Master Your Message Blog


We buy most items based on emotion, not logic.Don’t forget about emotion in your presentation. “What … in a business presentation?” you ask …

Ah … yup.

We make decisions based on our emotions all the time.
We justify them based on facts – on logic.

For example, the majority of people don’t buy a car based upon how economically it will get them from A to B. It’s usually something else … like the most new gizmos, the colour, the speed … or just the way it makes them feel. But when you ask them, they’ll typically tell you how practical it is …

You just have to look at advertising to see how important emotion is to the sale. Kids and animals sell. Sex sells. And status … keeping up with Read More …

audience-webNever in history have we been bombarded on a daily basis with so much information. Much of it comes in the form of distractions.

You know what I’m talking about: Emails, cell phones, texting; we’re bounced around all day long between one snippet of information and another.

Little work of any import happens in such an environment. But that’s reality for most of the workday. And it’s tiring. I don’t have to tell you that.

We’re bombarded with snippets of information hourly.

It’s no different in a presentation situation. You may think you have the attention of a cohesive group in an “out-of-the-line-of-fire” conference room, but it’s rarely “undivided.” Minds don’t automatically shut themselves off from outside issues when the eyes are focused on a lectern.

In order to have an impact, you have to capture the imagination. You must do it in a way that not only “sticks,” but lodges your message between the appropriate grey cells and resonates for a much longer period than the presentation itself (at the very least)!

Here are some basic principles to keep in mind when you create your next important presentation. Read More …

microphone-webIt’s more important than ever before to listen intently to your audience. The anxiety level amongst employees and the public in general is at an all time high. With good reason.

The disparity is compensation is, in many cases, disturbing. Prices continue to rise; salaries to stagnate. The complexity in the world today is overwhelming—new apps to learn, seemingly every day. Breakdowns involving technology require entire teams to sort out and are expensive.

Politicians are talking over the heads of most of us, seemingly oblivious to the real needs of their voters. Self-interest influences major decisions. Crime is on the rise. You can’t safely open your email without tripping over the scam of the day.

Weather is severe just about everywhere. Countries are invading one Read More …

MH1633I delivered a workshop on the weekend that was about crafting a persuasive message for video—more specifically, a short, sales-related, direct appeal on camera. The participants were working through the first two steps in the process and having a challenging time.


Because we’re not often fixated on our audience and their pain. But, for video, you have to be. In fact, for any persuasive presentation, you have to be. But video … it’s critical.

That’s because you have to talk through the camera to that person. And, if you don’t have a really good image in your mind of who that person is, you won’t be personal enough; you won’t connect with your eyes; you won’t be passionate; you won’t be persuasive.

You have Read More …

Relator – A Friend Forever

 SELF matrix relator personality styleYour message should be tweaked based on who your audience is. If you’re delivering a presentation to a marketing group, it’s got to be positioned differently than if you’re delivering to a room of engineers. And your style of delivery should change—for maximum impact.

How? It depends on your audience’s personality style.

If you tend to speak to groups related to the health care field or other public services, you’re used to relators. Relators are fabulous audiences. They’re warm and caring, but can be more easily offended than others.

Relators always have time to hear about problems and are genuinely interested in helping you find a solution. However, drivers tend to lose patience with them. You see, drivers are Read More …

Here’s my third rule relating back to my cover article of earlier this week.

We make decisions based on emotion and justify them based on facts.

The majority of people don’t buy a car based upon how economically it will get them from A to B. It’s usually something else … like the most new gizmos, the color, the speed … or just the way it makes them feel. If they can imagine themselves enjoying driving that particular car, the sale is made.

We buy most items based on emotion, not logic.

Imagine taking this little baby for a spin!

Even in the corporate environment, emotion is most often the factor that will sway your audience. How they feel about the information presented will likely be the deciding factor as to how they Read More …

It’s often basic communication principles we inadvertently toss aside in the heat of “presentation panic” that get us into trouble. I’ve done it, too – thrown up bullet point after bullet point to support a presentation without thinking about how my audience takes in information. Big mistake. Boring doesn’t sell. Neither does the thing we gravitate towards—logic—in most cases.

How many presentations have you seen that have been full of facts and even fuller of charts and graphs—and left you cold?

What does “sell”  (or simply move the audience) is your ability to conjure up images in the minds of your audience – their images, not yours. If you can engage your audiences’ imaginations, you’ve got them! There is absolutely nothing more powerful in Read More …

Continued from my previous blog entry of the same title …


Now, let’s talk about emotion. And there are some that say there should be no emotion in business decisions. They’re the ones that build PowerPoint presentations filled with fact after fact after fact – and then wonder why they don’t win the bid, or nobody can remember what they talked about, because there’s no emotional attachment.

The problem with that approach is that we’re all humans – just a small monkey wrench thrown into the mix. It’s why, by the way, economists are always wrong about the economy. Because people make up the economy and if they don’t feel good about the future, the economy suffers. Decisions are made based Read More …

If you’ve been watching the ups and downs of the US presidential race, and been paying attention to the media pundits, you’ve no doubt heard the discussions in recent days about “style versus substance.” This is in direct relation to the television debate between President Barak Obama and Governor Mitt Romney.

The argument is over whether it’s more effective to focus on the substance of your presentation, rather than how you deliver it – your presentation “style.” What’s the most effective means of making your point and winning over your audience?

The answer to this question may rest within the work of Albert Mehrabian, known to most presentation coaches, but misquoted (in my experience) as often as his work is cited.

The Obama/Romney Read More …