Set a communication goal and reach it

Choose a topic. Choose a target group. Start by answering the four Aim Questions.

  
      Aim
      What to prepare
      How to communicate it
      Example
    
      What do you want them to understand?
      Precise headlines: For the presentation and for your one solution/one point
      Pick a strong, conrete verb. Include the benefit. Include a number.
      How to double efficiency with Agile methods. Reaching 4000 DKK per badge
    
What do you want them to feel?
      A Hook. An example of the problem they can relate to. An example of how easy it is done. A relevant question to open a fruitful dialogue at the end. 
      Let me share an example of what it could be.....(translate your solution into concrete actions/behaviour) Let me share an example of what could happen if we don't do anything (consequense example). Let me share what I mean, when I say it's easily done. For example....
       vvv
    
      What do you want them to do?
      Formulate a Call to Action. Which three steps will take us there?
      Make sure they are actionable. Summarize in 3 single words
      
      What's in in for them? 
       What are the long-term benefits for them? (not for the company, but for THEM)  What are the SHORT TERM benefits for them?
      Quote a response you want them to have in the future AND/OR Use a prop/object to illustrate the benefit

Aim	What to prepare	How to communicate it	Example
What do you want them to understand?	Precise headlines: For the presentation and for your one solution/one point	Pick a strong, conrete verb. Include the benefit. Include a number.	How to double efficiency with Agile methods. Reaching 4000 DKK per badge
What do you want them to feel?	A Hook. An example of the problem they can relate to. An example of how easy it is done. A relevant question to open a fruitful dialogue at the end.	Let me share an example of what it could be.....(translate your solution into concrete actions/behaviour) Let me share an example of what could happen if we don't do anything (consequense example). Let me share what I mean, when I say it's easily done. For example....	vvv
What do you want them to do?	Formulate a Call to Action. Which three steps will take us there?	Make sure they are actionable. Summarize in 3 single words
What's in in for them?	What are the long-term benefits for them? (not for the company, but for THEM) What are the SHORT TERM benefits for them?	Quote a response you want them to have in the future AND/OR Use a prop/object to illustrate the benefit

YOUR TASKS

You will be working towards giving a presentation that reaches your communicatino goal.

It's always easier to plan a presentation backwards, starting with the end, working your way back to the headline. The following four tasks will get you started. Complete the four tasks below.

Formulate the long term and short term benefits for THEM. Make a list.
Formulate the Call-to-Action. Make a list.
What is the Concrete Difference Your Solution/Project/Initiative Makes? Give an example they can relate to. Give your solution a strong name.
Give Your Project a Strong Headline. Can you say it with numbers?

Task 1: Formulate The Reward

Make a list of benefits for your audience. The list should contain both long-term and short-term benefits.

Bring an item/object

Bring an item/object that says something about one of the benefits.

Example: Show an empty planner and say: “We’ll free up a lot of time”.

Task 2: Formulate Your Call-to-Action

If we want the benefit, which action steps must then be taken? What does this project call for?

FILL THIS OUT

To get to { benefit }, the first concrete things we need to do are:

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

Example

To succeed with collaborating across disciplines, the first concrete things we need to do are:

Involve everyone in making a concrete plan
Adjust the concrete plan as-we-go based on experiences
Have more conversations about our strategy and our work

BRING 3 KEYWORDS

Sum up your Call to Action in 3 single keywords (one word per action). Write the words on post-its or paper with a marker.

For example your 3 KEYwords from the example above could be:

Involve. Adjust. Conversations.

Task 3: What is the Concrete Difference Your Project Makes?

We understand what’s new in a split second, once we’re told how it differs from what already exists.

List the things you must do/understand moving forward. Contrast with how you’ve done/understood things in the past.

Draw the Difference

Make a drawing on a piece of paper with a marker - illustrating the difference your project makes.

Task 4: Give Your Project a Strong Headline

  
    Tips for Headlines
  
  Try to include a strong verb (optimise, renew, reinvent, avoid, navigate)
Try formulating your headline as a question
Try to include a number (“Two new insights” is stronger than “New insights”)

Headline Templates

[X] better ways to …
[X] reasons why [something]
[X] must have …
How to start/improve/optimise/prevent …
The power of …
What do you need to know about …

Navigating uncertainty around …
How to … without …
How to … the right way …
How to get rid of …
[Something happened] … Here’s what we’re doing about it.

[X] vs [Y] … which is better?
Forget [X], try this instead
Surprising insights about …
[X] new answers we learned from …
Why [group of things] fail
A new [approach] – how to [goal]

HeadlineS: Real-world examples

“How to be faster and more agile — without feeling out of control!”
“A new health hazard to substance X — how to be in control?”
“3 better ways to be emotional in selling”