Behavioral Skill
05 – 06 / 09 / 2024
Why  How  What
Trust come with:
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Relationships (more important than the others)
Coherence
Competence
1. Speak to Mind and Heart:
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Pathos: emotion
Ethos: credibility
Logos: logical appeal (needs to make sense)
2. Depends on the audience:
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Credibility for analytical audience
Emotional for emotionally driven audience
 Know your audience
3. Organize content:
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Brainstorming: ideas
Filter down ideas  find your big idea (one + some collateral)
Cluster idea by topics
Create messages
Arrange messages
Add supporting points (message needs evidence)
Strengthen the turning points (beginning, middle, end)
Verify Contrast (use contrast as a leverage to have a major impact).
Visualize message (can help to remember)
4. Tell a Story  Find your hero. Create an emotional journey
5. How to keep the audience awake:
a. Every 5 – 10 minutes change something, break the rhythm.