Applied Psychology and Themes
Klaus Christian Hofer presented his class, Applied Psychology for Technical Communicators, this week and I was in attendance to glean nuggets we can use to win proposals.
Tactical Elements
Do you use lists correctly?
- Bullets are for lists without indicating priority nor hierarchy
- dogs
- cats
- pigs
- Numbered lists are perceived as stronger and more mandatory
- Insert screw A in tab B
- Tighten screw A to 5 lbs of torque
1) And you can soften and make a hierarchical list more optional with this style.
2) Stir in one cup nuts before pouring batter into pan
3) Brownies are done when still tender. Best not to test with toothpick.
Writing Strategy
Klaus advises that we should begin by writing to express ourselves, and then edit to communicate to others. Or rather:
- Write to get your ideas out
- Edit your writing to make it clear and understandable to others
Themes
I learned that Applied Psychology academicians have their own description of why Themes work.
The brain uses both hemispheres to process information. If your proposal is technical and dry, the “margin of perception” will be wide open for the right hemisphere to play around, while the left hemisphere is studying your proposal.
Ergo, the reader will “day-dream” to add a creative spin to your material. Depending on what that “day-dream” is about, this may take away from your intended message.
In my own opinion, if you use a strong theme, you are offering the right hemisphere something to play with, and I think you’ll be more likely to “tatoo” your message on the brain of the reader.
There was a lot of good stuff here, and to take full advantage, you should look for an opportunity to sit in one of his sessions yourself. His website is www.klaushofer.ca
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