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Reading Notes | Briefing Psychology, how to do a briefing? Use the 4P steps to make the audience willing to listen to you attentively

Think back to whether you were stuck in the following briefing dilemma:

1. Every time you come to the stage to report, the audience below the stage always falls asleep?
2. As soon as you take the stage, will you be so nervous that you forget your words?
3. When making a presentation, do not know how to match the pictures and texts?
4. The story is too long, don't know how to simplify it to the point?
5. Only say what you want to say, but not what the other party wants to hear, or what everyone already knows ?

If your audience listens to a briefing speech and still doesn't know how to do it, or nothing changes after hearing it, why take the time to speak?

There are many briefing books on the market. Most of the key concepts of the briefing books are very similar, but they will be different according to the author's professional background and own experience, so the angle of entry will also be somewhat different.

The book I want to share today is: Briefing Psychology: Breaking Through the Brain Trap! Using the 4P steps + LDS rule to capture the mind of the audience "
This is a book that tells you how to create an efficient presentation from a psychological point of view. It first explains how the human mind works, and then tells you that using these techniques, you will be able to Let the audience be willing to listen to you attentively. This is a rare angle on the market today, so the feeling of reading it will be extraordinarily different
.

Who is the author ?

Lin Juncheng is a clinical psychologist and corporate lecturer who likes to use presentations to let audiences know that psychology is very engaging. He holds the Taiwan College Entrance Examination Clinical Psychologist license, and the American Physiological Feedback International Alliance Neurophysiological Feedback Psychologist certification.

Test your presentation skills before reading

The author specially made a quiz of "Exclusive Presentation Ability". Test your presentation ability before reading this book! The quiz is very simple and can be completed in about a minute. Through the quiz, you can know the parts you need to improve in the process of making the presentation, and suggest which chapters of the book you can read for reinforcement learning.

The presentation ability quiz will need to be scanned through the QR code APP:
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1. Scan the QR code on the book

2. After decoding, open the webpage

3. Test your presentation skills

The ultimate purpose of the presentation is to persuade the audience

A briefing or speech put it bluntly, is to put what is in one's own head into someone else's head. But what is the ultimate purpose of the briefing? In fact, it is to make the target audience take action or change their behavior .

There are two types of presentations, descriptive presentations and persuasive presentations:

1. Descriptive Briefing

Briefly talk about one thing, usually a work progress report, a descriptive briefing is to present a message, give a structure or direction, then add details, briefly introduce the topic after the opening, then enter the key description, and finally close .

2. Persuasive briefings

The purpose of persuasive presentations is often strong, that is, to make the audience make a certain decision and produce a certain action, so in the process of the presentation, the ideal situation is that after the audience has heard your presentation, they can start from the beginning. state, improve to a higher level, or make a change you expect, so it takes more time to work on the persuasive briefing.

Briefing is the process of "messaging"

Briefing speech is the process of "message delivery", which can be simplified as the " 3Rs " of the messenger , namely Receive , Realize and Response .

The messenger or briefer will have his own understanding of a message received, and then he will react and form his own position, which may be support, disapproval, or disapproval. And the briefer will use the briefing speech to make the audience change or make a certain behavior. But whether or not the listener will produce a change in behavior depends on what he receives and how he understands it . In the process of 3R , if there is a problem in one link, it will make the whole message transmission go a long way. For example, obviously you are talking about A , but the audience has three situations:

❶ Did not receive, or received B (commonly known as not listening, or pretending to listen).
❷ The received is A , but it is understood as B (commonly known as misunderstanding).
❸ The received is A , the understanding is also A , but the response is B.

Basic Principles of Successful Briefing: 4Ps & LDS Principles

" 4P Mode

1. Preparation 2. Presentation 3. Performance 4. Persuasion

Take the stage play as an example:

Preparation ( Preparation )
planning script ( the theme of the briefing speech ) , actor list ( usually the protagonist is you ) , audience attributes ( different scripts will have the main group ) . Presentation ( Presentation ) stage props, lighting effects, steps, etc. Performance Interpretation ( Performance )

How to perform to the best effect, how to match props to make the audience feel there, and how to make you feel credible. Communication persuasion ( Persuasion )

The core belief to be presented in this stage play is what kind of impact and ideas do you want the audience to have after watching the performance? behavioral patterns to achieve desired changes.

" LDS Law":

In the process of conveying the message, the LDS principle directly gives the audience a Layout , and you and the audience are both observing each other's words (Look) , so pay special attention to the other party's expression and the aura you exude, and then explain to the audience. Choose Directions & Do , and finally a Summary , or tell a good story .

Getting Ready: 4 Briefing Presentation Structures

According to the Zhou Harry window theory, the speech structure can be divided into four areas, namely open area, blind area, hidden area and unknown area.

