Superannuation: Why Alan Kohler has the story right

Each night on the ABC News, finance reporter Alan Kohler gives a small insight. It might be how a drop in the Yen against the US $ is directly related to increasing the value of the Nikkei.

These small tidbits of information are visual, not readily available to the average viewer and show a level of insight. When we see them, they explain a small piece of the economy. In, and of themselves they are not very useful, they are memorable, and they show his insight. He can see what I can’t. He sees this because he has access to the data and the understanding of how to interpret it.

Most of this information is trivia to the viewers watching at home. They won’t be able to apply it to any meaningful money making venture, but it is an important and a regular part of his 2-minute segment. So why does he include it?

He includes it to position himself as the person who knows. Every time he can show us a small bit of insight, we see him as ‘the man who knows’.

There is one further element that makes these bits of information stand out. We can take them and share it at a BBQ on the weekend, and feel informed. We repeat the information without acknowledging its source, we use it, and we own it as our own. This is Social Object Theory, and it is at the heart of ideas that go viral.

  1. As an expert in superannuation, you want your workplace presentations to have high Social Object value. You want your members to share what it is you present in your workplace presentations, and pass it off as their own. When they do this, three things happen:
  2. It’s proof to your members that your presentations are interesting and memorable. This will make them want to come back to your next presentation and even bring a friend.
  3. It gets them mentally engaging with their super via the memory of your message. (McDonalds repeats their ads to us all the time. This is your version of the happy meal jingle.)

It positions you as the expert who knows. When they take your message and repeat it as their own, they secretly acknowledge you as the source of the message. This builds your credibility in their eyes.

Superannuation is an important part of every Australians life. Making your message more memorable will enable your members to engage mentally with their super and have the retirement they are after.

Posted in presentation skills

Tagged , ,

Written by

0422 670 659

call now!

Speaking Tips

Get the Secrets of Highly Effective Speakers FREE

Get This!