QUESTION: How can your organization interpret/engage/leverage/ the impact of burgeoning healthcare spending in the United States? ANSWER: You've got to talk the talk. And to do that, you've got to understand the trends. They are structural and massive, destined to reshape the dynamics of the American economy. By 2021, Uncle Sam estimates healthcare spending will… Read more »
Science shows that video and your brain go together like peanut butter and jelly. Video connects in a way no other medium can because of the way your brain is hardwired. It's the result of millions of years of evolution. And it matters. First, your brain craves multi-sensory input. Ancient humans were storytellers, engaging more… Read more »
Today, video rules–with a vengeance. Dr. James McQuivey of Forrester Research has determined that one minute of online marketing video is worth 1.8 million words. Facebook, a decade old and fighting hard to stay top dog in social media, is listening. Lesson One: Move it or lose it. The image, that is. In October, Facebook… Read more »
This is a lifelong pursuit for every communicator, but there are a few tricks that can help you "fake it 'til you make it." And, psychologically speaking, "pretending" to be confident can actually help you become more confident. First, there's no substitute for effective preparation. No amount of technique can replace a well-considered, well-built message. … Read more »
It depends on who you are and what you're trying to accomplish. First, understand your brand. Video is a uniquely powerful way to leverage brand across internal and external, traditional and nontraditional platforms. Here's the catch: There's no greater waste of your organization's time and money than tinkering with your brand during–or worse–after you've commissioned… Read more »
Whether it's a media engagement, an online chat, or the discussion following a live presentation, question-and-answer can be your single greatest opportunity to amplify and land your message. It's about taking control of the question, not allowing it to control you. And guess what? There are some "sneaky" ways to do that. First, go from… Read more »
Whether you're presenting to a live audience, a video camera, or a social media interface–maintaining interest is the Holy Grail in today's world of microscopic attention spans. First, keep it simple. Review your content with the ruthless eye of someone cleaning out the house before a cross-country move. Unless that word, graphic, or photo is… Read more »
Once upon a time, there was a corporate/nonprofit/government brand that needed a boost. The more meaningful stories about the brand told via video, the more the brand grew and thrived. The end. This happily-ever-after scenario is no fairytale. New research shows storytelling can increase target audience retention by as much as 26%. That's no small… Read more »
The apology. Or at least the acknowledgement of what's occurred and how it's impacted your stakeholders. It's been five years since British Petroleum's Deepwater Horizon drilling rig exploded and sunk in the Gulf of Mexico. The disaster killed 11 people, spilled 4.9 million barrels of crude, and threatens to ultimately cost BP tens of billions… Read more »
A Saudi Arabian proverb says, "The mind is for seeing; the heart is for hearing." Modern science says the heart of a video message is indeed great quality audio. Our brain processes sound differently and more flexibly than video. It will put up with less than perfect pictures, but is not as forgiving when it… Read more »