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Tip 317: Provide memory aids. |
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Listening expert Dr. Lyman K. Steil estimates that the average-knowledge worker listens at an effective rate of 25 percent. Other research shows that after a 10-minute presentation, a typical listener forgets 50 percent of the information heard. After two days, the recall level drops to 25 percent. After a week, the recall drops to about 10 percent. Therefore, you have to help the listener remember your points. |
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Use metaphors to make concepts easy to recall. Give your listener a personal experience with the concept; that is the idea behind ropes-training for team building in organizations. You can use a mnemonic device for your key points (the three Ps of Universal Services: Prepare, Plan, Promote). You can provide a demonstration model to let the customer get a "feel" for extending his or her memory. Whatever method you choose, work on increasing others' recall of your idea, service, or product. |
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Tip 318: Use visuals as aids, but don't let them dominate. |
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Studies by the University of Minnesota and the 3M Corporation, along with an earlier research at the Wharton School, indicate that an audience is 43 percent more likely to be persuaded with visuals than with words alone. Consider a written report, handouts, graphics, or other visuals to aid clarity and recall. |
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A warning: Anything that's overdone loses its effect. If you underline every word in a report, nothing stands out. If you hang a picture on every wall, no one notices the masterpiece 10 feet to the left of the water cooler. Likewise, if you use a visual for every point, the visuals become the presentationa serious error. Visuals should never dominate. |
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Tip 319: Don't ever read your key points. |
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When reading, the all-important eye contact is missing. Rapport suffers. Reading, rather than telling, your ideas destroys your credibility, sincerity, and enthusiasm. The listener always toys with these thoughts: Who generated these ideas? Doesn't she care enough to learn them? Isn't he convicted enough to give them from the heart? Why is he afraid to look me in the eye? Does she doubt what she's saying? Aren't these facts important enough to remember? |
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