There are really two audiences: The rational calculator and the intuitive decision maker. If you don’t make your ideas accessible to the latter, you will lose the sale.
To achieve this, make your idea memorable.
Here are 8 ways to do it.
Make It Vivid
Think of the bacteria on doctor’s hands
Use Demonstration and Symbolic Actions
Put Your Heart Into It
Reserve your emotional displays for the most urgent ideas. Otherwise, people will stop listening.
Exaggerated actions work only with people who don’t know you well.
Tell a Story
Start with a story - a specific example.
One type of story is the story of the hunt.
Personalize It
Make It a Puzzle
Build Bridges With Analogies and Metaphors
Force Your Audience To Think
Question The Obvious
Is college really to get an education?
Reversals
How can we get more profits by raising prices?
Let’s Pretend
“Assume for a moment, …”
Reconceptualize
Rethink the basic mission of a company.