The Hidden Edge

Irony, used gently conveys amused mockery or banter.  It is the back bone of spoofs and has a notorious role in the British sense of humour.  Having done some research I found it really difficult to find a simple description that easily conveys its meaning.  This, I think, is because what might seem ironic to me may not necessarily seem to be ironic to others. 

For the purpose of this Blog irony is the use of language to convey an outward meaning and different inward meaning.  Irony tends to fall into three categories

The first is where there are two audiences, one that understands what is going on and is privy to the underlying plot and acts as an observer whilst the other is uninitiated can only react to the outward meaning, a good example is ‘Candid Camera’ which links dramatic irony with humour. 

The second is rhetorical irony which is based on the use of language that is saying one thing whilst deliberately meaning the opposite which is obvious to the listener; for example when someone says “Warm enough for you” but actually means what a cold and wet day it really is.  Hyperbole is used to great ironic effect.  http://thehiddenedge.blogwessex.com/2007/07/29/end-of-an-era/

The third is situational or circumstantial irony where the expected outcome is opposite to the actual outcome better perhaps described as a flaw of fate.  This tends to be subjective. 

Irony is sometimes confused with sarcasm.  Certainly irony is a major means in the Sarcastic’s tool box.  But when it is used it is cruel, taunts and ridicules.

But there can be a fine line between what one finds humorous and what others may consider to be bullying.  Now I am not going all politically correct here – what I am saying is that, it is worth considering whether the words you are using and implying will come across without the support of your tone of voice and body language.

Even when you speak ironically the listener may not necessarily be on the same wave length and your humour may hit way of the mark.  When you don’t have the bonus of sight and tonal communication – irony needs to be used carefully. 

Many written works are considered masterpieces of irony and the authors have set the tone based on the words that they used so that you are in doubt as to the genre you are reading.  In short marketing pieces whether it is internal or external communications the use of words must be considered carefully to ensure the correct message is received. 

Let’s face it – if your literal meaning, which has an alternative intention, is acted upon literally; you may not be laughing.  Imagine if your April fools joke is actually believed by your clients and staff?  Likewise if you make a flippant comment that someone takes seriously!  Ratner’s crap gold jewellery springs to mind!

http://www.youtube.com/watch?v=7ng9iooXUxQ

This week sees the fifth anniversary of my working in the same job and for the same company.  Don’t misunderstand me; I love doing what I do.  I guess this is one of the reasons why I have kept at it for so long.

It has been, however, a long and difficult year due to significant organisational changes which are unlikely to abate. 

Now the nights are drawing in, following a non-summer and I am probably not the only one to be suffering SAD?  So when I found this on you tube I just knew I had to include it into this week’s Blog.

http://www.youtube.com/watch?v=louXPUW7tHU  

What amazing lyrics, I have always admired how Bowie manages to collate such random, eclectic ideas and turn them into something so powerful. 

I am sure that everyone will have their own story or memory that will connect with the sentiments as they see them.  I remember playing this over and over in the late 70’s when I was going through those difficult late teenage years.  You know the “you treat this house like a hotel” ones.   

This year, I have felt like I have been behaving a bit like a teenager.  I am smiling now with a little situational irony! 

http://www.tnellen.com/cybereng/lit_terms/irony.html I think I’ll explore irony a bit more next week.  

In the meantime I’m going to listen to it again – want to join me? Here’s a later version …. 

http://www.youtube.com/watch?v=EkCc_qiI7UA

Do you know what it is like to have a number of elements coming together at the same time that focus in on one particular area of interest for you?  This has happened to me recently in the exploration of descriptive prose.   

1. It has come up as an exercise in writing creatively http://thewriterswayjournal.blogspot.com/.  In particular how you can make words sound like they should be part of the story.
2. I have been advised to be more descriptive in my own writing.
3. I have been working with Richard Mack on his Sensory Seduction presentation.

