Engaging Short Attention Span Audiences
4.4 (12 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
59 students enrolled

Engaging Short Attention Span Audiences

The ACORN Communication Strategy: Getting a Squirrel to Focus; Engage and Persuade Today's Listeners
4.4 (12 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
59 students enrolled
Created by Patricia Scott
Last updated 2/2016
English [Auto-generated]
Current price: $96.99 Original price: $149.99 Discount: 35% off
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This course includes
  • 40 mins on-demand video
  • 1 downloadable resource
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Apply persuasive communication elements to everyday business situations to make messages more effective and efficient.
  • Understand how to deliver messages based on the five essential elements of persuasion.
  • Create messages based on persuasion theory, using both basic and advanced techniques of persuasive structure, storytelling, and effective data transfer.
  • No prior knowledge is needed for this course.

Getting your message across is harder today than it has ever been. More information, more distractions and shorter attention spans provide competition for every message you create. It is hard for us to listen, and we jump from one thought to the next very quickly. This jumpy and sporadic listening behavior reminds me of the squirrels I see in my yard. They are constantly moving and seem fidgety and unfocused. The only thing that seems to gain and hold their interest is an acorn.

Through my years of experience in research and teaching, I have found that squirrels are like today’s audience, but research has shown us a way to get their attention and keep it. More effective and efficient communication leads to better collaboration, sales calls and peer interaction. Communication is the cornerstone of effective leadership. If you cannot get your message across clearly and concisely, it is difficult to lead others and impact decision-making.

Participants in this course will learn how to be persuasive in short segment communication by gaining an understanding of how to apply the five essential elements of persuasion to various business settings. Since most of today’s interaction is in short time frames, not long presentation format, we will be learning the art and science of short, persuasive messages. This course provides an easy and practical strategy to help get you message across.

This course is unique due to the emphasis we place on education plus experience. The difference is that our teaching and coaching is based on academically sound theories of communication and persuasion. This rigorous research, coupled with over 20 years of experience teaching to both corporate clients and Wharton MBA students, ensures that the theories support practical application and the use of communication in everyday situations.

Who this course is for:
  • This course is meant for anyone who tries to persuade those with short attention spans.
Course content
Expand all 37 lectures 40:26
+ Welcome
4 lectures 05:29

This worksheet will help guide you through the 5 strategies of creating a targeted persuasive message for any situation. You can print this worksheet to follow along in this course to get practice creating your own message.

Start by thinking of a situation and audience that you will need to persuade in the next few days. Applying the tools learned in this course, you can craft your own persuasive message.

Preview 00:26
+ Audience
7 lectures 06:02

For each statement below, select WIIFM or non-WIIFM.

Identify the WIIFM
3 questions

Check all that apply.

Hazards of not using a WIIFM
1 question

Let's listen in as Jim gets advice from his friend Bob on how to persuade his boss to let him go to a conference.

Preview 01:34
+ Credibility
6 lectures 09:39
Introduction to Credibility
Types of Credibility
Establishing Personal Credibility
Establishing Credentialed Credibility

Choose the correct answers from those listed below.

What is Credibility?
1 question

Select the two types of credibility from the list below.

Select the two types of credibility.
1 question
Credibility in Action, Part 1
Credibility in Action, Part 2
+ Order of Message
6 lectures 06:17

The Third Strategy of ACORN is Order of Message.

Introduction to Order of Message
Importance of Framing a Message
The Narrative Structure
The Persuasive Structure

Identify the passage as having a narrative structure or a persuasive structure.

Identify the Structure
4 questions

Identify each statement as “Framed WIIFM,” “Credibility Building,” or “Supporting Evidence.”

Identify the Statement
3 questions
Order of Message in Action, Part 1
Order of Message in Action, Part 2
+ Remember Me
7 lectures 06:26
Introduction to Remember Me
Schema and Learning
Simplicity and Retention
Chunking Information
A Call to Action

Click the correct answer from those listed.

Why is Simplicity Important?
1 question

Select which three elements are important for a good Call to Action.

Elements of a Call to Action
1 question
Remember Me in Action, Part 1
Remember Me in Action, Part 2
+ Need to Connect
7 lectures 06:34
Introduction to Need to Connect
Emotion and Memory
Word Choice

For each statement, choose which strategy is being used.

Identify the Strategy
3 questions

Which functions does the amygdala serve?

Function of the Amygdala
1 question
Need to Connect in Action, Part 1
Need to Connect in Action, Part 2
Strategy Summary