Business people are just as affected by emotion as consumers. Their ways of expressing it might be a little different, but they're still driven by emotion.
Even though a request is for rational data, what the person really wants is emotional reassurance.
Leaders can't succeed if they aren't good communicators - and more often than not, leaders don't even know that their communication skills need polishing. After all, who's going to tell them?
In many cases, the skills that get leaders to the top of their business or organisation are not sufficient to do the work at that level. The higher one goes in a company, the more success is measured in winning hearts and minds rather than in the mastery of some technical skill.
Emotion heightens our ability to understand. Emotions help you own it. Stories evoking emotion are the next best thing to experience - they don't happen to us firsthand, but they can still touch our emotions and give us the glue that heightens our ability to understand, remember, and own the information.
In a new book, "Get to the Heart," the author, Ted Frank delivers specific strategies that will get your stakeholders out of the meeting room and into the world of your insights and ideas.
It's storytelling in a form that truly works in corporate environments, because it's based on the approaches movies use being quick, visual, and emotionally affecting. But instead of focusing on video production, it's a step-by-step method tailored specifically for the strategic projects on your desk right now, with full-colour case histories and examples that illustrate the material.
Modern marketing is based on two premises. There's the product, and there's the emotional benefit we give our target. Today, great marketers know that an emotional benefit will touch people more deeply.
Leaders need to be good at interpersonal verbal engagement - one-on-one and large group, in person and at a distance. A leader is judged based on three fundamental public leadership attributes:
1. The leader's bearing: how the leader carries himself or, herself.
2. The manner in which the leader engages with others.
3. The words and therefore ‘the story’ the leader uses to engage others.
Being effective in engaging audiences requires one additional element: an understanding of what audiences are capable of, and ways to break through the barriers and connect powerfully with an audience.
In essence, to 'sell' your idea, as the leader, you must pass your audience's ACID test:
A. Gain favorable Attention
C. Inspire Confidence
I. Build Interest
D. Allow Desire to surface.
When 'desire' surfaces, the others take the lead in the conversation while you provide the evidence necessary to justify the concept you are selling.
Reference/s: Ted Frank: ‘Get to the Heart: How movie storytelling secrets can make your presentation clear, compelling, and earn you a seat at the table’ and ‘The Power of Communication: Skills to Build Trust, Inspire Loyalty and Lead Effectively.’ Helio Fred Garcia
