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crashed in the middle of his budget preparation. Don't tell companies that they should have a disaster recovery plan in place. Tell them what happened to customer data within companies in Florida when the last hurricane hit. Don't tell people how the typical salesperson responds to incentive awards. Tell the sales manager that Gerry Wainwright won a trip to Hawaii and has tripled her sales as a result of the contest. Stories hit the heart and head. |
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Tip 306: Use humor to raise receptivity. |
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Humor acts as a pleasant distracter, lessening tension so people feel more comfortable examining the pros and cons of an idea. A humorous approachwe're not talking slapstick, just witty or lightkeeps attention and drives away boredom. Laughter lowers defenses and raises receptivity. |
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Tip 307: Package ideas like products. |
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People are lazy thinkers if you permit them to be. Make your concept understandable by its packaging. Politicians, policies, and plays are packaged like soaps and telephone services. For example, insurance rates, employee compensation, unemployment, and tax incentives can all be packaged as ''health-care" issues in Washington. Think beginning, middle, and end (idea, action, implementation) and tie them all together in one packaged concept. |
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Politicians package their ideas in soundbites. Charities create a poster goal. Conventions display a theme banner. If you can summarize your point in a short, witty slogan, do so. Make it catchy and current. |
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Tip 309: Triple thingsuse triads and alliteration. |
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One of the first lessons in speech writing is the use of triads (groupings of three). If you can add alliteration (repetition of the sound from word to word), so much the better. Our ears love the sound off: |
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Government of the people, by the people, for the people. |
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Blood, sweat, and tears. |
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Clearly, quickly, concisely. |
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