Coffee. Ahead. At the break station.
Hallelujah. Thank goodness for small miracles.
There are three barriers that can turn the audience from an energized, excited and engaged audience into a Zombie Audience. Overcome these barriers and the audience leaves the event WITH that Very Important Information in their brains.
The number one barrier? They stop listening. Not on purpose, mind you, but the average person disengages in 6-8 minutes. That is, UNLESS the information is presented in a new, creative, engaging way. 6-8 minutes! That’s less time than it takes to get your morning latte at the coffee drive-through.
The second barrier? They don’t remember the information presented (even if they are listening). Fact: 95% of what is delivered is forgotten 24 hours later without intervention. The really scary part? You don’t know WHICH 5% is sticking. Now that’s a statistic straight out of a horror flick.
The third barrier? They don’t buy in to your message. The thing that convinces you, isn’t necessarily the thing that convinces someone else. Some people want facts and figures, others want to see evidence that a plan has worked before, still others want to know that it’s what their peers are doing.
The point is, the way people learn is the opposite way in which information is usually presented. Break down these barriers and you’ll have a real, live audience who gets your message—not a bunch of b-movie extras.