1/13/2011
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ACS Webinars Classics Delivering a Dynamic Presentation Nicklas Washienko, Washienko Communications and Boston University. www.acswebinars.org/washienko
Propel Your Career – Networking Tips and Strategies for Success Cheryl Martin, Executive in Residence with Kleiner, Perkins, Caufield and Byers. www.acswebinars.org/martin
ACS Webinars. On Demand. www.acswebinars.org/archives 3
ACS WEBINARS™ January 13, 2011 Persuasion: A Crash Course for Scientists and Chemical Professionals
Lou Hampton
John Christensen, Moderator
Please submit your questions for the speaker via the Questions Panel in GoToWebinar
Download slides: http://acswebinars.org/hampton Contact ACS Webinars™at
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“
To just invent something and have a great idea is a lot of work, but it is not enough. [You need to know] how to get people excited.
”
- Larry Page, Cofounder of Google, Inc.
What’s a presentation worth? 15-Minute Presentation + 15-Minute Q&A = $2.5 Million Grant
Markus Covert, Ph.D. Assistant Professor of Bioengineering Stanford University
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Adopt a
persuasive mindset
X X X X
Audience Listener Customer/Client Boss
Beneficiary
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Creating Persuasive Messages in
8 Steps
Step
1 Focus on the Result
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What constitutes a
Step
2
good result?
Think…
WHAM!factor™ 6
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What Here Applies to Me?
X
Follow the Golden Platinum Rule:
Treat others the way
THEY want to be treated.
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Step
3
List everything you might say that would get the beneficiary to agree on your desired result.
Persuasion Social Proof Good for them? Must be good for me. Consistency – Repeat comfortable behaviors
Reciprocity – Give and Get
Robert Cialdini’s Weapons of Influence Scarcity – Loss trumps gain; rare more valued than common
Authority – Experts must know
Liking – We help friends
Adapted from Robert B. Cialdini, Ph.D., Influence: How & Why People Agree to Things. 1984
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Step
4
Review Listed Items and Flag
No WHAM!factor™ Too Complex Interesting but not relevant
Step
5
Create 3 messages from the items on your list that will move your beneficiary to your targeted result.
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“
Persuasive Messaging is the Art of Sacrifice.
”
- Lou Hampton
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Step
6
Prove your messages & make them memorable
Memorable Proof (technical & internal persuasion) High-impact (significant) data Relevant results from other researchers Case studies/examples Personal experience Demonstrations (live or video) Comparisons & analogies Beneficiary’s relevant research & interests
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Sound bites (news media & public) The story Comparisons & analogies Vivid words Trends Clichés
Step
7
Identify anti-persuasive elements…
…& plan how to
eliminate (or minimize) them.
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Barriers your beneficiary faces
Too many distractions Too little time Too many choices Too few resources Too much risk Result too complex/difficult Comfort of the status quo Insufficient $$$/resources
Barriers your beneficiary faces
Too many distractions Too little time Too many choices Too few resources Too much risk Result too complex/difficult Comfort of the status quo
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Option 1
Step
8
Test and Revise
1
Focus on the result
2
Think… WHAM!factor™
3
Write a list of everything you might say
4
Review listed Items and flag
5
Create 3 messages
6
Make them memorable
7
Identify & eliminate anti-persuasive elements
8
Test and revise
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Resources - Books
Resources - Internet Eric Berlow: How complexity leads to simplicity http://www.ted.com/talks/eric_berlow_how_comp lexity_leads_to_simplicity.html Almost anything at http://www.TED.com My blog: http://www.SpeaktoLead.com
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Q&A SESSION Persuasion: A Crash Course for Scientists and Chemical Professionals
Lou Hampton
John Christensen, Moderator
Please submit your questions for the speaker via the Questions Panel in GoToWebinar
Download slides: http://acswebinars.org/hampton Contact ACS Webinars™at
[email protected] 31
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1/13/2011
Q&A SESSION Persuasion: A Crash Course for Scientists and Chemical Professionals
Lou Hampton
John Christensen, Moderator
Please submit your questions for the speaker via the Questions Panel in GoToWebinar
Download slides: http://acswebinars.org/hampton Contact ACS Webinars™at
[email protected] 36
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1/13/2011
Didn’t get your question answered? Email me at
[email protected] Put “ACS Question” in subject line Ask the question. I will answer in one of three ways: • by email or phone • by referring you to another resource • by using the question as a topic for a blog post and notifying you when it posts.
A Crash Course for Scientists & Chemical Professionals
ACS Webinar Special Offer Complimentary 30-Minute Consult Qualification process: Email me at
[email protected] with the following Lou Hampton : 1. Put “ACS Consult” in Subject line 2. Describe what you found valuable in the webinar. 3. Tell me how you will use the information. 4. Summarize the issue(s) you want to discuss during the consult & your desired result from our talk. 5. Persuade me that I should choose you! I will select 10 (if you’re really persuasive I might choose a few more) persons and we’ll schedule a time to talk.
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A Crash Course for Scientists & Chemical Professionals
[email protected] 202.686.2020 Blog: http://www.SpeaktoLead.com The Hampton Group, Inc. 5335 Wisconsin Avenue NW, Suite 440 Washington DC 20015 Lou Hampton
Be confident. Be convincing. Be remembered: Get Results!™
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Upcoming Webinars www.acswebinars.org/events
Thursday, January 20, 2011
Financial Planning for Scientific Professionals – Strategies for the New Year Ted Sarenski, CPA/PFS, CFP, Blue Ocean Strategic Capital.
Thursday, January 27, 2011
Do Business Skills and Chemistry Skills have to be like Oil & Water? Lynn Leger, Commercial Development Director, GreenCentre.
Contact ACS Webinars™ at
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ACS Webinars™
ACS Webinars™ does not endorse any products or services. The views expressed in this presentation are those of the presenter and do not necessarily reflect the views or policies of the American Chemical Society. Download slides: http://acswebinars.org/hampton 42
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1/13/2011
ACS Webinars Classics Delivering a Dynamic Presentation Nicklas Washienko, Washienko Communications and Boston University. www.acswebinars.org/washienko
Propel Your Career – Networking Tips and Strategies for Success Cheryl Martin, Executive in Residence with Kleiner, Perkins, Caufield and Byers. www.acswebinars.org/martin
ACS Webinars. On Demand. www.acswebinars.org/archives 43
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