Architecture 1 : Open area (open)

If the message you want to convey in your presentation is already known to the audience, then you need to reduce the proportion of known content, but it does not mean that the audience does not need to say it if they know it. Even if it is a known message, sometimes you need to adjust the way of expression. also have different effects.

For example, a high-end steak can feature 80% juicy and tender meat, or 20% fat and fatty meat. The former will make people feel more delicious and the latter will feel more greasy. It is obviously the same thing, but different interpretations. There will be different psychological feelings.

Architecture 2 : Hidden

You know the information that others don't, and the so-called briefing is to let the other party know the information in the "hidden area" that others don't know through any means.

Architecture 3 : Blind Area (Blind)

The information that you don’t know, but others do know, is the so-called “blind spot”, such as an unaware mantra or habit. The blind area should pay attention to the content and expression of the presentation.

The "content" is whether you have prepared enough professional presentations. If the audience knows what you don't know when you are speaking, or the audience points out that your presentation has misinformation, then prepare to be washed.

In addition, during the briefing, there are often habits or mantras that I did not pay attention to. For example, when I am nervous, there will be a lot of redundant words in my speech. To improve the blind area, we need continuous practice, so that I can express myself fluently and naturally , and try not to bite words. Unclear, skipped stitches, forgotten words.

Structure 4 : Unknown area (Unknown)

Information that neither oneself nor others know is likely to be a source of creativity, or it may be a crisis. All kinds of unexpected things may happen at this time, and we can only find ways to adapt to the situation. , From a psychological point of view, the unknown area is often the source of creative inspiration . Although they do not know each other, when the two parties brainstorm together, they often create unexpected sparks.

Getting Ready: Know Your Audience

From the perspective of DISC personality theory, audience characteristics can be divided into four types: dominant, influencing and expressive, robust and agreeable, and cautious and analytical.

Type 1: Dominance

This type of people cares about task completion and quick decision-making, so they like to listen to key points and implement plans. The best way to give briefing speeches to this group is to cut directly to the key points . If the briefing object happens to be your supervisor, it is best to encounter problems. Don't throw the problem directly to the supervisor, but analyze it in advance and propose the corresponding solution .

There should never be just one solution, and preferably no more than three, because for the dominant type, these solutions are as good as they are not.

The second: affect the expression type

This type of person is more decisive, but also attaches great importance to human feelings. At the same time, they also love performances and lively plots. They don’t have a special feeling for data, but they like to be enthusiastic about specific things. These types of people like to hear visions, and it's best to let them actually experience what it's really like, or try out different scenarios.

The third type : robust affinity

This type of people does not like to be stimulated or early adopters, but they are easily moved by stories and like to listen to user testimonies or actual cases, so it is best to show the atmosphere of your presentation content and bring them back to the scene to speak Story or share case execution.

Fourth: cautious analysis

This type of people likes to look at data, so it is best to prepare relevant supporting materials and attachments. Even if the data is clearly presented, they will still try to see if there are blind spots. For this type of people, they can actually deal with it easily, but too much Please reduce the proportion of humorous sections of variety shows as much as possible.

Create a briefing that you remember, the 3 principles

There is one key point in making a presentation, and the audience will remember that the experience of many good presenters is three key principles.

From a psychological point of view, the reason is related to our limited memory capacity. If there are only 1~3 items in each category during learning, the memory effect will be better: if there are 4~6 items in each category, then You can remember about 80%. If you increase it, the performance of memory will be significantly reduced.

How to make a good presentation

A good presentation can make communication more effective through visual effects. Words can affect the interpretation of pictures, and pictures can also affect the atmosphere of the text. Remember a core concept, that is, when the pictures you present, and the theme you express, can be more effective. Fusion allows the audience to immerse themselves in the situation and then accept what you have to say.

When people look at something, the information from the left visual field is transmitted to the right hemisphere for processing, and the visual information from the right visual field is transmitted to the left hemisphere for processing, and the "image" of the right hemisphere is more efficient than the left hemisphere. The left hemisphere processes "words" more efficiently than the right hemisphere.

When giving a presentation, if there are text and pictures to be presented left and right at the same time , it will be much easier for the general audience to accept the message of "left image and right image" than "left image and right image".

7 types of lens movements for visual movement

1. Tic Tac Toe Slides

Placing the text on the four intersections of the nine-square grid is the most comfortable visual .

2. Rule of thirds slides

Put key words or pictures in the three-equal area, which is more stable, quiet and stable.

3. Guide line slides

Put the key sentence on the apex of the extended triangle, which is more stable and balanced.

4. Diagonal slides

Placing the subject diagonally adds a sense of dynamism .

5. Compare slides

Compare each other to quickly identify differences, and are often used for Before and After.

6. Full page slides

Let the image take up the entire slide to reinforce the audience's impression .

