Eyes Lit up

When you do story-telling, Look for the Audience's "Eyes Light Up" (ELU) moment

this happens when your audience is viscerally excited about your story;

BORED <-------------------------------------> EYES LIGHT UP
Audience-Low Energy                               Audience Perked-up
Intellectual answers                                   Visceral Reactions
Listening to be polite                                  Leaning in to hear more!

As you tell a story, stack as many ELU moments as possible
David Ogilvy says :
the problem with market research is that:
People don't think how they feel
            don't say how they think
            don't do what they say;

ELU framework:
What parts do prospective customers actually care about?
What should you spend more time talking about?
What keywords get them to perk up?

Authors

@Wes_Kao