Never violate this rule – Ever!I’m not a big believer in “always and never” but this is the exception. Under no circumstances should you ever violate this absolute rule.
Always Give Them A Show
How many times have you heard someone say, “I’m not here to put on a show”? Well, you are. The audience expects it and is entitled to it. Still, for some unexplained reason, there are people and organizations that consider adding elements of entertainment, performance and “active interest” trivial.
Make them feel
Here at Think! we’ve been working on how to integrate Events and Process to generate greater ROI and desired results. We realized that the major distinguishing factor between process and events is emotion. People enjoy and respond to the feelings that events generate. When you give your audiences a show you are giving them permission to feel … to react.
Ask yourself, who would want to invest time and attention in anything devoid of feeling and emotion? Then, look at your marketing, training and development, internal and external communication, meetings, presentations, and proposals … the list goes on and on … and evaluate the emotional components in each.
Life is a show!
For the definition driven among you here’s my definition of showmanship - the skill of appealing to an individual or audience in ways that help convey an essential theme or message so that it is acceptable, distinctive, valuable and memorable.
Politicians, ministers and every one of those “big bucks” motivational speakers recognize the importance and value of “giving them a show.” From the moment you are born the show begins. Every milestone of your life is a show; birthdays, marriage, anniversaries, divorce, even funerals are a show. So why create anything that is devoid of any aspects of showmanship? Give your audience reasons to care.
Give them reasons to care
- Invest less time in “what it is” and more time in “what it means.”
- Tell them what to do and make it relevant.
- Focus on the least amount of information the individual or audience needs to know to do what you want them to do.
- Look for analogies or examples in their personal experiences.
- Visualize and dramatize.
- Empathy is a powerful tool. Put yourself in their shoes. Share personal experiences and not just war stories.
- Communicate on their terms, using their vocabulary and context.
- Everything doesn’t have to be positive. Life is both positives and negatives.
- And – don’t assume you have a “hall pass” to be sloppy, unprepared, present ugly materials, bad content, not rehearse, adlib, be rude, insulting or boring all in the name of business.
Always Give Them A Show
You can see it, hear it and sense it. It’s in the faces, postures, enthusiasm, attitudes and actions. And it’s in the results. Okay, here’s some tough love. Take a minute and review your current project or campaign.
Participation isn’t personalization
Always Give Them A Show
Interaction isn’t engagement
Always Give Them A Show
Information isn’t instruction
Always Give Them A Show
Awareness isn’t an “Ah-Ha” moment
Always Give Them A Show
Last words
We all know the importance of repetition in learning and the energy that “call & response” adds to a solid rock & roll song. So excuse me if I indulge in a little repetition.
Always Give Them A Show
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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.
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