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Brainstorming Technique #1 - Audience Transformation Roadmap

okay, now, you know, your audience, you set yourself the right objective, what's the next step? The next step now is for you to start brainstorming to identify your key messages and what I want to do in this lesson is I want to give you a technique I want to share with you a very powerful creativity technique for you to be able to do that. We call it the 80 our audience transformation Roma, 80 are now why transformation? Because remember we talked about in the previous lesson, your objective, when you present is to create a transformation, it's to change something in what your audience believes feels and does. I should also say I'm going to do a demonstration for you of this technique and of course this is an online course, so I need to use technology, but if you can at this stage, forget the technology, there will be an exercise for you later and forget the technology go analog. I don't know if you know john Cleese, the actor, john kelly said that we don't know where we get our ideas ...

from, but what we do know is that we don't get them from our laptops. Now, I agree with him 100%. So at this stage, if you want to be creative, if you want to be able to develop a compelling message, forget the technology. Now, here is how the audience transformation roadmap works. There you go, that's your audience transformational Roma. So you have a few columns you see here, what they as in the audience and then a couple of key columns before and after. So before your presentation and after your presentation. Now, let's start with this column here, before you need to ask yourself four key questions and hear the question? The first one, Okay, what does your audience know about your subject before your presentation? These are facts, This is what's true, that's what they know. Oh, by the way, that's also what they don't know if that's relevant. And then you go down and the second question is, okay, what do they believe about your subject before your presentation? And you come up with other ideas here? Now, the difference here believing this is not what they know, this is not what's true, that's what they think they know, but maybe that's not the case. And then you go down, what do they feel about your subject before your presentation? Now, the difference between believing and feeling is that, for example, I believe dates time for dinner, I feel hungry. So, you see, feeling is a bit more emotional. And then finally, final question here, what does your audience do in relation to your subject in relation to your activities before your presentation And you come up with some ideas for each of these sections. It could be a couple of ideas each. It could be five ideas, 10 ideas, whatever works for you, and then what you do is you ask yourself the same questions, but in the after column and what's important is that you start here in the do section, remember the question is what do you want your audience to do after your presentation, That's your key objective. If you don't want your audience to take action after your presentation, that's fine. But perhaps there is no need to make a presentation. So that's the key question. What do you want your audience to do after your presentation, which is by the way, very much connected to what we talked about in the previous lesson, that's your objective and then you go back up, okay, what do they need to feel after your presentation? What do they need to believe? And also of course, what do they need to know? We use this technique with hundreds of clients, one in particular. I wanted to mention here is a company that wanted to start selling wine by phone. And so we used the audience transformation roadmap together for them to be able to develop their sales presentation. So let's imagine that I'm the ceo of this company and I want to use this technique for me to be able to identify the key messages that I may want to communicate during my presentation. Now, for example, I could say, okay, what does my audience know before my presentation? Well, I know based on experience that they know who we are and I think they also know about our wines. Okay, perfect, let's go down. What do they believe then, before my presentation? Well I'm sure what they believe is that bind by phone is risky and that's the key thing. We will want to change that and then we go down. What do they feel before your presentation? Well, I'm sure they feel defensive. First of all, they also have this feeling of intrusion. If somebody calls you and they ask if you want to buy some wine on the phone, so they feel a bit uncomfortable about him. And then final question, what do they do today before my presentation? Well, they buy somewhere else and that's exactly what we want to change. So the key question that becomes, okay, what do I want my audience to do after my presentation? Well, I want them to stop buying somewhere else. I want them to buy from me. I want them to recommend me or maybe both buy from me and also recommend their company and then we go up. Okay, what do they need to feel after my presentation instead of defensive and this feeling of intrusion? They need to feel trust. They need to feel curious. They need to have this desire that maybe that this could be a great opportunity for them, especially of course, if they're interested in. Why? Okay, what do they need to believe then? Well, first of all, they need to believe that our wine is good because if it's not good, it doesn't matter whether we sell it online or by phone or face to face. It has to be good, otherwise they're not going to buy? And also the key thing here is that what they need to believe is that bind by phone, it's not risky at all. It's actually very safe. And then finally, what do they need to know? Well, they need to know of course, how to buy because if they don't know how to buy, they are not going to buy. So I'm not going to achieve my objective. I'm sure they also want to know about perhaps the return policy. How does that work? Especially when it comes to buying by phone or online. How does the return policy work? And I'm sure they also want to know something about some of our satisfied happy clients. So you see you come up with some ideas in each column and then what you need to do is you need to complete the column in the middle. We call it the transformation column. You want to take your audience from where they are today to where you want them to be after your presentation in terms of what they believe, what they feel and what they do. And the way you complete this column is sometimes it's as easy as taking all of the ideas from the after column and putting them down into the column in the middle, but also you want to go a bit deeper. So say for example that you have a key idea key message that you want to share at this stage. Ask yourself okay. What story can I tell? What example can I bring? Is there a case study that I can use for you to be able to explain that message in a better way. That's what I mean by going deeper. And you could use for example, you don't have to but you could use post it notes. We do it all the time with our clients Go analog. So you could have in that column in the Middle one idea per post it note. And that's what you want to be able to create. So for example, here, this could be some of the ideas that we may want to communicate during the presentation. Ok. For example, we can tell them about who we are not a bit not too much because we think that we already they already know who we are. And then you see return policy. They want to know the return policy. Okay, let's tell them a story that illustrates that particular point. And then we also need to know we need to tell them how to buy and then let's continue What What other ideas can we communicate during the presentation? Well, they want to know about satisfied clients. Let's tell them a story of a happy client. You see you go deeper. It's not just the message. What story can you tell to illustrate that point and then we want to build some trust. Okay, well how can we do that? Well, perhaps we can ask them about their testes and we can find shared testes which by the way, will also make it easier for us to then make a relevant offer at the end. Remember our objective is for them to buy from us And then let's continue what are what are their ideas? Well, again, they need to understand that buying by phone is safe. Okay, what example can we bring for them to really understand that That's the case, buying by phone is not risky at all. We can also tell them about how we how what we offer is great value so that they trust us so that they have this desire. We can also tell them about a story of their particular client who loved their wine. And then again, we can share some perhaps some interesting wine fags to build their curiosity. The hook was the hook. How can we capture their attention quickly? And this is something that we're going to work on together in the next lessons. We can also ask them where they buy today. So we know that they buy somewhere else, but where really do they buy again, that will make it easier for us to make a relevant, relevant offer which is our objective and then a call to action. We make an offer. And we also may want to create a sense of urgency for their offer. And you see these are all of the ideas or most of the ideas that you may want to communicate during your presentation and they are the result of a very simple but super effective creativity technique. The audience transformation roadmap. Now here is a photo of the actual brainstorming session that we did with that client. So in this case as you can see, we used a white board before after sticking out one idea per positive note. Now we use this technique with hundreds of clients including for many sales presentations, it's not just for sales presentations but just to give an idea when we used it for sales presentations, the results were impressive for example, we have a client who was able to get €2 million in funding investment thanks to that pitch which was developed from a content perspective using this technique also we have so many of our startup clients, one that pitch competitions again thanks to the use of this technique, the power of the audience transformation roadmap is that it allows you to come up with messages which are less focused on what the audience needs to know, remember that's not your objective, it helps you come up with messages which are in practice more focused on what they need to believe, feel and do it. Orients your presentations towards generating feelings and emotions and that's why it's so powerful. This is the audience transformation roadmap now in the next lesson I want to share with you. Another possibility, Another brainstorming technique, which is called the mind map. I'll see you there.