The good thing with marketing people is that they will always try to pass their messages in the best, sweetest possible way.
I often give feedback on presentation techniques given by engineers.
How do you understand what’s really behind the words of a marketeer?
Here’s a few tips on how to interpret those words:
1) “You were perfect.”
- I did not watch the presentation.
- I fell asleep and I am hungry now.
-Just go away.
Slide 15, just put the scale.
I feel it would be easier to understand the message.
Otherwise, really good.”
-I woke up at slide 15, noticed something I could bitch about, went back into trance-mode.
You really go into details to give us the full picture.”
-You lost us in the first minute when you’ve shown a math formula on a slide. A MATH FORMULA on a slide! You should be shot. Don’t use presentations like crutches.
I could go on forever on the subtle back-handed compliments that could spice the days in a cubicle, but just let me tell you about a specific technique.
The shit sandwich.
Imagine you have to pass a message. Imagine it is absolutely bad. It is basically an insult to your audience.
The shit sandwich.
Just sandwich your insult between two compliments. It will go through like a charm.
4) “The presentation had no spelling mistakes in there and the grammar was impeccable.
Your presentation is an insult to the audience intelligence and we all think you’re a fraud.
I like your tie, is it made of silk?”
Notice how the insultee will be taken off guard following a compliment… Right time to push in for the insult.
Then another compliment will ease the pill, and a question will immediately prompt a response on the compliment – not allowing to react on the insult.
As a funny anecdote, I heard this technique was also called “Praise Burger” which gives it a really nice name for such a devious technique.
4 Comments to "Shit sandwich – Praise burger"
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“Slide 15, just put the scale. ”
Hearing it from a markeeter sounds just wrong!
Hey, you gotta bitch about something…
I used to make slides in black and white for technical presentation.
The engineers on the airline side understand them better.
I’m not kidding.
Yeah, but would you put in math formulas that take half the slide in size 6?