3 Making your messages more memorable
Think about those who have tried to influence you. What did they do to make their case stick in the mind and what can you learn from this?
Activity 2 How memorable is this sport practitioner’s case?
Watch this clip of Lance Walker who works at Michael Johnson Performance in Texas, USA. As he makes the case for exercise recovery to improve human performance, consider and make notes about the effectiveness of both his content (i.e. what he says) and delivery (i.e. how he says it).
Message content: he explains different types of recovery but it is noticeable how he mainly uses the first person, drawing on not only his experience but yours too and what this could mean for you. He attempts to make it personal. For some, his words may offer a vivid vision of what may be possible, using emotive phrases such as: ‘Wow’, ‘think of all the crazy things’, ‘it’s exciting’ and ‘the new frontier’. In summary, he draws on his personal experience and he uses authentic emotion.
Message delivery: It’s his delivery which really brings his message to life – you can see his excitement through his tone, animated eyes, gestures and non-verbal communication. He even uses his hands to help draw a picture of a steep recovery curve. In summary, he speaks with enthusiasm and conviction.
This example suggests that influence may partly be achieved through an authentic approach and providing a clear vision using stirring language and enthusiasm. Some might say he also draws on emotion.
However, in addition to using appealing words, in some situations conciseness is also powerful.