Tips for Engaging the Right Brain
Part 3
The new Esprit eNewsletter concludes its three-part series exploring how event planners can learn more about whole brain thinking, and use these tips when planning their next event.
The last eNewsletter discussed appealing to both the left and right sides of the brain so attendees will best remember what you want them to know. The left side of the brain responds to the pure facts. To appeal to the right side of the brain, the speaker needs to be more creative and consider ways to weave in new information with already known facts in a way that tells a story and makes the information memorable. This month, we’ll share some tips for engaging the right side of the brain by using emotion.
When emotion is attached to a message, people are more likely to remember the information. Emotion is also a powerful motivator and plays an important role in behavioral change. There are many different and creative techniques that can be used to elicit an emotional response among attendees throughout your event:
Awe: Announce a big initiative or rollout a new product or service. Include a big name speaker or entertainer. Match the bigness of one’s meeting space with a bigger than life person who delivers a memorable speech to truly harness the power of face-to-face communications.
Example: Esprit Productions produced the general session for a major heavy equipment association’s annual convention. Colin Powell was the keynote speaker and we did a laser beam introduction of him to a standing ovation of over 1,800 people. His first words were, “Wow. I’ve had introductions in my day, but ladies and gentlemen this one takes the cake. You guys are great!” He then delivered an inspiring overview of his life and America’s role in the world in one awesome speech.
Confidence/Determination/Pride/Positive: Key factors in how the leadership and speakers come across during the meeting. Audiences want the speakers to be great. Be passionate. It is each speaker’s responsibility to deliver the “goods” and all that it entails.
Example: From our blog I’m Just Another Solider.
Energetic/Enthusiastic/Excited/Fun: Events should be choreographed to have a distinct rhythm to keep people engaged and energized. Develop a well-designed agenda, include exciting speakers, or a well-led panel discussion, offer great walk-in music, and make exciting announcements. People love live!
Example: Brian Biro, motivational speaker, closed Sun Healthcare’s meeting with, literally, a board breaking closing. After a rousing 30 minute keynote attendees then were given the challenge of breaking a board that had a goal written on it (i.e. close more sales, lose 20 pounds). As the boards were broken, the cheers became louder. Biro urged on the final few till they were all broken. The room erupted with wild applause.
Hope and Inspiration: There’s nothing like a well-presented speech by a sincere speaker that outlines a specific challenge and is followed by an inspiring call to action that has a plan to overcome the challenge. Today, more than ever, we need hope and something in which we can believe. Esprit provided speech writing services for Aimee Mullins and helped her deliver her message of hope.
Example: Aimee Mullins discusses Overcoming Adversity
Humor: When done well, humor brings a sense of community to a meeting. When a senior executive is truly funny, it makes him or her more human and approachable. Over the years Esprit has produced many musical and humorous sketches or as we like to call it: Entertrainment. This is where we use actors to help get our message out. Or in the case of President Obama you just wing it.
Example: From our blog Prepare for the Unexpected: Just like President Barack Obama.
Impress: Include case studies demonstrating how a person or team accomplished a task to achieve superior results. Showcase the benefits of a product or service. Offer hands-on opportunities for attendees to interact with products to more clearly understand its benefits.
Example: From our blog about Steve Jobs Introduction of the iPhone One More Thing.
Compassion/Empathy/Relaxed: Create a completely smooth and hassle-free event that offers attendees a chance to network and enjoy their experience. Understand that one’s brain and bottom need a break.
Example: From our blog Don’t Overthink It.
Love: Yes sometimes it’s a difficult word to use in business, but one worth considering. It’s very powerful when the people who work for your company or belong to your organization can say, “I love working here.” or “I love belonging to this association.”
Example: One of my favorite memories from the past 25 years was at the black tie dinner at the Four Seasons on Maui that we planned for a life insurance company. My main client, Joanne, was Vice President of Sales, and hence was the host executive of the entire event. Throughout dinner she walked over to each table and personally thanked each agent and spouse. I watched as the guests eyes glimmered with thanks and appreciation for this great week, where business relationships turned into friendships. Sometimes the small things that make the biggest impressions.