The gist: The human brain is hardwired to remember and respond to visual cues. That’s why communications that invite audiences to “see” can be especially effective.
Based on a recent read of the book Secrets of Facilitation by Michael Wilkinson, Jonathan Poisner offers three simple—but powerful—verbal triggers that encourage audiences visualize the picture you’re painting: Imagine, Consider, and Think about…
In this Flashcard: examples of messages that contain imagery, followed by improved versions employing Wilkinson’s triggers.
This month’s Flashcard is by guest-author Jonathan Poisner of Jonathan Poisner Strategic Consulting.
Simple cues trigger your audience to “see” a concrete and memorable message.
Here are three examples–before and after:
- Typical message:
We should be leading the world in manufacturing safe, clean energy like wind and solar.>> Improved version employing a simple visual trigger:
Imagine leading the world in manufacturing safe, clean energy like wind and solar. - Typical message:
Coal-fired power plants pollute the air we breathe and the water we drink.>> Improved version employing a simple visual trigger:
Consider how coal-fired power plants pollute the air we breathe and the water we drink. - Typical message:
Our children may look back and wonder why we didn’t act on climate change.>> Improved version employing a simple visual trigger:
Think about our children looking back and wondering why we didn’t act on climate change.