7. Contextual integration slides

16:9 layout setting

From the point of view of visual psychology, setting the 16:9 slideshow will make it easier for the audience to process the information. From the perspective of the hardware of the projection equipment, the 16:9 slideshow has a lower risk of being cut after being projected. , so setting 16:9 for the presentation layout is the most appropriate!

Performance Interpretation: Briefing the 5S

The author shared the 5S rules of the briefing, so that you will be the focus of the audience as soon as you play.

The first: Surprise Statistics

Start with surprising data and let the audience know the importance or seriousness of the topic of the presentation, aka the "tell the little things big" technique.

For example, one person develops dementia every three seconds, and as I finish this sentence, many people in one corner of the world are being diagnosed with dementia.

The second type: Story

Stories can not only change the cognitive structure of the brain, but also leave a lasting impression.

For example, Tristram Stuart, a well-known food industry critic, gave a TED talk "The scandal of global food waste". He started with a story from his own experience, and then cited data to present the issue of food waste.

The third type: golden sentence (Slogan)

Use famous quotes or simple formulas to make the content of the speech worthwhile and even easy to remember.

For example, imagination is your superpower.

Fourth: Concise (Short)

Be concise when expressing and get to the point quickly. In this era of information explosion, in order to attract the audience's attention from the very beginning, it is the most effective way to start the speech by letting the audience know the main point before the speech starts.

Fifth: Show property

If you can show the real objects or props you want to share, just show it to the audience! This will also impress the audience!

Communication and persuasion, make communication more effective

The most important element of persuasion is "you must truly believe in what you are going to persuade others". The author also shared three techniques for her to take the stage :

The first type: strong head and tail, clear in the middle

People tend to have a deep memory for the information at the beginning and end, so in a briefing speech, the content that appears at the beginning is relatively influential, and it is easy for people to recall and even affect the overall impression. When the audience remembers what you want to talk about, make good use of the beginning and the end.

The second: body movements

People should also pay attention to non-verbal messages when conveying messages. When you are trying to persuade others, the audience will also be influenced by physical cues, but pay attention to when the audience resists (ex: cross their hands on their chests) , which may indicate that the audience does not want to hear what you have to say, or may imply a reserved attitude towards the message.

The third: look at the audience, make eye contact

During the briefing, try to make eye contact with the audience to express your own stage charm, but the power of the eyes should be well-balanced, non-threatening, non-pretentious, and most natural to make eye contact.

Epilogue

After reading "The Psychology of Briefing ", I have a better understanding of "how to make a good briefing". This book has brought me a lot of benefits. It is very important to prepare before the briefing. To what purpose? Who are you going to tell ? How to express it ? Then collect corroborating relevant information, and pay attention to the typesetting effect when making the presentation, including the visual trend of the PPT screen process, how the text and pictures complement each other, and the most important thing is to find your own "blind spot" to strengthen and improve the areas you are not familiar with. professional.

Share my own experience. In the past, when I was giving a briefing, I was often too nervous, resulting in a constant stuttering of speech and a lot of redundant words. This is my "blind spot" . Later, I found a way to improve the blind spot, which is Before I report, I will type down the briefing process in Word, and mark the key points that must be mentioned, so as to avoid forgetting the content due to momentary tension, and then I will practice speaking and expression while watching the briefing. I was nervous, but because I had practiced before, I was able to express the key points of the presentation smoothly.

To sum up, it is recommended that you go to buy this book to read, use the skills suggested in the book, and strengthen the areas where your briefing ability is insufficient!

Three reasons why I recommend this book

1. Knowledge is supported by theory

For example, if you want to create a "remembered presentation", follow the principle of three key points. If there are more than three key points, the audience's memory will start to decline. Jobs' briefing at the Apple conference used three key points. A key principle, so Apple's advertising will always be memorable.

Why three points? The reason has to do with our limited memory capacity. From a psychological point of view, if there are only 1~3 items in each category during learning, the memory effect will be better: if there are 4~6 items in each category, you can remember about 80%, and if you increase it, the memory will be better. performance will be significantly reduced.

The author uses a professional background in psychology to tell you how the human mind works, and from this perspective, he tells you what you should pay attention to when giving a briefing, and how to accurately grab the attention of the audience.

2. Simple and easy to understand.

Although this book is written from a psychological point of view, and many medical terms are mentioned in it, the author converts the difficult terms into easier-to-understand terms to express, so I feel that reading it Not too difficult.

3. Logical strategic steps

The author tells us that the briefing speech is the process of "message transmission", and this process can be simplified as the "3Rs" of the messenger, namely Receive, Realize and Response. The ultimate purpose of the briefing is to To get the target audience to act or change their behavior.

However, whether the audience will change their behavior depends on the content they receive and their understanding of the content. Therefore, preparation in advance is very important. The author proposes a 4P communication model to avoid misunderstandings . ), presentation, performance, and persuasion, as long as you strengthen each step of the link, you can reduce misunderstandings and achieve the ultimate goal.

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