By Ridhwan Yusoff, Certified TetraMap Facilitator, Adam Khoo Learning Technologies Group, Singapore
Today one of the greatest dilemmas facing man stems from one question we ask ourselves at the weekend when we go out with our family- WHAT SHOULD WE EAT?
The average family takes about 45 minutes to decide.
Of course, what drives this dynamic is the plethora of options available to us today. When you go to the supermarket, the choices go on and on. When you walk along the streets, the billboards scream for your attention. Every brand is screaming messages that they are the best, they are №1. You get a feeling that this battle is never-ending.
So how can you win the battle of persuasion?
By standing out and emphasizing your differences. Your uniqueness makes you special. It presents you an opportunity to add value. To be remembered. To be persuaded.
The TetraMap tool gives us the ability to do just that in a matter of seconds. Utilising the four elements of nature and the metaphorical representation of Earth, Air, Water and FIRE, it gives us a handle on how we can leverage communication cues to build an instant connection, communicate succinctly and leave an imprint.
By looking at four lenses of persuasion, it gives every person a quick hack to persuade, influence and impact. To be In your Element.
Earth, like a mountain is firm.
Earth persuades by being direct and decisive. By facing the challenge head-on. To zoom in on what matters most. To quickly uncover the underlying concerns of the audience and being forthright with it.
To use EARTH: Be direct and straightforward. Share Results. Sell Effectiveness.
AIR, like the wind is clear.
Air persuades by having a logical argument and a scientific approach. It uses numbers, statistics and data to show the evidence. It gives structure and order to things. It wins others over by being thorough, precise and meticulous. This makes quality and perfection a by-product.
To use AIR: Be Thorough and Systematic, Share Evidence. Sell Efficiency.
WATER, like a lake is calm.
Water persuades by being consistent and reliable. It is the voice of support who will always be there for you even if you fall. Water brings loyalty, patience and a sense of harmony to all things. Inclusive and caring, water elicits positive emotions that say “We’re all in this together!”
To use WATER: Be reliable and supportive. Share your Inclusiveness. Sell HARMONY.
FIRE like the sun is bright.
Fire persuades by making a loud entrance. They talk about the future and possibilities. They evangelize hope and desire. They work on positive emotions and focus on fun, joy and excitement. Fire says “Yes We Can!”
To use FIRE: Be positive and expressive. Share your vision of the future. Sell hope.
With these cues, we can navigate through the noisy signals and chaotic messages of a saturated marketplace in order to stand out and deliver value.
We can address the underlying currents, devise systems and plans, include others as part of the community and spark hope that the project of building a better tomorrow, can start today.
BONUS CONTENT: A commercial from Thailand (watch to the end…)
This commercial cleverly deploys all 4 ELEMENTAL TRIGGERS to persuade the audience. Can you identify where they use the four triggers?
When you see advertisements, can you identify how they use elemental triggers to persuade the audience in a compelling manner?
I would love to hear your thoughts on this.
Contact: Ridhwan Yusoff
Adam Khoo Learning Technologies Group