THREE QUESTIONS TO ASK

In 2012, the UK Government’s Behavioural Insights Team ran an experiment to increase tax compliance.

Instead of rewriting policies, they changed the message in the letters sent to taxpayers.

One version of the letter said: “Nine out of ten people pay their tax on time.”

That’s it.

This line worked. More people paid on time.

Why?

It delivered three things:

• It told them something useful (most people do this) – what they needed to know.
• It created a subtle emotional nudge (social belonging, a bit of pressure) – what they needed to feel.
• And it led to action (pay the tax) — what they needed to do.

That’s a useful model for your next presentation.

As you prepare it, ask yourself:

• What should my audience know?
• What should they feel?
• What should they do?

When your message covers all three, it lands with clarity and purpose.

Timeless Presenter, my new book on the principles of communication that never expire, will be released soon.

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