As Simon Sinek tells us, to motivate people you need to go beyond telling them WHAT they should do to giving them a WHY. And the WHY needs to be more than logical facts; it needs to have an emotional content for the audience.
Adam Grant, a Wharton professor, demonstrated this fact in a controlled study involving fundraisers. All of the university fundraiser were given call lists and were armed with reasons that people should donate: they’re raising funds for scholarships to help students who need them. Some callers were able to share with the recipients a five minute story by a scholarship beneficiary. These recipients spent more than double the amount of time on the phone – but generated triple the donations as compared to the recipients who had no contact with the beneficiary’s story.
In other words, these callers had a double-emotional tool to help them with the calls: the callers were charged as they “felt” why their jobs existed and the recipients could identify with the beneficiary. In all probability, the success is synergistic 1+1=3, because they caller feels more involved in delivering the story.
This double-impact phenomenon is key to the success of many presenters. When a presenter designs a presentation to include personalized appeal – stories, graphic images, pictures and videos – two things happen: the audience connects better with the content and the presenter becomes feels more engaged with it as well. Again, a 1+1=3 synergy takes place because by taking the time to find just the right content to connect with the audience, the presenter’s authentic passion is heightened.
So don’t cut corners when delivering messages. As we discuss in our training/coaching programs, take the time to find compelling stories, pictures and quotes; your involvement in finding the right material increases your energy and power when presenting, and produces more winning results! What’s your experience in personalizing a presentation to make it more powerful? Share with us.