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Ira Koretsky is the president of The Chief Storyteller®, a boutique marketing and sales consulting firm. He has delighted audiences around the world helping them achieve better business outcomes and accelerate their revenue with highly effective written, spoken, and social media communications. With over 25 years of experience, he is a sought-after global speaker, columnist, consultant, and executive coach. Twitter @chiefstorytellr youtube.com/user/IraKoretskySpeaker
I think the problem lies with the timing of the message. Lauren, the protoganist, exits her car and uses her mobile phone around :45 seconds. That's 45 seconds folks... of waiting to get to the point of the commercial. The key message, "Riding is the new driving," appears shorly therefater at the :55 second mark.
In today's whiplash society of ad to ad to email subject line back to banner ad and so forth, 55 seconds may seem like an eternity.
Perhaps Lyft wants us to think of all the seeming visual cacophony as micro messages representing feelings we experience when in rush hour and similar unpleasant driving situations. Then of course, think positively about using Lyft (the fun, light music helps lighten the mood as well).
Now, if Lyft is pursuing a soft approach to branding instead of attracting more customers, this approach may work. Or perhaps, Lyft is relying on social media to drive interest and therefore visitors to its various social media platforms such as YouTube where the advertisement just went live. Since its launch on April 25, the ad has garnered about 116,500 views.
Negative words, whether used on purpose or by accident, can have a big impact on your audience. Potentially, an impact you did not want or plan for.
Imagine you are work. Think about when you hear someone say something negative about a co-worker? Or when someone says something critical about a work product such as a report? How does the negativity color your world about the person and the organization? Do you ignore it? Distance yourself from the person? Or even, offer excuses for him/her?
Whatever you say or write, we believe at The Chief Storyteller that whenever possible, be positive. In many cases, you can indeed turn negative words and phrases into positive ones, while still getting your point across.
Often people write sentences such as, “Bill, this is a great idea, but I don’t like xyz.” As such, everything after the “but” is negative…everything. Instead, make it positive with “Bill, this is a great idea. Let’s talk more about xyz to better understand your ideas.”
Examples of negative words include:
- Even though
- Let me be honest
- This is simple to do
Here are some suggestions to improve your interactions and relationships when it comes to using words:
- Eliminate “but.” Replace it with “and” or a “.” (period)
- Think about the negative aspect of what you are intending to say. Does it really have to be said? If you must communicate a negative idea, re-phrase it to make it more positive.
- Do not write/email while angry or upset. Wait at least 10 minutes.
- Read what you wrote aloud (not in your head). It helps you to “feel” the emotional level of the words.
I'm honored to be delivering the opening keynote for the 15th Annual Departement of Energy (DOE) Small Business Forum & Expo in Atlanta May 23 to 25.
My topic is "Awaken the Storytelling Giant in You."
Description: What if the right story inspired your company's targeted program, site office, or laboratory to add your company to their team? What if the right story persuaded the small business program manager to invite you to hear your ideas and company's capabilities? What if the right story prompted the small business program manager or contracting officer to recommend your company? What difference could that right story mean to your company? Join Ira for a lively and insightful keynote on how to turn your experiences into powerful stories that engage and inspire stakeholders throughout the DOE Community.
I will also deliver a complementary workshop that will be a hands-on program later in the day.
*** If you are attending, please send me a note and let's coordinate schedules.
Here's more information on the event:
The Department of Energy (DOE), Office of Small & Disadvantaged Business Utilization (OSDBU), is proud to present the 15th Annual DOE Small Business Forum & Expo at the Atlanta Marriott Marquis in Atlanta, GA, May 23 - 25, 2016.
Dr. Ernest Moniz, United States Secretary of Energy, will welcome everyone Tuesday morning. Throughout the event, there will be plenaries, educational workshops, a large Exhibit Hall, as well as business matchmaking sessions. Over 800 attendees will represent all levels of Federal, state, and local government agencies, the small business community, large/prime contractors, and many more!
The OSDBU goal is to provide maximum practicable opportunities in the Departments' acquisitions to all small business concerns. The OSDBU created this 2 1/2 day event to connect small businesses with various DOE offices and programs to enhance DOE's overall mission of ensuring America's security and prosperity by:
- Strengthening and sustaining America's Energy Independence
- Introducing new innovations in areas of Science and Engineering
- Enhancing nuclear security through defense, nonproliferation, and environmental efforts
DOE2016 will provide small businesses with the information needed to help you navigate through the largest civilian agency within the Federal government. General sessions and breakouts will include subjects, such as:
- Finding and Winning Simplified Acquisitions, Part 1 & 2 (from my friend and colleague, Guy Timberlake of the American Small Business Coalition)
- DOE Headquarters Panel
- DOE National Laboratories and Site Office
- DOE IT Opportunities
- DOE's Supply Chain Management
- National Nuclear Security Administration (East Coast Locations)
- Executive Storytelling: How Leaders Use Stories to Engage, Persuade and Inspire (my breakout session)
The art of the “pause” – knowing when to use a short pause or long pause – offers a lot of benefits to speakers, presenters, and trainers alike.
Everybody reads at a different speed.
Everyone listens at the same speed.
Everyone comprehends in a different way.
Pausing helps smooth out the learning speed bumps.
Here are a few benefits of employing effective pauses. Pauses…
a) Are an elegant way to emphasize points
b) Give your audience important moments to process what you say
c) Enable your audience to catch up, especially if you are a fast talker
d) Make you appear more confident, as you don’t need to fill every second with words
e) Can add tension and suspense
f) Are very effective with international audiences. They allow your audience and translator to catch up to you (similar to C)
g) Keep your audiences engaged
People frequently ask us, “Won’t my audiences notice I am pausing on purpose? It doesn’t seem natural.”
Our answer, “Used appropriately, no one will know you are deliberately pausing. What they will think is that you are an effective speaker.”
If you are new to pausing, start using short pauses in your next conversation. Test out your effectiveness until you are able to master the pause. Then move on to public speaking and training.
Our short-term memory is very short. Experts vary in their opinions sharing a range of 20 to 30 seconds. Whatever the right number of seconds, it really does not matter.
If you are like us, you forget the unimportant to the important. Think about when you are a in a meeting and an idea pops into your head. How often do you forget the idea? Or forget that important item your client asked about? Or…you get the idea.
Anytime you have an idea/thought you know you want to remember, write it down. To aid in recall, remove all judgment, your desire to analyze, your need to evaluate, etc. – this eliminates mental clutter competing with memory recall.
Use a sticky note, a napkin, text message yourself, email yourself, or call yourself and leave that important message.
Confucius, a famous Chinese philosopher (c. 551-c. 479 BC), said, "The palest ink is better than the most retentive memory."