Jeff sat on a bar stool at the front of the room. He had no slides, no props, just sat and talked. Within minutes, he had everybody in the room on the edge of their seats eagerly nodding and ready to follow him wherever he went.
None of us in the room had met Jeff before. In fact, none of us had a clue who he was. This quiet, unassuming man simply walked to the front and sitting on the bar stool began to speak and captivated everyone.
Jeff shared why some adverts worked, and some fell flat. How some adverts tapped universal appeal, and others neglected to do so.
The good news is that you don’t need to spend millions of dollars on creating a fantastic TV advert to influence people. The great news is that you can easily tap into the four universal appeals.
And I'll come to those four universal appeals in a moment.
You'll remember in the triangle of influence that the motivation to change is the result of the evaluation of the personal benefits gained and the personal cost in the resource