I got to thinking the other day as I was binge watching The Flight Attendant on HBO Max.
How can virtual event hosts and trainers learn from the entertainment industry?
Networks like Netflix, HBO Max and Amazon Prime have certainly figured out the formula for keeping us hooked and coming back for more.
Of course there is a lot that goes into how they do it, but I’m especially fascinated by two things, the Cold Open and the Cliff Hanger. The Open and the Close.
The cold open is widely used in television programming. The show opens straight into a highly engaging scene. The scene runs before the opening credits. It captures your attention, leaving you wanting more. The Office or SNL are great examples of shows that use a cold open.
So, how can we as virtual event hosts, course creators, workshop hosts, use this technique?
There are a couple of important laws I want you to remember as you consider this. The laws of Recency and Primacy. In simple terms, these laws state that the human brain most effectively retains information heard first and last in a learning session. So, as a trainer or speaker, you want to front load the most important take-aways. And you want to finish your program with highly important content. In between, is the “nice to know” but less critical information that supports your key messages.
So, getting back to the cold open. This is the time where we have the best opportunity to deliver powerful lasting impact. It’s the first few minutes of our presentation – Primacy. And what do we usually do? Introduce ourselves and talk about housekeeping. WHAT? I know! So, we have to ask the question, is our bio what we most want attendees to remember? I’m guessing not. So, let’s take a different approach.
Here are some examples of how you might use a Cold Open to deliver your gold right up front.
Case Study
Start with a story about one of your clients or yourself. Craft the story in a way that delivers key messages and keeps your audience wanting more.
Quiz
Opening with a quiz or survey gets your attendees questioning their knowledge and beliefs. It shifts their thinking patterns and captures attention. The questions you ask will prepare them for the content and inform their brain that the answers to these questions are important.
Story
A story is similar to a case study. But it does not always include related client examples. A story could be an analogy, or a parable. The key to using story well is making sure it links to your critical content and you can tie it back. You may tell of story of when you were a child and learned a specific lesson. Or a story of an incident that happened to you recently that demonstrates your key points. Bottom line: when your audience thinks of that story, they should think of the key messages you want them to take away.
By starting your program with a Cold Open rather than a pleasant welcome and brief history of you, your audience is engaged immediately. They receive value from you immediately and they begin learning immediately.
You will have ample time and opportunity to establish your credibility throughout your program. Keep your focus on what your audience wants and needs from you, give them that. And along the way, weave in stories that illustrate your expertise.
Next week, we’re going to dig into the Cliff Hanger. How can we use this incredibly effective technique to keep our audience coming back for more. You’ll be amazed…
