AIDA Interest is about specifications and arguments and D is also about that, but mostly resistance. Desire is making a person’s final resistance disappear ‘Interest’ must not be repeated in ‘Desire’ Be able to identify the right point of resistance and nullify it Come across as sincere and trustworthy from the start so that you don’t become a point of resistance ‘I’ should be longer than ‘D’ because you shouldn’t have to nullify so many resistances in the first place Personal opinion: Interest is about promoting your product and desire is about nullifying any possible worries and concerns Make informed guesses or assumptions about what a customer’s ‘desire’ is depending on your target audience. Selling product: Function Specs Cost Aesthetic Attention paragraph should only be 2-4 lines long. Know whether you have a triumph card. If you don’t, then attention is not so important. But always assume you don’t have a triumph card Give a vision/dream. In order to attain that vision, my company can do …. Attention – Capture fascination. And you sustain attention in the ‘interest’ portion An ‘attention grabber’ (eg introducing pass fail modules) shouldn’t tell you everything that you need to know already. Carve out the niche area for yourself and don’t be too cliché and make sure it’s not a reprimand Ethos + Pathos – At the beginning. Don’t put the big stuff at the beginning so as not to overwhelm Justify your failure and give an improvement. Address the failure and state how you learnt from it Know what you can bring to the table and don’t be afraid to put it out there. Don’t outright say you’re his equal but build it such that he can think that way No incentive Subject title: Maybank as the agent of change Do you want to be the next ___ Do you want to have (health problem) You could be the next ___ Relate it to who youre writing to, make it interesting for them Elevator Pitch - Interesting facts, relatively unknown and link this to your elevator pitch - Context, background, history – Is it relevant in an elevator pitch? Information giving is usually more laborious, giving too much information and history will make you lose steam, not exciting. Background tends to deaden that excitability - One to two sentences of context is enough. Summarise the info, eliminating excess words and elaboration. Go with short and sharp - What’s the main essence of the problem - Three arguments is good in an elevator pitch (good, better, best) - Three solid ideas and ways to energise them - Clean, sharp, people can’t accept lengthy sentences - No media allowed for elevator pitch - Volume, pitch, pacing - AIDA can be used - Don’t always go with the simple logical connection. Smth that is slightly off can be interesting but must be able to connect - Juxtaposition is useful - Choose an example that people can relate to immediately - Focus. Get rid of distraction. Clarity. The message is not controversial and ambiguous - Difficult to undo damage. Don’t give smth that has too many interpretations. You will lose control - E.g. apple is here to help you Remove emphasis on gifts Come up with another point on celebrations (campaign idea) Advertising campaign SPECIAL OCCASIONS Show gratitude to one another, NOT IN FORM OF GIFTS – Maybe in the form of cards, COMMUNITY AND YOUTH – Make youths more focused on gratitude, not gifts. Community, so we must teach our youth how to be more grateful to elders Subject line: Re-inventing the mindset of our youths Vision of Ministry of culture, link to how it is not focused on materialism Interest: how small gifts of gratitude (cards, personlised msgs) can go a longer way than simply buying a good, touches peoples hearts. Stress how we should not be worrying about finances during special occasions, and we should teach our youths how to be more grateful. HOLD PROGRAMMES like carnivals in community centres NEARING SPECIAL OCCASIONS SUCH AS XMAS where people can simply come in to play games, enjoy time spent with each other. At the end of the day, it is not about the gifts, it is about the company and loved ones Desire: campaign may be expensive – the pros of the campaign outweigh the cons to build a more sustainable generation with better thinking SMU is also willing to help, we have art and culture CCAs INTEGRATE SMU WITH COMMUNITY CENTRE that can contribute and set up activities, opportunity for volunteerism, student helpers so we don’t need to hire staff Other point of resistance: interest of youths - maybe school platform? Action: let’s meet to discuss carnivals action Gift giving – if you feel the need to buy more gifts than usual – perhaps to compensate for celebrations being different this year – remember that this is a normal feeling, but not something you need to do. We’re all in this together and you and your gifts are enough. You don’t need to compensate for things beyond your control. If money is tight this year, remember not to stretch beyond your means and consider doing something creative or thoughtful rather than spending more money. Media: Journalists Bloggers/Vloggers Reporters Journalists Influencers You can decide who they are (eg influencers but must give a specific name. or you can say all of them are beauty influencers) Before your pitch, tell them exactly who they are supposed to be 14 categories – divide it Find similarities between categories, but find the difference between the groups also DO NOT OVER PITCH AND OVER EXPLAIN Civil society – eg groups that are interested in migrant workers, groups that are interested in environment Government agency – ministry of ___ (specific group) – but you may be able to decide how much detail you want to go into Create your own Q&A if no one asks you qns. Facilitate your own discussion Donut activity: Be more innovative, create new ideas Story to make mr donut more receptive to our idea (nearing bankruptcy) Success story type – choose a number 1 type Localising food Niche idea – eg gluten free ice cream Niche segmentation also works. Latest trends are not a story. But you need to know your trends and ideas before giving your story Strategy =/= story Old chang kee example – diversification Is this brand a brand that he knows? Something that can resonate with him? Building on the idea of trends eg lego Content of your pitch: Business story, points of resistance, unique selling point (what are you trying to persuade) Target audience: modify your language, tailor your pitch to your audience. Address unique points of resistance. What info would they want from you? How can you engage them better? What’s the relevance of your product/service to you? Delivery: Make the best out of the space you have (hand gestures pacing, pauses) Bottom line: what do you want/need from your audience (must indicate it at the start) P - point R - reason E - elaboration P – back to your point Think of all the questions that can be posed to you Difficult news message Buffers cannot be fluff and excessively lengthy. 3-5 sentences max. TEST WILL BE ABOUT INDIRECT APPROACH Not sugar coating but just taking your time to get to the bad news so that by the time the bad news hits her, its not such a painful shock. The purpose is important. Cushion the blow Don’t give so many options that it looks like a goodwill msg You’re not looking after yourself if you give them something better than what they want. It becomes good news Alternatives should not be better than what the intended desire was Humour is contextual. Doesn’t mean that in tough times you cannot laugh. Humour can be used but it must be tasteful. Both can be used sometimes but it’s a case of how we decide to do it. You must be in control of the dynamic Alternatives for death: How they will help honour memory Provide grief counsellor Do not apologise for bad news (This is ok: I’m sorry for your loss/I’m sorry that you have to face this situation) Goodwill close: Please let me know what else we can help you with Sometimes bad news needs persuasion during the reason portion. No fixed template but just put the placements where you think they should go Only use apology in buffer when it’s your fault. In this case you should probably use the direct approach DO NOT EMPHASISE BAD NEWS. Only mention it once. Do not trivialise bad news Alternatives can just be a one-liner There can be no alternative as well. Must see the situation eg we do not have a position at this time round ‘best news’ buffer eg: you have made sri lankan tea famous. Looks like a compliment but its more than a compliment. Reason: you have the quality, but it’s the back end that we are upset about Agree: we acknowledge that this partnership has been long standing and you have been contributing to the indian community but then… Thank him for his leadership and efforts, and all the company’s services. Thank you for all the help and services that the company has provided all this time Transition: and these services have always been crucial in helping us maintaining trust in our people How do we create a buffer that is not a waste of time? Do it with a purposeful mind Empathising: The idea of knowing youre not the culprit, youre not the best in this situation. If you have to say your buffer then say ‘but’/’however’, then you probably know its not the best way to write the buffer An alternative doesn’t equal a solution, but something you can hold on to and after a while have the strength to move on ・ (jjtan, 2020) Bibliography jjtan. (2020). ijij.
