Focus Magazine - Winter 2015 - (Page 17)

NEUROSCIENCE Merrill Collier The Neuroscience of Messaging "On average, five times as many people read the headline as read the body copy." - David Ogilvy M essaging is ubiquitous, big business and eﬀective. Aer all, competition is intense for the limited resource of attention. At its core, eﬀective messaging has powerful influence over how we react psychologically, physiologically and behaviorally. In the life sciences industry, coordinated clinical, product and competitive messaging campaigns that are successfully executed can defend and grow lucrative worldwide market share. But, messaging that is neither concise nor delivered uniformly or consistently leaves the door open to market share losses. Training and marketing teams must partner to deliver and reinforce messaging in a way that increases retention and encourages the field to stay on message to help drive results. NeuroRule of 3 Is persuasive messaging borne out of art, science or both? In reality, applied consumer neuroscience research drives its eﬀectiveness. * Enough. e suﬃciency principle argues that when individuals make a judgment about a message, they strive to expend just enough eﬀort while addressing motivational concerns until their confidence reaches their desired level. * Trifecta. Research shows that credibility increases when three messages are presented. Why? ree gives the perception you've "done your homework," yet you're not trying too hard. Four+ messages invites skepticism. ("Is she or he trying too hard to convince?") Piling on more messages reduces stability, a.k.a. credibility and engagement. A Georgetown University applied neuroscience study, which set out to identify the optimal number of claims in a persuasion setting, confirmed whereas three charms, four alarms. * Simple. e brain perceives messages that are easy to understand as more persuasive. Also, let's not forget that simple is easier to recall and to share. Complex messaging is at high risk of morphing through the act of sharing. e goal is immediate understanding through elegant simplicity. Less is more; less mental translation needed, the better and more accepted. NeuroTension What is the science behind messaging reinforcement? e Ziegarnik Eﬀect is when uncompleted tasks stick in one's mind more than completed ones. Soviet psychologist Bluma Zeigarnik noticed how waiters recalled much detail about the uncompleted orders, but little about tables served and paid. How much more do you dwell on unfinished tasks, as compared to the tasks you have completed? is can be translated to training. Learners who stop and start studies with breaks, similar to spaced messaging reinforcement, end up with better material recall. Kurt Lewin also studied the tension-behavior dynamic, and proved a task begun but not completed creates tension causing relevant info to be more easily remembered. Got Messaging? Rule the day with simple, clear, reinforced messaging. e payoﬀ comes in immediate and widespread comprehension with recall that can easily be shared. ■ Merrill Collier is a senior manager of training & education at St. Jude Medical. This article expresses the personal perspectives of the author. Merrill Collier can be reached at Merrill.F.Collier@gmail.com. FOCUS | WINTER 2015 | www.L-TEN.org 17 http://www.L-TEN.org

Table of Contents for the Digital Edition of Focus Magazine - Winter 2015

Focus Magazine
From the President: Put a Bow on It!
Table of Contents
Table of Contents
Guest Editor: Mastering Connections of the Construct
Directions: New Year, New Opportunities
Front of the Room: 'Where Is This Going?'
Neuroscience: The Neuroscience of Messaging
Carol Wells: Training's Shining STAR
LTEN Events: Connecting Members
The ACO Opportunity: Defining the Value
Cloud-Based Collaborative Platforms: Raising Productivity
Transformational Leaders: From Fear to Followership
Field Development: 4 Steps to Success
Delivering Messages that Drive Business
Virtual How: The Learning Technology Landscape
Ad Index
Focus Contacts
5 Questions with Thuy and Milo Sindell

Focus Magazine - Winter 2015