The sensory seduction presentation was given to an audience that mostly comprised of B2B service business people.   Most marketing activities appeal to only two senses; sight and hearing, and for service orientated business usually only sight.  Yet we recognise people, products, and places using all five of our senses; including touch, smell, and taste.  Whether you’re selling marketing, PR, financial or HR services, your customers react in the same way as they do to products, using their five senses.  The more you are able to connect with them multi- sensually the deeper they will feel about your service. It is easy to identify how you can connect with the senses if you are selling a product but it is less easy when it is a service, still less when it is a business to business service.     

The Sixth Sense  What ever marketing material we are using we are aiming to make an emotional connection; one that stimulates resolute loyalty, and word of mouth recommendations.  Not all media channels are able to connect with the five senses, which is why it needs some thinking about.  However, it is possible to use the sixth sense, that one of gut feeling, kinaesthetic and memory to engage and stimulate the other senses.   This means linking into associations and using memories to stimulate a positive outcome.  This may involve using words to a much greater effect, to stimulate the memory of taste and touch and even sound.   

Smell – The pungent pong of cow pat – slightly hardened at the edges but still gloopy at the centre, humming with orange tinted flies.  Pah!  How empathetic is the P with the smell of pooh? 

Touch – The gentle draft of feather across the nape of the neck sends tremors of sexual intensity and sensitivity; from the tip of the tongue to the deep depths of decadence. 

Sound –  suddenly the sound was were more severe, sirens were now seriously piercing the howls and screams of the wind that was whipping through the chimney pots and causing monumental chaos in its wake. 

Taste - Whilst this is an example of yet another product do have a look at last year’s M&S Christmas food advert.  Listen to the words that have been used to stimulate the senses other than sight and sound.   http://www.youtube.com/watch?v=EHFKE6PD_6U 

 Pretty powerful eh?

but it doesn’t tell the whole story. 

http://www.facebook.com/photos.php?id=682676873 

I like this photo!  I think it is funny.  And for those of you who don’t know me, (I keep a low profile on this Blog) I am she with the rather large tongue! 

Whilst there is a lot going on, what is it all about? Why have I got my tongue out?  Who is the little boy and why is he pulling away from me?  Who is the women on the left – is she is colluding?  Why is she wearing velveteen trousers – or is she?  Why am I wearing a rain hat when the weather looks perfectly all right?  What time of year is it?  Why are all those people in the background all walking away from this scene?  Why are some of the flags flying in the wrong direction?  Where is this harbour?  Are we wide awake and excited or tiring out and fractious?  What is the man on the right just about to do?  What have I got in my hand and why might that be?  What are we thinking about?  How are we feeling?  Who has taken the photograph?  How did we get there?  Are we hungry or sated? 

http://www.youtube.com/watch?v=Q9uj98Tgm8Y 

Pictures will support your words, but by themselves they don’t say any much about the story true or otherwise.   

What would you say is going on?

This week, I was reminded of a vivid conversation I had with Steve Graham of White Bears

http://www.whitebears.co.uk/fe/htm/01/01.01.asp.  

We were discussing the ‘plagiarism’ of Dr Albert Mehrabian’s work and his often misquoted study of accepted meaning from the way we communicate. 

http://en.wikipedia.org/wiki/Albert_Mehrabian

His oft-cited research suggests that only 7% of the message we receive while communicating with others comes from the words that are used.  Only seven percent!  This means that 93% of the message comes from body language (at 55%) and tone of voice (at 38%).  I have heard, as a post script by almost all presenters, myself included in times gone by, that even though words make up a mere 7%, they are still important!

I have mulled over this and wonder why we should make such a statement.  Then Steve drove the message home (in a phone call as it happened!)  It is not the message that is heard or seen it is a perceived meaning that is heard or seen and the consequence of that. 

Now, Mehrabian’s research was undertaken and published in the 1970s!  Yet so much of our communication now is no longer face to face – the 2.0 era is upon us.  We communicate regularly via email, Blogs, Facebook, My space and text.  There is very little opportunity to ascertain the meaning of what is being said from body language and tone of voice.  No wonder we end up wasting time and energy correcting a misconception from a slightly mis-worded email – 93% of the meaning that we have been used to using is lost!

So getting the content right using these new communication channels has got to be crucial, but so too will be getting the tone right and … I guess - the body language.  The words and the punctuation you use are paramount in offering the right tone of voice, but how do we now communicate body language? 

