2. Introducing...
inaesthetic
uditory
isual
uditory-
digital
3. People have different ways of communicating, we
each have a preferred representational system. . .
40% 10%
40% 10%
4. In touch with feelings & emotions
Like touching
Play with their hair or pen
Speak softly, gently and slowly
Say. . .
◦ ‘This doesn’t feel right.’
◦ ‘I get your drift.’
◦ ‘Get a grip on yourself.’
Look down
Breathe from bottom of stomach
5. Like to ‘see the big picture’
Speak very quickly
Like things to look good
Think in pictures, so think quicker
Say. . .
◦ ‘Let’s shed some light on the matter’
◦ ‘From my perspective, it looks like this.’
◦ ‘I get the picture.’
Look up
Breathe high up in chest
6. Care about how things sound
Like peace & quiet – distracted by noise
Use intonation to emphasise
Talk to themselves (listen to their inner voice)
Say. . .
◦ ‘We’re on the same wavelength.’
◦ ‘That sounds about right.’
◦ ‘I hear you, loud and clear.’
Look side–to–side (at their ears)
Breathe from middle of chest
7. Subcategory of Auditory
Like sounds that have meaning:
words, numbers, names
Focus on facts & figures
Like to work things out before deciding
Say. . .
◦ ‘I’m lost for words.’
◦ ‘The specifications are correct.’
◦ ‘That’s logical.’
8. Start slowly, softly. Use kinaesthetic words
Speed up a little. Use auditory words
Speak more energetically. Use visual words
Use factual words
9.
10. They can use body language and voice tonality, as
well as words, to communicate effectively
Words
7%
Body Language
55%
Tonality
38%
11. We only have Words. . .
that is just of the
way we normally
communicate!
12. Follow the formula
Share stories (case studies
and delighted client
testimonials)
13.
14. The words for each representational system
are shown using this colour coding:
Kinaesthetic
Auditory
Visual
Auditory-Digital
15.
16. Kinaesthetic Auditory Visual Auditory-Digital
The proposed changes to the deposit protection rules
introduced in the Localism Act 2011 (due to be brought
into force in April 2012) are ringing alarm bells with
me and should with you too because there is the
potential for some agencies to be facing a mind-boggling
penalty of £6,480,000 if they do not comply with the
new rules.
This is just one of the lettings legislation changes we
discuss in our low-cost Legal Update course. Attending
can help you and your staff avoid mistakes that could see
you and your landlords losing not just thousands, but
potentially millions.
17.
18. Kinaesthetic Auditory Visual Auditory-Digital
because you enjoyed your holiday break with us at
South Downs, I think you will love the luxurious five day
winter break we have planned for you at Warner's
Corton Holiday Village in January 2013. Here's how we
plan to banish the post-Christmas, winter blues for
you…
. . . time to explore the centre (no screaming kids
running about the site) or relax and freshen up ready for
your delicious 3-course meal in the Clyffe Restaurant.
And then the fun really begins when the live cabaret
show unfolds on stage. . .
19. Follow the formula
Share stories & testimonials
20.
21. Eight secrets a professional copywriter uses
to generate massive response
An easy way to write eye-catching headlines,
sub-heads and email subject lines
Email marketing insights to use in your
campaigns
Six crucial elements a perfect lead-generating
webpage should have
Seven insights to crafting a sound social media
policy for your business
The three checklists I use when writing for
clients
How to write and use PR effectively
Hinweis der Redaktion
I’m going to introduce you to the KAVA formula, you can use it in any communication. So what is KAVA?
We all have our own way of communicating, the words we choose reveal our representational system.In western world, 40% of the people are kinaesthetic, 40% visual, 10% auditory and the final 10% are auditory-digital. What does this mean? And how does it affect how we communicate?
This is the sequence charismatic speakers use – either deliberately or instinctively – to create rapport with their audience.
Charismatic speakers engage with the audience by telling stories – in business the stories are usually case studies describing the results and benefits customers received. Keynote speakers often share their experiences, describe how they achieved their goals.
Speakers are able to communicate 100% - they use their body language and tonality in their voice, as well as the words – which is the smallest portion of the communication. They can see their audience’s body language and adjust their delivery to re-engage with anyone who seems to be losing interest.
When writing a sales message we only have the words. We can use formatting to emphasise words, but we don’t really know how the reader will interpret the emphasis.
Even though we can only use words, our sales messages can still follow the charisma formula – use words that connect with the different types of readers and use stories to engage with them.
These are a couple of examples from my client’s files, the first was for a business that supplies legal training to property management professionals.The words are coloured to show how the charisma formula was used.
These are a couple of examples from my client’s files, the first was for a business that supplies legal training to property management professionals.The words are coloured to show how the charisma formula was used.
This letter produced the best results for my client. The seats booked, compared to the bookings received in the campaign the company ran before I started working with them 8 years ago, has increased by 303.7%.You can see the KAVA sequence in these two paragraphs from the beginning of the letter.
The next letter was written for a company that offers coaching holidays.
The start of this letter focused more on the emotional feelings we wanted the reader to dwell on. The extensive detail of the holiday content and price that was revealed in the headline satisfied the auditory-digital reader.The first mailing generated a 34.7% response, a second mailing to a slightly less targeted audience gained a further 6.7% response. The holiday sold out within weeks.
The KAVA formula works in all levels of communication, whether it is a live presentation or copy you’ve written.
As I said at the beginning, this presentation is sharing the insights from Chapter four of my latest publication, ‘I Want To Buy Your Product.. Have You Sent Me A Sales Message Yet?’. It was released on 22 December 2012. This updated version of my first book has been enhanced with guest chapters contributed by experts in their subject and includes. . .