Persuasion

The latest scary statistics about the resurgence of the measles virus, due – at least in high-income countries – to vaccine refusal, highlights the various ‘cognitive biases’ that lead people to base their decision-making on unfounded fears and beliefs rather than top-level scientific evidence.

They act as a timely reminder that it takes a lot more than facts to change people’s minds and move them to action.

According to a new report from UNICEF, an estimated 169 million children worldwide missed out on their first dose of the measles vaccine between 2010 and 2017, with the predictable result that ‘widening pockets of unvaccinated children have created a pathway to the measles outbreaks hitting several countries around the world today’.…

In my last blog I talked about the importance of making a powerful first impression when you present to an audience.

But endings are just as important as beginnings, and the professionals I coach seem to find them just as challenging.

Typically, they get to the end of their slide deck, summarise the data (although not invariably) and then end with a slide that reads ‘Thank you – any questions?’

The crucial step most, if not all, ignore is the ‘call to action’ – the compelling statement that tells your listeners how you want them to change their behaviour and/or their attitudes in the light of what you have said.…