How impactful illustrations help speakers and consultants amplify their message: a case study

In this case study, you'll see how illustrations can enhance your value as a speaker and consultant through Henry Christian's experience. You will also get my thought process in creating this specific illustration, and two techniques you can use to enhance your communication, even if you don't create your own illustrations.

Before we dive in, here's what Henry said when I asked him about the visuals I created for him:

The first time I shared your visuals were at a meetup with industry leaders in Loyalty in Germany. They were taking photos of the visuals and more than one told me they’ve never seen such illustrations and they liked it!

Who is Henry Christian?

Henry Christian is an accomplished business leader in Customer Loyalty. Formerly the Head of Loyalty for the GoTo Group, Henry is now the founder at HC Loyalty Advisory, where he helps companies build sustainable customer relationships via loyalty, analytics and data monetisation.

Henry's goal

Henry has a set of key Loyalty principles he uses with all his clients. Having the key principles translated into illustrations will help enhance the experience of his keynote speeches and aid with consulting work.

He identified a set of eight core principles he uses and we got to work clarifying, simplifying and visualising those ideas.

In this case study, we zoom in on one specific principle and illustration.

Key principle: Understand how to use loyalty programmes properly for maximum effect

One of Henry's key concepts is that loyalty programmes are meant to empower purchases, not forcing customers to buy.

Even the best loyalty programmes can't make people buy things they don't want. You can reward those who want to buy and support their buying habits. You can guide those unsure by showing how your product solves their problems. If your product isn't right for them, your loyalty programme can't change that.

Here's the illustration before we dive into the concepts you can use in your own marketing and communications.

Behind the scenes: How I created this visual

Step 1: Simplifying the idea

I firmly believe that if you can't explain an idea to me like I'm five years old, and if you can't explain your idea in a single, simple sentence, your idea isn't clear enough.

Visuals can be considered as a way to crystallise your message. If we seek to explain important ideas in less than five seconds, we need to crystal clear on our understanding first.

In a few words:

Clarity comes from decluttering. The words in bold are the core of Henry's input:

Even the best loyalty programmes can't make people buy things they don't want. You can reward those who want to buy and support their buying habits. You can guide those unsure by showing how your product solves their problems. If your product isn't right for them, your loyalty programme can't change that.

That's really it: "You can't make people buy what they don't want."

Everything else comes on top of that.

Understanding the idea behind the idea:

Let's consider the problem: there are people who believe customers can be forced to buy things they don't like or need.?

Two possibilities stand out to me: There are people who don't understand how to use loyalty programmes effectively, and there are people who unfairly expect loyalty programmes to magically solve every problem.

Why do I say that? While loyalty programmes can encourage purchases, businesses will find that they are ineffective on products that customers don't want.?

As an analogy, you won't go very far trying to encourage dog owners to buy cat food. Dog owners want the best dog food for their pets, so you're better off using your loyalty programmes to encourage dog owners to buy dog-friendly food and accessories.

But how do you get this nuanced view of loyalty programmes across to people who think it's a cure-all? In a word: motivation.

Step 2: Motivating change

Motivation 1: Appeal to their identity

Most people want to be considered as useful and helpful. Most people dislike being useless.

A visual that taps on this fundamental human motivation would nudge people to evaluate how their loyalty programmes are applied.

Motivation 2: Autonomy

"Don't tell me what to do!"

People don't like to be told what to do. According to Daniel Pink, author of Drive and To Sell is Human, autonomy is one of the three drivers of motivation.

For change to take place, Henry's clients need to want the results for themselves.

Just like how Morpheus offered Neo a choice in The Matrix, Henry needs to offer two options. Unlike Morpheus, however, we need to provide a nudge towards the recommended option.

We can do this by providing a choice - an illusion of choice, to be sure, because of the two options, there's a right and wrong choice. Who would choose to be an ass? Who wouldn't want to be an asset?

That’s the basis of the wordplay. It was just a matter of displaying the comparison creatively, visually, in a format that is relatable. Scrabble was the perfect metaphor since it’s a relatively well-known game. Even if you’ve never played Scrabble, you can understand that the word can be completed with an “s” or “t”, and that the choice is yours.

Comments from Henry

I asked Henry for his thoughts, and here’s what he said.

How do you feel about this visual??

The visual is direct and simple to illustrate my idea. Plus, it’s a little bit ‘naughty’ which reflects perfectly my persona.

What kind of reactions or responses have people given you for this visual or the set of visuals in general?

The first time I shared your visuals were at a meetup with industry leaders in Loyalty in Germany. They were taking photos of the visuals and more than one told me they’ve never seen such illustrations and they liked it!

Would you encourage people to consider using visuals?

If you have an audience, they’ll remember your visuals long after they hear or read your words.

Would you encourage people to consider working with me?

I highly recommend Jun Han for his unique style of bringing your ideas into illustrations. When working with him, I feel like working with a partner. He not only helped me crystalise my ideas, but he’s also equally open to my suggestions on the illustrations. We had multiple calls and chats throughout the process to ensure that all details were captured perfectly. The end results? Fantastic!

Next, we look at two techniques you can apply in your own communications.

Techniques you can use

Technique 1: Clarify your message

If you only have a few seconds as you walk past someone in the corridor, what’s the most important thing to say that will make people want to seek you out for more information? In such situations, you only have time for a short sentence.

The short sentence in this visual is “You can’t make people buy what they don’t want.”

Such sentences deliver the message immediately and will help your audience go “I want to know more!”

The technique you can use to create more interest is to crystallise your message with a single short sentence.

Technique 2: Acknowledge emotions

Very often, we focus on the rational aspect of our audience and neglect the emotional.

In a world filled with competing priorities and information overload, it’s no longer enough to provide useful information. If you can help your audience to want what you have, you’re one step ahead in creating change. Desire can be created by speaking to the audience’s interests and motivations.

In this visual, I targeted the general human motivation of wanting to be helpful (asset), and contrasted it with the fear of being annoying (asses).

The technique behind this is to ask yourself, “how would my audience feel?”

What’s next for you?

You’ve just seen how a business principle can be amplified with the use of a thoughtful illustration. You’ve seen how you can make an abstract concept relatable by using a visual representation that’s commonly known and easily understood. You’ve also received two techniques you can use to create more compelling messages.

If you’d like to clarify and amplify the impact of your message, here are some options for your consideration:

• Engage me to design your words and visuals for you.
• Engage me to coach you individually in effective communication strategies.
• Engage me as a consultant or trainer to bring this skill into your organisation.

You can reach me on LinkedIn or at [email protected]

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