• Approach
  • Solutions
    • Advisory Services
    • Pitch Support
    • Skill Development Programs
  • Case Studies
  • Our Clients
  • Our Team
  • Blog
  • Contact Us

Call us at +61 2 9235 1400

Find us
info@milanpartners.com
Subscribe to The Vibe
Milan PartnersMilan Partners
  • Approach
  • Solutions
    • Advisory Services
    • Pitch Support
    • Skill Development Programs
  • Case Studies
  • Our Clients
  • Our Team
  • Blog
  • Contact Us

Communication that changes behaviour (or why I bought a Keep Cup)

Home BlogCommunication that changes behaviour (or why I bought a Keep Cup)

Communication that changes behaviour (or why I bought a Keep Cup)

May 31, 2017 Blog
 
Today, when I got to the front of the queue at my favourite cafe, instead of ordering a skim piccolo I found myself ordering a Keep Cup. And a skim piccolo. No one was more surprised than me. Until now I’d vaguely thought it was a good idea, but it seemed inconvenient so I’d never seriously considered it. So who and what changed my thinking enough to compel action? Craig Reucassel and his groundbreaking program War on Waste did.

Given frequently in our professional communication we’re trying to change the way people think and behave, there are some lessons in his powerful communication for anyone who wishes they had more influence. So, all of us then…

1. You MUST illustrate the problem, instead of focusing just on the potential solutions. Or to paraphrase Madmen’s Don Draper ‘create the itch, then slide your product in as a kind of Calamine Lotion’ (don’t you love a flashback to childhood chickenpox?!). Many communicators don’t get this. So often, when we’re coaching presenters and pitch teams, they make the fatal error of assuming the audience already agrees there is a problem or need for change; that they adequately understand the status quo. They don’t. You need to help them.

2. You win or lose a persuasive argument with your evidence. This is where Reucassel takes it to the next level. From GPS tracking devices to trace where Coles’ and Woolworths’ soft plastic recycling ends up, to a mountain of clothes in Martin Place to demonstrate the volume Australians throw out in just 10 minutes, Reucassel demonstrates the power of bold evidence. Demonstrations, stories and analogies are significantly more powerful than tired, predictable stats and charts, yet they are rarely used in professional communication. When they are, they are hard for audiences to ignore.

3. Know what you want your audience to do, and tell them. Once you’ve illustrated the problem, they will want to know how to respond to it. Tell them. Clearly. Way too many business presentations fail to deliver on their promise, ending with a dull summary and a ‘thanks for listening… any questions?’ It’s not good enough. Empower your audience by giving them a course of action. Like buying a Keep Cup. (You can do that here by the way).

If you missed War on Waste you can watch it here.


Thanks for reading Vibe Tribe. Til next time.

PS please feel free to pass this on to someone who might enjoy it.
PPS If this was forward to you, you can subscribe here. Welcome!

0

You also might be interested in

My reply to the nasty note left on my car

Aug 26, 2016

As I walked towards my (legally parked) car, I noticed[...]

Provocation – three ways to get someone’s time and attention

Apr 8, 2016

Hi Vibers! Welcome to all our new subscribers, thanks for[...]

What you can learn about Persuasion from Waleed Aly

Jul 29, 2016

Last week The Project‘s Waleed Aly provided a masterclass in[...]

Recent Posts

  • Why you’re not actually winging it, when you think you’re winging it
  • With this new flexibility, what are the new rules?
  • Communication that changes behaviour (or why I bought a Keep Cup)
  • Lessons from BBC Dad: There but for the grace….
  • Some thoughts about the crazy season

Archives

  • September 2017
  • August 2017
  • May 2017
  • March 2017
  • December 2016
  • November 2016
  • October 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016
  • April 2016

Categories

  • Blog

© 2023 — Milan Partners | Powered By: Dynamite Dzine

  • Approach
  • Solutions
    • Advisory Services
    • Pitch Support
    • Skill Development Programs
  • Case Studies
  • Our Clients
  • Our Team
  • Blog
  • Contact Us
Prev Next