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ACS Webinars™
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1/13/2011
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Delivering a Dynamic PresentationNicklas Washienko, Washienko Communications and Boston University.www.acswebinars.org/washienko
Propel Your Career – Networking Tips and Strategies for SuccessCheryl Martin, Executive in Residence with Kleiner, Perkins, Caufield and Byers.www.acswebinars.org/martin
ACS Webinars Classics
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ACS Webinars. On Demand. www.acswebinars.org/archives
ACS WEBINARS™January 13, 2011
Please submit your questions for the speaker via the Questions Panel in GoToWebinar
Persuasion: A Crash Course for Scientists and Chemical Professionals
John Christensen, Moderator
Lou Hampton
Download slides: http://acswebinars.org/hampton
Contact ACS Webinars™at [email protected] 4
1/13/2011
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To just invent something and have a great idea is a lot of work, but it is not enough. [You need to know] how to
get people excited.
“”
- Larry Page, Cofounder of Google, Inc.
Markus Covert, Ph.D. Assistant Professor of
BioengineeringStanford University
15-Minute Presentation
+15-Minute Q&A
=$2.5 Million Grant
What’s a presentation worth?
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Adopt a persuasive
mindset
Audience
Listener
Customer/Client
Boss
Beneficiary
XXXX
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Creating
Persuasive Messages in
8 Steps
Focus on the Result
Step 1
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What constitutes a good result?
WHAM!factor™
Think…
Step 2
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WhatHereApplies toMe?
Follow the Golden Platinum Rule:
Treat others the way
THEYwant to be treated.
X
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Step 3 List everything you might say that would get the beneficiary to agree on your desired result.
Persuasion
Social Proof -Good for
them? Must be good for
me.
Reciprocity –Give and Get
Consistency –Repeat
comfortable behaviors
Scarcity –Loss trumps
gain; rare more valued than
common
Liking –We help friends
Authority –Experts
must know
Adapted from Robert B. Cialdini, Ph.D., Influence: How & Why People Agree to Things. 1984
Robert Cialdini’s Weapons of
Influence
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Review Listed Items and Flag
No WHAM!factor™
Too Complex
Interesting but not relevant
Step 4
Create 3 messages from the items on your list that will move your beneficiary to
your targeted result.
Step 5
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Persuasive Messagingis the Art ofSacrifice.
“”
- Lou Hampton
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Prove your messages & make them memorableStep6
Memorable Proof(technical & internal persuasion)
High-impact (significant) dataRelevant results from other researchersCase studies/examplesPersonal experienceDemonstrations (live or video)Comparisons & analogiesBeneficiary’s relevant research & interests
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Sound bites (news media & public)
The storyComparisons & analogiesVivid wordsTrendsClichés
Identifyanti-persuasive elements…Step7
…& plan how to eliminate
(or minimize) them.
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Barriers your beneficiary faces
Too many distractionsToo little timeToo many choicesToo few resourcesToo much riskResult too complex/difficultComfort of the status quoInsufficient $$$/resources
Barriers your beneficiary faces
Too many distractionsToo little timeToo many choicesToo few resourcesToo much riskResult too complex/difficultComfort of the status quo
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Test and ReviseStep 8
Option 1
Focus on the result
Think… WHAM!factor™
Identify & eliminate anti-persuasive elements
Write a list of everything you might say
Review listed Items and flag
Create 3 messages
Test and revise
Make them memorable
1
2
3
4
5
6
7
8
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Resources - Books
Resources - Internet
Eric Berlow: How complexity leads to simplicity -http://www.ted.com/talks/eric_berlow_how_complexity_leads_to_simplicity.html
Almost anything at http://www.TED.com
My blog: http://www.SpeaktoLead.com
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Q&A SESSION
Please submit your questions for the speaker via the Questions Panel in GoToWebinar
Download slides: http://acswebinars.org/hampton
Contact ACS Webinars™at [email protected] 31
Persuasion: A Crash Course for Scientists and Chemical Professionals
John Christensen, Moderator
Lou Hampton
1/13/2011
17
1/13/2011
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Q&A SESSION
Please submit your questions for the speaker via the Questions Panel in GoToWebinar
Download slides: http://acswebinars.org/hampton
Contact ACS Webinars™at [email protected] 36
Persuasion: A Crash Course for Scientists and Chemical Professionals
John Christensen, Moderator
Lou Hampton
1/13/2011
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Didn’t get your question answered?Email me at [email protected]
Put “ACS Question” in subject line
Ask the question.
I will answer in one of three ways:• by email or phone• by referring you to another resource• by using the question as a topic for a blog
post and notifying you when it posts.
ACS Webinar Special OfferComplimentary 30-Minute Consult
A Crash Course for Scientists & ChemicalProfessionals
Lou Hampton
Qualification process:Email me at [email protected] with the following :1. Put “ACS Consult” in Subject line2. Describe what you found valuable in the webinar.3. Tell me how you will use the information.4. Summarize the issue(s) you want to discuss during
the consult & your desired result from our talk.5. Persuade me that I should choose you!I will select 10 (if you’re really persuasive I might choose a few more) persons and we’ll schedule a time to talk.
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A Crash Course for Scientists & Chemical Professionals
Be confident. Be convincing. Be remembered: Get Results!™
Lou Hampton
Blog: http://www.SpeaktoLead.comThe Hampton Group, Inc.
5335 Wisconsin Avenue NW, Suite 440Washington DC 20015
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Upcoming Webinarswww.acswebinars.org/events
Thursday, January 20, 2011
Financial Planning for Scientific Professionals –Strategies for the New Year
Ted Sarenski, CPA/PFS, CFP, Blue Ocean Strategic Capital.
Thursday, January 27, 2011
Do Business Skills and Chemistry Skills have to be like Oil & Water?
Lynn Leger, Commercial Development Director, GreenCentre.
41Contact ACS Webinars™ at [email protected]
ACS Webinars™ does not endorse any products or services. The views
expressed in this presentation are those of the presenter and do not necessarily
reflect the views or policies of the American Chemical Society.
ACS Webinars™
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Download slides: http://acswebinars.org/hampton
1/13/2011
22
Delivering a Dynamic PresentationNicklas Washienko, Washienko Communications and Boston University.www.acswebinars.org/washienko
Propel Your Career – Networking Tips and Strategies for SuccessCheryl Martin, Executive in Residence with Kleiner, Perkins, Caufield and Byers.www.acswebinars.org/martin
ACS Webinars Classics
43
ACS Webinars. On Demand. www.acswebinars.org/archives
