes to your mind when you read the word.

bellWhat’s your first instinct? Hear a bell? See a bell? Feel or touch a bell?

I saw the setting sun.I heard the bell.The sun heated the asphalt until it was as hot as fire.

40% of people are visual. 40% are kinesthetic. 20% are auditory. Address all three channels in your efforts.

Most messages are auditory. Make yours more visual and kinesthetic. Use video and demos and iconic images.

A diagram that has to be ‘read’ in order to understand it is not primarily visual, but auditory.A diagram whose shape carries significance is better for visual channel.

Retention increases from 14 to 38 percent when listeners see, as well as listen to a presentation.Group concensus is 21 percent higher in meetings with visual aids.The time required to communicate a concept is reduced by 40 percent with the use of effective visual aids.

Tips On Accessing all 3 Channels

Tell Stories-when well done, they create sensory impressions that use all 3 learning channels. The old brain is made to believe that the story really happened to him or her.

Use good visuals—your slides should create a higher level of understanding by providing real visual information.

Involve the audienceo Ask questionso Have them raise their handso Let them agree or disagreeo Let them talko Let them create exerciseso Let them touch propso Let them perform a demo themselveso Give them positive reinforcement when they participate.

Use words that involveall 3 channels.o See what I meano I hear youo It feels good, doesn’t it?

What do you think? Doesn’t favor any particular style because if you’ve adequately addressed all 3 channels you will have a higher percentage of good responses to your message.

The Seven Impact Boosters1. Wording with “You”2. Your Credibility3. Contrast4. Emotions5. Varying Learning Styles6. Stories

Stories should be mandatory in every presentation.

To create a good story, it is essential to: Create a world of sensory impressions using visual, auditory and kinesthetic clues Clearly connect the story you are telling with the world of your client: why should they care? Make sure your story really has a point or a punch line.

The impact of the story depends on the content and the delivery.As far as content, start with the pain of your audience, followed by your unique claims and the supporting proofs of gain.

The Seven Impact Boosters1. Wording with “You”2. Your Credibility3. Contrast4. Emotions5. Varying Learning Styles6. Stories7. Less Is More

Make your message shorter. You should focus only on the top 3, or even simply the number one benefit that would cure your prospects’ number one pain. Your prospect’s old brain likes to keep it simple.

Instead of giving ALL the reasons they should buy from you, just focus on one to three claims that address their pain.

Ask yourself “So what? Will this piece of information help me make a buying decision?”

Your Print Ads

1. In printed ads, 75% of your time should be spent on DIAGNOSING THE PAIN. List the main areas of pain, and then focus on the top pain.

Since the headline is worth more than 50% of the power of the print ad, it SHOULD BE A GRABBER THAT DEALS BOTH WITH THE PAIN AND THE RELIEF BROUGHT BY YOUR SOLUTION.

2. Choose one claim (2 maximum) and focus your entire message around the pain that can be cured by your specific claim.

3. Demonstrate the gaina. Proof of gain should be CLEARLY ILLUSTRATED IN THE PICTUREb. Or “Go to www.xxx.com for proof.”

4. Deliver to the old brain.Spend the remaining 25 % here. Creativity is the key. Not so applicable for lead generation unless you have the money and space to really do a large ad. But you could do a grabber headline with appropriate text that links to a site that develops the rest of the content on a larger scale –the landing page.

Could use a picture as a grabber. And that doubles as a diagnostic.Make sure you are making their current situation without your solution look painful!

Your Web Site

1. Who is the target market?What is the purpose of the site?The old brain is not interested in reading about other people’s pain that is not like their own. You may want to create different entry points on your site (condition specific).

2. Choose 2 or 3 claims. Focus all your messages around the pain related to these claims.3. You should as little text as possible in your opening message. Provide links to pages with written

details, pictures, sound. Include video or audio whenever possible.4. Use a grabber that makes your prospect re-experience their main pain. Use a big picture that

visually shows how you will impact their world. Repeat your claims throughout the pages.

Your Speeches

1. Find the most common pain of the attendees. Be as specific as possible. Select the most acute pain. Ask your audience if they agree with your diagnostic, and indentify a few head movements as a ‘yes.’

2. Choose claims that correlate with the pain that you have identified.3. Choose proofs that are the strongest and most relevant.4. Use all the Message Building Blocks.

a. You may insert your credentials into the speech, but preferably, do it after you grabber. Your introduction should establish your credibility so the audience is open to receiving your information as an expert in your field.

b. Go for impact.c. Keep the room cold and well-lit.d. Use real pictures, video clips.e. Involve the audience.f. Minimize the amount of text.g. Use variety in color, voice and movements.h. Move from behind the podium and use as much space as possible.i. Address the audience directly and individually, establishing and maintaining eye contact

with the people in the front rows.j. Rehearse. Do not read from your slides.