the centipede & wicked witch -...
TRANSCRIPT
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The Centipede & Wicked
Witch
How to Make Technical Writing Perfectly Invisible
Dan Hill, Ph.D. – President, Sensory Logic
SDL Keynote
Amsterdam, May 22, 2012
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SDL: New Trends
• The tech writer has become part of the presales
team, with product documentation a decision
factor between offers
• Interest in social media and multi-media to monitor
and enhance, improve the customer experience,
which is primarily emotional in nature
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Descartes’ Error
Rene Descartes (1596-1650)
“I think, therefore I am”
Gottfried Wilhelm Leibniz (1646-1716)
Invented calculus, the binary number
system, and the basis of information
technology
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What They Can’t Say
4
98%
What % of mental activity is
subconscious?
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Principle #1: Familiar Is Easy
• Consciousness interferes with most tasks.
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The Puzzled Centipede
A centipede was happy quite,
Until a frog in fun
Said, “Pray tell which leg comes after which?”
This raised her mind to such a pitch,
She lay distracted in the ditch
Not knowing how to run.
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Principle #2: Create A Network
• Forget the Enlightenment
notion of knowing oneself . .
. An idea becomes
conscious not in isolation,
but only in assimilation with
a complex of other ideas
already in consciousness.
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Principle #3: Feedback Loop
• There’s as much feedback as feed-forward in the
brain. Repeat & reinforce.
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Principle #4: Social & Concrete
• The brain has trouble with certain types of
calculations that it did not evolve to solve
(abstractions). But it has an easier time with
calculations that involve social issues
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It’s All in the Smile
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It’s All in the Smile
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Example A: Abstraction
•If a card has an even number on one face, it
has the name of a primary color on its opposite
face.
•Which two cards do you need to turn over to
assess whether I’m telling you the truth.
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PURPLE RED
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PURPLE
If a card has an even number on one face, it has the name of a primary color on its opposite face. Which two cards do you need to turn over to assess whether I’m telling you the truth.
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Example B: Social Context
• This time, If you’re under 18, you cannot drink
alcohol. Now each card has the age of a person
on one side and the drink they’re holding on the
other.
• Which cards do you need to turn over to see if the
rule is being broken?
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16 33 Tequila Sprite
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16 Tequila
Which cards do you need to turn over to see if the rule is being broken?
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Ratings & Words: Limitations
18
20% of adults in the
western world are
“functionally illiterate.” Source: John O'Shaughnessy, Oxford UP, 2003
What % of adults in the western world
are functionally illiterate?
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Leveraging the Triune Brain
19
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Principle #5: Create Emotive Imagery
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Keep It Simple
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Speed Kills
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Principle #6: Emotionally Engage
• Invoke emotions to
manipulate and enable
reaction
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High/Low Road Diagram
Rational Brain
(High Road)
Sensory
Input
Emotional
Response
Amygdala
(Hot Button) (Low Road) Hippocampus
Filter
We typically have an emotional
response to a new stimulus within
3 seconds or less
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12 Most Persuasive Words
1.You
2.Money
3.Save
4.New
5.Results
6.Easy
7.Health
8. Safety
9. Love
10.Discovery
11.Proven
12.Guarantee
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Avoid High Frustration
Still 1 Still Frustration
2 54.91%
12 53.97%
9 48.72%
1 46.50%
4 44.43%
Norm 34.40%
Still 2
Top Five Stills - Frustration
Still 4
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High Frustration Low Frustration
Video Frustration Examples
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High Frustration Low Frustration
On-Emotion Results
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Loss Aversion
Prospect Theory: Replaces the notion of “utility” with that of “value.” Value is
in terms of gains and losses. As seen above, identical utility does not
necessarily equal identical value.
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Principle #7: Don’t Be Rigid
Allow for interaction whenever possible.
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Social Media Matters
Candidate Title Views Released
Pro-Obama Yes We Can 8,564,449 2-Feb-08
Anti-Clinton Vote Different 5,292,286 5-Mar-07
Pro-Obama A More Perfect Union 4,621,348 18-Mar-08
Pro-Obama Empire Strikes Barack 1,557,731 1-May-08
Pro-Obama Response to State of the Union 1,416,683 28-Jan-08
Pro-Obama Iowa Victory Speech 1,286,488 3-Jan-08
Anti-Clinton Beat the Bitch 1,211,953 13-Nov-07
Anti-Clinton Coffee Machine Gaffe 975,420 30-Apr-08
Pro-Clinton I Need Your Advice 656,171 16-May-07
Pro-McCain Bill Clinton on McCain 390,952 7-Dec-07
41,622
votes away
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33
Dan Hill, President [email protected]
651.224.7647
Visit us at: www.sensorylogic.com
Q & A
Thanks!