Our thoughts on this book
While the amount of information being produced is expanding, our ability to focus is decreasing. Dr. Scott suggests our attention spans are similar to that of a squirrel and has created a recipe to help capture and hold listeners. This method is referred to as A.C.O.R.N, a time-tested persuasive strategy that can be applied to any communication. Before your next conversation, be sure to consider the following ideas:
A – Audience – Identify your audience’s WIIFM (What’s in it for me) and the relevance for them of the problem your message will solve.
C – Credibility – Help them see why you are the right person to help them solve the problem.
O – Order of message – Use the persuasive structure with your framed key message first.
R – Remember – Make your message easy to remember by chunking information and use easy language, metaphors and mnemonics. A strong call to action also helps.
N – Need to connect – Use strategies to engage them with emotion.
“I like brownies, but I fish with worms.” Getting a Squirrel to Focus is short, concise, and based on straightforward psychology. At the end of the day, a squirrel will focus much more on an acorn than on your message. The moral: make sure you address your audience’s question, “What’s in it for me?” Also know Len as Radio WIIFM. It’s a good book to have around and skim through often.