I am looking for great examples of written communication that makes use of body language to get the meaning of the message across.  In the meantime have a listen to this:

http://www.youtube.com/watch?v=BnejNGprm3I

And if you have any suggestions and/or links please do list them here:

http://www.youtube.com/watch?v=TGDQ85Dg-ss  

One of the most powerful things I have read about is the sales team in an envelope theory.  I do believe it came from Dan Kennedy, American Guru of the No BS fame.  http://kennedy-kimble.com/secret.htm  

As we know, people like to read about things in different ways, so when sending out a direct mail shot you could do worse than consider the following aspects of a brilliant mail shot from Tony Robbins another very wealthy Guru in his own right.  This mailshot was actually part of a direct marketing campaign and there were other aspects to it that are also significantly important to consider so I will start from the beginning. 

Word spread like wild fire about a free Anthony Robbins book that was being given away, called Notes from a Friend worth £5.99.  All you had to do was to apply for it on line. http://www.anthonyrobbinseurope.com/tony-robbins.htm?gclid=CN-lp-7QyI4CFQQdEgodzxvNwQ  

The book was duly received with some details about the next and final Anthony Robbins seminar in the
UK entitled Unleash the Power Within.  I read the book and shortly afterwards I received a phone call from ‘Jim’.  Jim introduced himself as my personal contact on the Anthony Robbins team and did I enjoy the book?… And would I like to book for the four day seminar in October?  I naturally gave the usual fob off – ‘I’m still thinking about it’ – but to be honest it was true!  I wanted to go but thought it was a little pricey. 

Shortly after I received THE mail shot.  In it was a sales letter addressed to me.  There was a posh brochure with some more details about the seminar, some testimonials and a photocopied article from a newspaper.  This article was written by a journalist who had been to an Unleash the Power Within seminar.  Prior to his adventure he had (like me) been sceptical about the Walking on Hot Coals activity.  His scepticism was increased when he was asked to sign a disclaimer for any damages that may be sustained during the course of said fire walk.  But during the seminar he had listened to the master and like 10,000 others, decided to throw caution to the wind and go for it.  The delight of being with said 10,000 who had conquered their fear too, was unimaginable.  He was so glad to have done it. 

Now – don’t get me wrong.  Whilst I did go to this seminar, I didn’t walk on hot coals!  Not because I thought I would be hurt but because I didn’t need to walk on them to know I have the courage to change things I want to.  However, it was this piece of copy and the subsequent phone calls from Jim, my personal conduit to Anthony Robbins that convinced me to sign up for the Unleash the Power Seminar. I knew then, that I could learn something. 

The key message is that if you are considering a direct mail campaign, do think of it as a camapign, not a one off exercise and make sure that you include in your envelope items that will engage all reader preferences.  Think about the objections that your customers raise and put together something in print that will negate those objections preferably from one of your customers – not you.  You might like to include a keep-sake of some description – in Robbins case there is The Book.  What could you use that is tactile and will benefit your potential client base?  For further ideas you might like to go to http://www.rtpromotions.co.uk/  

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Who Moved My Cheese?  Dr Spencer Johnson writes this parable in the similar format as his other best seller, The One Minute Manager.  Whilst I had been a little sceptical about buying this book – I did find it in Oxfam for £1.99 and now felt that it was worth the investment risk!  ;0) 

I have read some very interesting stuff on managing change but what I did like about this parable is that it is: – a parable.  Therefore it gives the inherent problems with change; denial, resistance, dissatisfaction and action; a whimsical language and point of reference for groups of people facing such a challenge. 

There are three parts to the book; a preamble where a school reunion takes place, the telling of the parable itself, then the evaluation of the same with each member applying the learning points to different scenarios.  Whilst it might be tempting to skip the last part – stay with it.  It is the most valuable – at least for pragmatists like me. 

There are four characters in the parable; Sniff, Scurry, Hem and Haw.  Each takes one of the combinations of being ready/not ready and willing/not willing.  Able doesn’t seem to come into it as those who are both ready and willing will overcome ability obstacles.

