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...and thanks for swinging by!
If you're new to promos, check out the PROMOS 101 section in the menu up above.
If you're a working promo producer, I've got some interesting stuff up there for you too.

The main purpose of this website is to showcase my pro seminars.
I’ve presented these to dozens of companies and conferences around the world; and if you’ll spare me a few minutes, I’d like to explain why you should get me to come and do my thing at your company too.

To get started, let me ask this question:

What makes an effective persuasive communication?

TV promos and movie trailers are forms of advertising; which itself is, in theory, a form of persuasive communication.

The intent of communication is the transfer of information from sender to receiver with maximum clarity. Persuasive communication goes further: in addition to clarity, the aim is for the receiver to take action.

More than just getting the message, it’s what people do with the message that matters.

Therefore, in theory, the measure of an effective persuasive communication is whether after receiving the message, people actually took the action that the sender intended.

Easy enough to understand. So what’s the problem?

It’s all got to do with measuring the effectiveness of persuasive communications after they have been sent.

Sure, post-mortem analysis is (and always will be) fundamental business practice; but modern companies, more than ever, are required to get their messaging right before it is sent.

Your communications already come at the substantial cost of time and money; these days, there’s also the ongoing pressures of increased competition and reduced budgets.

This puts a huge burden on two types of people working for your company.

Creators & Approvers

Working for every organisation are people who create persuasive communications; and people who check & approve those persuasive communications before they are sent.

This can range, depending on the company, from a single employee writing, say, a proposal; right through to whole departments or agencies numbering in the hundreds, creating multimedia campaigns.

In any instance, it’s fairly obvious to say that both the creators and the approvers need to know what makes an effective persuasive communication.

To work efficiently and cohesively, both the creators and the approvers need to have shared guidelines in place to help them properly qualify what works and what doesn’t before the message is sent… to be able to predict, with the highest degree of certainty if a communication will hit or miss.

Now, ask yourself: does your company, in fact, have these frameworks in place?
And if so, what are they?

The Test

Every company, no matter how large or small, has something it wants somebody else to do.

Let me make a massive assumption. Let’s say that your organisation intimately understands the concept of persuasive communication… in other words, you know what you want your customers to do; and these “calls to action” are both:

• properly defined by your management; and
• are themselves clearly communicated to your creators and approvers.

Here’s the $64,000 question:

Does your team have what it takes to create or approve an effective persuasive communication?

I can tell you it’s got nothing to do with looks, or style, or how adept they are in social or political situations.

It’s got nothing to do with regurgitating the latest marketing and business buzzwords.

It’s got nothing to do with how confident a person is, or how opinionated.

It’s all about the ability of...

Seeing Structure

There’s a lot of available analogies to explain structure. Let me start with the movie The Matrix. It doesn’t matter if you haven’t seen it. And I’m sure I’m not going to spoil the movie for you by letting you know that the good guys win at the end.

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Suffice to say, after a whole bunch of highly entertaining sci-fi action carry-on, Keanu Reeves’ Neo character finally sees the bad guys for who they really are.

seeingthematrixsml02

He stops seeing agents and starts seeing structure.

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It is this knowledge that enables Neo to give the agent’s very bad assess the kicking to which they so richly deserve.

Structure is often hidden from view. Take your own body for example. “You” are really what is happening beneath your skin; but as we look at or think about ourselves, we typically only refer to our outward, external image.

We are surrounded by countless beautiful objects; whether natural or man-made. Structure not only dictates and determines the shape of these objects, structure is the object.

As we humans busy ourselves with our day-to-day lives we necessarily take all these structures for granted.

For example... when you take the elevator to the top floor, you’re trusting that people who know what they are doing have designed and constructed the building according to rigourous standards.

You don’t even mind having this structure concealed from you with an aesthetically pleasing façade... as long as the structure has been taken care of, you can rest assured that the building will work; by staying upright, especially at such times when you are located inside it.

Persuasive communication works in exactly the same way. Creators & Approvers must both know what makes a communication work structurally. If the entire focus is on aesthetics (and it often is) then the message will certainly collapse.

The level of dysfunction in your organisation can be directly measured by how much effort is dedicated to the façade; compared to how much effort is dedicated to the structure.

Of course, appearances are important.
But if there is no structure, there is no communication.

and this is where I come in:

Drawing on my 30 years in television, I have developed a suite of seminars and workshops that will empower your whole business to become better communicators; both internally and externally.

My seminars focus on the critical thinking that is required to provide engaging work that will also deliver a positive commercial outcome for your channel.

The world's best ads, promos and programmes didn't happen by accident. There are certain structures that make them work.

Likewise, the teams that create the world's best work do it by effective production processes matched with clear, cohesive briefs.

The Promo Workshop seminars examine these structures and processes with a view to understanding key areas of persuasive communication, specifically as it relates to entertainment marketing and promotion.

• communication;
• process and time management;
• drama and storytelling;
• creativity and innovation;
• branding.

The idea is for your team to "see structure".

who and what:

The Promo Workshop seminars are for your Creators and your Approvers, no matter who they are; and where they sit in the organisational hierarchy.

On completion, your team will have common understandings and strategies for effective communication and organisation from the points of view of both groups.

All the sessions are available as anything from one-on-one training sessions; to small group training seminars; to large department workshops; to whole company offsites; through to conference keynotes.

You can choose:

• one or two seminars;
• one to two day seminar packages;
• multi-day, on location personalised training;
• multi-day, on location creative consultancy.

To find out more, see the Pro Seminars menu at the top of the page,
or click the floating next arrow.

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Charley Holland is a content creator with 30 years experience in the TV industry. He is reasonably underwhelmed by social media, which is why you can find him on Facebook; LinkedIn; Twitter; Google+

©2013 The Charley Holland Agency