The 3 unbreakable laws of communication and how to communicate persuasively. 

1. Use Emotion

Ideas that spread are emotional. It has to touch the heart, before it reaches the head. Most people forget the “heart” part. Passion is everything. You cannot inspire if you are not inspired yourself. Passion is not an interest; you could have hundreds of interests but only one passion. It is your greatest love.

For example when asked what his passion is, Howard Schultz from Starbucks never mentioned the coffee. Instead he spoke about his passion to create a workplace that treats people with dignity and respect. Similarly when Sir Richard Branson was asked the question, he did not respond by getting people from point A to point B, instead it was elevating the customer experience and disrupting the status quo.

Dig deep and share it through the stories you tell. Master the art of storytelling. Remarkable things happen to your brain on stories because it creates synchronisation and a connection with the other person.

2. Give Novelty

Our brains are trained to look for something brilliant and new. We are exploration-addicts. Dopamine in our bodies mediates seeking and when released, it acts like a mental “save” button – stamping the information to our brains. It does not necessarily have to be something new; instead it can be finding new and fresh ways to solve old problems.

3. Make it Memorable

Two methods to present content in ways you’ll never forget:

Pictures speak louder than words – We only have the ability to remember 10% of everything that is said, but the retention increases when there are pictures (images) involved. The experience of visual memory is the mind’s eye.

Follow the rule of 3 – Have you ever noticed the pattern of “3″ in many of our traditional childhood stories — three blind mice, the three stooges, the three little pigs, Goldilocks’ three bears. Also common sayings come in threes, such as “Blood, sweat and tears”, “Mind, body, spirit”, “Location, location, location” and the list goes on. It is because our brains tend to naturally think in threes. We have become proficient at pattern recognition by necessity, and three is the smallest number of elements required to create a pattern.

[Excerpts and based on original presentation by Carmine Gallo, Communications Coach at LeWeb Paris 2013]