Transcript 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 Goto (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-ofpocket 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
HELPER
CANDIDATE
Vision & values
MAIN CHARACTER
Voters
Source: Hattaway Communications
OBSTACLES
OBSTACLES
Antagonists
Attitudes
Bad policies
Circumstances beyond control
GOALS
Voters’hopes
hopes
Voters’
values
&&values
Aspirational Model Message
ASPIRATIONAL
We 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.
EMOTIONAL
Inspired to get involved and hopeful we can make our neighborhoods better.
SOCIAL
Our campaign represents the diversity of Boston—we’re new Bostonians, long-time Bostonians, and life-long Bostonians.
We care about our communities.
CONTRAST
He is an experienced community organizer, born and raised in Boston.
ISSUES & POLICIES
More 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, MSW
[email protected]
301.585.0341
adhousecommunications.com