All four find themselves happily at Cheese Station 3, a prosperous location within a Maze with a seemingly endless Cheese ‘source’.  It is worth noting, here, that ‘Cheese’ is the collective given to all things that you want in (and out of) your life.   Alas the Cheese runs out at Cheese Station 3 and the story continues with the adventures of: 

Sniff (bold and adventurous ready to sniff out the next ‘Choice’ Cheese Station)

• Scurry (action orientated and results driven who follows Sniff’s lead)
• Hem (the critical thinker whose capacity for concern and control overrides his need for new Cheese)
• Haw (hesitant, yet realistic and sensible who heads out leaving a path for others to follow)

Key learning points:  Dissatisfaction: what do you need to let go of?  Vision: what do you need to move on to?  These are two of three items I think you need to consider when dealing with change; the third is to determine the first steps you need to take to move you towards your vision. 

Other key learning points that come up are: 

What would you do if you weren’t afraid?  Every Cheese has a shelf life!  You can move your own Cheese! Old Cheese could well be old behaviours rather than old situations. Get the right peer pressure prevalent then no one will want to look like Hem! 

And now a dilemma.  Do I send you off to a highly amusing skit by John Cheese (ops sorry Cleese) albeit very old, a bit too long, but still funny.

http://www.youtube.com/watch?v=c3c3qJIwMDc 

Or do I send you off to a really cheesy après Ski song - Say Cheese! 

http://www.youtube.com/watch?v=zGtO6bAvfaY 

Tell you what?  You cheese! (Ops, sorry I mean choose!)

I couldn’t possibly do any better justice to the don’ts of PowerPoint than Don McMillan in his 5 minute comedy After Death by PowerPoint http://www.youtube.com/watch?v=HLpjrHzgSRM 

However, sometimes I think we learn more from what is done well rather than what is done badly. 

I guess you can use PowerPoint for lots of different reasons and so for the purpose of this Blog I am referencing its use as a prop to support a presentation.  I am, of course, using the term ‘prop’ in a theatrical sense rather than a staff or crutch.  Anyone who needs to use PowerPoint as an autocue should, perhaps, not be presenting at all. 

Presentations are story telling for a purpose.  Without wishing to generalise too much, the purpose tends to be about communicating a message which needs to be understood by the audience.   

We prefer to learn in different ways:  audio, visual and kinaesthetic; tell me, show me, let me think about it!  The presentation in itself neatly caters for the auditory learners; visual learners can be nicely stimulated by visual connections if properly supported with PowerPoint graphics.  If you are really clever you can integrate exploratory ideas in the slides that will engage the kinaesthetic learner too.  These learners like to explore, reflect, and internally debate a point.  The key factor is that it is you who is pivotal to the presentation and PowerPoint really needs to be supporting what you are saying.  So you must only let it do what you can’t do with the spoken word. 

Top tips to consider when compiling your first draft! 

• Do not use a Microsoft template.  It is too tempting to fill the slides with words.
• Plan not to use bullet points at all!  Instead illustrate what you would say with a picture but not clip art.  Pah!
• Check out Google Images or Flickr – there are stacks of pictures that are copyright free to help you illustrate your points.
• People buy into emotion and justify with fact – choose images that convey emotions.
• If you must use words in a presentation then consider the five words per line and five lines per slide rule.
• Use the largest font size you can and make it bold – the smallest font size should be no less than 18.
• If you are scanning images in from another source please bear in mind the point above.  What you can see on your computer screen is not how it will look once projected.
• Use the deepest contrast of colours.  It is easier to read dark words on a light background than it is the other way around.
• Use different fonts according to the subject matter, each font can convey its own message (kinaesthetic learners will love you!)
• You can frame text for emphasis and/or readability.
• As a rule of thumb use no more than 30 slides per hour of presentation.  That equates to two minutes of explanation per slide.
• The above can be extended for those who have humorous slides that need no explanation and are there to break a sequence.
• Keep to one concept only per slide.
• Use graphs, organisational charts, graphics, pie charts but keep them simple.
• You can also include blank slides when the emphasis of the presentation requires the audience to focus on you the speaker.
• Use animation and sound sparingly – the attention should be on you, the presenter.
• In the West we read left to right; top to bottom so if you use slide animation consider that.  It is easier to assimilate if you follow the same format.
• You may wish to refer to a video to illustrate a point – YouTube can be fab for that. 

