what sticks part 2
TRANSCRIPT
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Improving Communication
Written and Presented by: Michael Evanchan
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What Sticks?Part 2
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Based on the book:
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2 Steps1) Find the Core
2) Apply SUCCESs
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SUCCESs
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Simple
UnexpectedConcrete
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Making the right associations help others
believe, care and act
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Credible
Story
Emotional
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Credible
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How do we make them believe?
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External Credibility
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Experts
Celebrities
Clients
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Internal Credibility
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Details & Statistics
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“Statistics aren’t inherently helpful, it’s the scale and context that makes them so”
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“Statistics aren’t inherently helpful, it’s the scale and context that makes them so”
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Form an Association
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Emotional
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What do people care about?
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People care about themselves
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Form an Association
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Don’t Care
Care
Association
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Story
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Drive Action
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Spotting the right stories help simulate and inspire
action
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Spotting the right stories help simulate and inspire
action
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Spotting the right stories help simulate and inspire
action
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us to actTeaches
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us to actInspires
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What Sticks?
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2 Steps1) Find the Core
2) Apply SUCCESs