Not Just the Facts Ma’am:Getting Your Message to Matter

Not Just the Facts Ma’am:

Getting Your Message to Matter

Content provided for educational, non-commercial purposes.

Why can’t we present just THE FACTS?!

Because we have shorter attention spans than goldfish.

“Vivid” Communication gets attention and aids recall.

Without ATTENTION, there is no RECALL…

Without recall, there is no ACTION.

How many blue squares did you see?

How many orange circles?

It’s good to stand out in the crowd.

Conclusion slide

Appeal to Emotion

Tell a StoryUse Vivid Imagery

Strategy 1:Connect to

Emotion

A

Which got the most clicks?

B

B

Emotion gets

attention.

What is emotion?

Acting

Knowing Feeling

Emotional appeals support knowledge &

action

Pitch in, America!

Make it safe to join inOakland Recycles!

Seeing someone “just like me” feels inclusive

Place-based humorSource: SF Environment

Connecting with humorConnecting with humor

Humor aids recallHumor aids recall

Feeling good about choices

Encouragement works

Thank you’s boost feelings of social

worth…

…and increase receptivity to do

more

Emotion makes your outreach go further.

Strategy 2:Storytelling

A hero’s journey

What is storytelling?

Why does it work?

StoryFacts

Facts vs. Stories

Facts

$1.14

$2.38

Story

Real life stories

Storytelling for Businesses

Source: Greenbiz.com

Stories address barriers

Strategy 3:Vividly Present

Facts and Data

What is vivid communication

Source: Clean Air Campaign, Georgia

Vivid Words: Naked Attic

Make invisible visible

July 2011 August 2014

Source: BuzzFeed.com

Illustrate the dataSource: Chasing Ice documentary (chasingice.com)

Relate to what you know

Source: Chasing Ice documentary (chasingice.com)

Infographics illustrate data

Source: https://medium.com/

Games teach quickly

Games spark memory

Conclusion slide

Appeal to Emotion

Tell a StoryUse Vivid Imagery

How do you choose?

Define Objectives

Research

Strategy

Create Campaign

Testing

Adjustments

Rollout

Evaluation

Creative development is part

of a strategic process

Know your community. Research

helps.

Use EmotionKey Awareness Strategy:

Get Attention

Embed in Stories

Enhance brochures, newsletters

Tell a StoryPersuasion:

Overcome Barriers

Newsletters, Video, Presentations

Letters, Direct mail

Vividly Present FactsPersuasion & Confirmation:

Overcome barriers, Provide feedback

Newsletters, Presentations, Brochures, Social Media

Technical Assistance, In Person Outreach, Audits

Afraid of emotion? You’re not alone.

Conclusion slide

Appeal to Emotion

Tell a StoryUse Vivid Imagery

Conclusion slide

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