Here’s how you can embed one into your PowerPoint presentation http://www.youtube.com/watch?v=4yzUxNbi1h4

When you have put together your PowerPoint slides, ruthlessly edit by asking yourself what the audience will learn from each slide and whether it adds anything to the value of your presentation.  If it does add value leave it in – if it doesn’t scrap that slide. 

PS extra top tips! 

• Design is important and critical in terms of getting the message across.
• If you need to use a script then use the notes section available.
• When you move onto the next slide give the audience a moment to assimilate the new material – if you speak at the same time you will be competing with your prop.  Give the audience time for their curiosity to be satisfied with the concept of the new material.  The amount of time you need to give depends on the complexity of the material on the slide.  I say keep it simple; one concept per slide!
• Actively collaborate with the PowerPoint presentation using pointer options: 

Please do add your own top tips on how to make good use of PowerPoint during presentations.

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Congratulations!  If you are reading this then you have already taken the decision to apply for an award.  There are two key elements you need to consider before you write your award entry - content and style.  Hopefully the following tips will help you put together an award winning entry.

1.  Get Cracking:

It is not often you are given the chance to legitimately promote your business and generate free publicity; encourage and praise your team and potentially win the prestigious award and the potential prize money. What have you got to lose?

2.  Choose appropriate award category:

Choose all the categories you think you could compete in. Remember, not all categories are as well represented as others. The questions within each category are straightforward.  Consider compelling examples, testimonials or measurements that endorse and support your achievements.

3.  Answer the questions:

Answer each question in full, the more details and benefits to your business, the more your application will stand out with the judges. Don’t assume that information that you may have included in a previous answer will be recalled, repeat specific details to a question, especially if you are applying for more than one award. 

3.  Boast - don’t be modest! 

Your positive opening words are crucial to the content.  Begin with the end.  This is the hook which will encourage those judging to delve deeper.  So don’t ramble; get to the point, every word should count. Be proud of what you have done, this is one time when it is absolutely right to boast.   

4.  Give specific examples: 

The judges are looking for clear examples of how you have improved your business so wherever possible substantiate your claims with figures.  Remember that the judges may not have any past experience of your industry, avoid technical jargon.  Judges need to be able to understand easily your industry, product or market from the information you have included. 

5.  Proof read:

Even if you have used spell check, first read your application out loud.  You will identify spelling and grammatical errors as well as check for clarity, rhythm and pace.  Then get someone else outside your organisation to proof read your application for clarity, spelling and grammatical errors. It’s very difficult to spot your own mistakes especially if you have already done several drafts.

Don’t forget to post it – if you don’t enter you can’t win.  Good luck!

http://www.youtube.com/watch?v=r4C3CmmGUQk&mode=related&search==

A move away from the content of the last few Blogs on to a more light hearted, nay flippant, look at Chicken Soup.  There are umpteen books under the auspices of Chicken Soup for the Soul of which I have but one - Chicken Soup for the Soul in Business.  For other versions please see http://www.chickensoup.com/   

The underlying concept of these best sellers is that there are some great stories that give comfort that things will be all right in the end. Each book is a collection of stories that overcomes adversity or tragedy and gives one a feeling of contentment.  Just as chicken soup does in real life!  http://en.wikipedia.org/wiki/Chicken_soup   

And if you are still not sure have a listen to this http://www.youtube.com/watch?v=zOpJdP7NEJ0  

Of course, you may be just a little sceptical about the powers of Chicken Soup and perhaps justifiably; if it is lace with too much sugar.  The overwhelming chicken soup sentiment can turn if it is not careful into what is now known as Glurge.  http://www.snopes.com/glurge/glurge.asp 

My preference is for Heinz Tomato Soup.  I vote that you can do no better and I strongly recommend it to all men!  http://www.telegraph.co.uk/earth/main.jhtml?xml=/earth/2007/07/28/scisoup128.xml    If you enjoy reading my Blogs, then click on comments then RSS and you will receive and update as an when I post a new Blog.