Okay, now I get it!

By Faye Nicholson

So what? Who cares? Why does it matter? These are all great questions you should ask yourself when explaining or describing your new technology or innovation. Whether a 90-second pitch, a 30-minute presentation or trying to get media attention, remember creating understanding matters.  

If you want to make your message clear and understandable to the non-scientist and non-engineer, here are a few tips I recommend:  

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Use Monroe’s Motivational Sequence, a persuasive 5-step organizational pattern developed by speech professor, Alan H. Monroe. This organizational pattern considers the mental stages involved in persuasion. It is rooted in traditional rhetoric and is shaped by modern psychology and sales techniques. This organizational pattern moves from attention to action. This technique is sometimes seen on Shark Tank. For your next pitch, consider implementing these 5-steps: 
 
Attention – Keep your audience in mind by building bridges between you and your listeners by identifying their needs, interest, and concerns. Think of your audience as being “Me oriented,” and capture the attention of your audience by creating a personal appeal. Audiences tend to listen when problems or issues affect them personally. Consider using a startling fact, ask a rhetorical question, share an anecdote and if you are trying to get the attention of the media, create an intriguing headline. 
 
Need – Describe the problem in simple terms that anyone can understand. Try to link or relate the problem directly to your audience. Provide examples and supporting information to demonstrate how the problem affects your audiences. 
 
Satisfaction – Provide a solution to the problem that will satisfy your audience. Show how your solution meets the needs you presented and, also show how your solution overcomes the objections you predict your audience might hold.  
 
Visualization - Provide an image for your audience. Encourage your audience to picture themselves benefiting from your solution or visualizing what happens if the solution is not implemented. 
 
Action – Making a call to action is your last step. Tell your audience what you want them to do. Get your audience involved and committed. 
 
My final recommendation is to talk nerdy to me, a TED Talk created by Melissa Marshall a faculty member with the Department of Communication Arts and Sciences at Penn State University. Marshall specializes in teaching speaking skills to engineering students. She believes that the future depends on the innovations of scientists and engineers and is passionate about helping them effectively tell their story so we can all say...okay, now I get it.