DESCRIPTION
This isn’t a classical method, but helps you to face the messages you need to send. Human being ONLY do something, if they have a benefit out of it. This doesn’t have to be on an egoistic and selfish way, but there is a strong need to add value to themselves if the listen, participate or just share their time with you. The benefit can be to “just feel better” after in, therefore their invest time in helping. Or to save money if they apply your method. Or to make spend money for something hanging something to good in their own life. But if you cannoot answer the question “What’s in for me” for your (average) audience, the chances to reach them is harder then it should/could be…
USED BY
…everyone placing positively their message into the heads of their audience.
Approximately needed time
- Step 1: 1.5 hours
- Step 2: 1 hours
- Step 3: 2 hours
- Step 4: 2 hours
- Step 5: 1.5 hours
- TOTAL: 8 hours
METHOD
MATERIAL YOU COULD NEED: Pen and paper
STAKEHOLDER GOOD TO KNOW: …
STEPS
AUDIENCE: identify who you’re talking to…
Understand your audience by giving them the reason to listen/follow you…
Supporting methods: Use any related persona related method
Example: “To make yourself feeling better, donate to the “Whatever inc.”, we invest in knowledge sharing, so kids struggle less.”
STEP-BY-STEP: answer this one question for every persona.
Take every single persona and ask the question. Let the team write down possible answers and share the reason why you came up with this question. Agree to the strongest and most valuable/possible versions.
Supporting methods: Classical brainstorming, SWOT analysis on top in case of too many alternatives.
SQUEZZE IT: implement it to your story
Take the top messages/answeres you agreed on and squezze it into the slides. Identify the right place and way to do so, but to it on the earliest slide possible to ensure the positive tension and the audience willing to follow you.
Supporting methods: Reframing
Example: “Donate 5€ now!” becomes “Create 30min teaching time for kids with just 5€!”
PROMINENT BRANDS USING IT
NGOs and insurances work with 2 different methods: The “negative” 1) “Oh no you broke your leg and lost your job because of… You should have…” or the “positive” “invest x to stay strong and healthy, even in you weak time”
