221: Simple Visual Story (SVS) Model for Effective Communication | with Matthew Pierce
Summary: <br> <br> This is a special episode of Engaging Leader, featuring part 2 of an excerpt of Jesse’s live interview on TechSmith’s Visual Lounge with Matt Pierce.<br> While part 1 focused on the 5M framework as a comprehensive planning tool for communication, Simple Visual Story (SVS) is a great model for executing the components of the strategy more effectively, especially for remote communication. <br> SVS increases the effectiveness of videos, graphics, and other types of communication and education tactics to inspire trust and drive action. The SVS model has three components:<br> Simple:<br> <br> Short. Make it as long as it needs to be, but no longer.<br> Purposeful. Be clear about the target audiences and the outcomes you are seeking. What ACTIONS do you want people to take? What FEELINGS and BELIEFS do you want to stimulate?<br> Well crafted. Words matter – the right words and messages trigger worldviews and provoke reactions. Design also matters – the right graphical construction invites the brain to pay attention and digest the information.<br> <br> <br> Visual:<br> <br> Metaphors. Metaphors stimulate paradigms and set expectations. Use an image, analogy, or a “word picture” to associate with something already familiar to the audience. <br> Images. The average person reads between 200 – 300 words per minute, but less than a second to<a href="https://www.forbes.com/sites/gyro/2012/06/04/5-reasons-pinterest-is-a-must-for-business-marketers/"> process an image</a>. Eye-tracking studies also show that people gravitate immediately to images. Keep in mind that you are constantly competing with social media and mobile notifications for attention. <br> Characters. According to <a href="https://phys.org/news/2011-05-image-tend-pictures-people-wide.html">MIT neuroscience research</a>, images with people in them are the most memorable. Will your spokespeople or other characters resonate appropriately with the real-life people in your audience?<br> <br> <br> Story:<br> <br> Connection. A story makes it real … an issue affecting real-life people, not just a concept from management. A powerful story creates an emotional bond, so people are more likely to be open, willing, or even motivated to change.<br> Entertainment. If they have enough to keep people mentally interested, stories guide the imagination and frame the future. 30% of people say a movie has changed their mind about an issue.<br> Action. An effective story depicts specific people doing specific things and having specific feelings. This simulates the behaviors you’re asking people to practice. They equip people by showing, not merely telling. <br> <br> <br> Resources Mentioned in This Episode:<br> <br> Video version of this interview at <a href="https://www.techsmith.com/blog/communicate-better-remotely/">TechSmith Visual Lounge</a><br> Homepage:<a href="https://the-visual-lounge.captivate.fm/"> TechSmith Visual Lounge</a><br> Website:<a href="https://www.techsmith.com"> TechSmith.com</a><br> Example of <a href="https://workforcecommunication.com/work/">Simple Visual Story video</a> for Owens Corning <br> Twitter: <a href="https://twitter.com/JesseLahey">@JesseLahey</a><br> LinkedIn:<a href="https://www.linkedin.com/in/jesselahey/"> /jesselahey</a><br> <br> Subscribe on your favorite podcast app:<br> <a href="https://podcasts.apple.com/pa/podcast/engaging-leader-leadership-communication-principles/id559986908?l=en">Apple Podcast</a> | <a href="https://play.google.com/music/listen#/ps/Iqb6rywdpr237r4vad2wfnvbzca" data-et-has-event-already="true">Google Play</a> | <a href="https://open.spotify.com/show/1WO5MgfYikawfN1s9Gohzi?si=rfrsdZ1CS6GhT57YOkwwxw">Spotify</a> | <a href="https://www.stitcher.com/podcast/engaging-leader-communicate-engage-lead">Stitcher</a> | <a href="https://engagingleader.com/other-ways-to-listen/">Other Ways to Listen</a><br>
