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Submitted by Mark Hoeflich

Amrit Dhillon

Amrit Dhillon

Your brain is working on a constant basis in receiving and processing information. But too much data and facts can strain the brain’s bandwidth, making it harder to absorb a message.

So how do you tap into the brain’s power to engage and motivate people to take action? Amrit Dhillon, president of AD House Communications, and featured speaker at the 2015 Chesapeake Conference, offers some unique insight on how the brain interprets messages and controls behavior:

  • Compassion: Compassion in the brain works best if you focus on one person, rather than millions. “When we give statistics, we like to show scale, but that doesn’t always resonate and get people to act,” says Dhillon. “Instead, consider focusing on the story of one person.”
  • Intuition: People make decisions based on their beliefs, values and gut reactions. “We tend to think that giving numbers and expert research will help people make decisions. But intuition is a stronger force,” Dhillon says.
  • Football effect: People have strong emotional ties to their favorite sports team. The same is true for a particular cause or issue. Therefore, it may be harder for your message to penetrate and change people’s minds if you don’t consider the social and emotional connections of your audience.

Learn more from Dhillon about the science behind compelling content at the PRSA Maryland Chapter’s premier educational and networking event of the year.

The 2015 Chesapeake Conference takes places June 4 from 8 a.m. to 4 p.m. at the John Erickson Conference Center at Charlestown. Time is running out to register.

Register today.

–Industry News