Overview points 67-74

67. People Lie to Differing Degrees Depending on the Media There are many ways to communicate: paper and pen, e-mail, face-to face meetings, telephone, instant messaging. Managers Lie Too: The mangers who communicated via e-mail lie more, and kept more money themselves, compared to the managers who communicated with paper and pen. People Lie Most on the Telephone: Participants admitted to lying most on the phone, at least in email, with face-to- face and instant messaging interactions equal and in the middle of the other techniques. Designing surveys via email, realize that people are likely to be more negative than they would be using pen and paper. Getting customer or audience feedback is most accurate when done in person, one -on-one.

68. Speakers' Brains and Listeners' Brains Sync Up During Communication When you listen to someone talking, your brain starts working in sync with the speaker. Don't just rely on reading if you want people to understand information clearly. Listening to someone talk creates a special brain syncing that helps people understand what is being said. Parts of the brain that have to do with social interaction were also synced, including areas known to be involved in processing social information crucial for successful communication, such as the capacity to discern the beliefs, desires, and goals of others. Present information through audio and/video where people can hear someone talking to help understand the message.

69. The Brain Responds Uniquely to People You Know Personally People are "programmed" to pay special attention to friends and relatives. Social media around friends and relatives will be more motivating and garner more loyalty. You actually have more in common, with some of strangers you just met today than you have with some of your friends and relatives. When it comes to people in the room, you have four possible connections . Four connections are as followed: 1.Similar: Friends and relatives that I have a lot in common with 2.Similar: Strangers that I have a lot in common with 3. Not Similar: Friends and relatives that I don't have a lot in common with 4. Not Similar: Strangers that I don't have a lot in common with

70. Laughter Bonds People Together All humans in all cultures laugh. Laughter is universal. Laughter is for social communication. People rarely laugh when they're alone. People are more likely to laugh with others. Laughter is contagious. If you want people to laugh, then laugh yourself. People will began to smile and then start to laugh when they hear others laughing. Women laugh more than twice as much as men. Someone who is speaking laughs twice as much as someone as listening. People rarely laugh in the middle of a sentence. Most online interactions are asynchronous and therefore don't afford a lot of opportunity for social bonding through laughing.

71. People can Tell When a smile is Real or Fake More Accurately with Video Research found out, when photos were taken of people pretending to smile, 83 percent of the people could produce fake smiles that other people thought were real. Video makes it easier to detect a fake smile because it lasted longer and was dynamic, instead of just a snapshot. Pay attention to smile in videos. People will be able to determine a fake smile versus a real one better in a video than in a photo. It is possible to fake a smile and to fake a crinkly-eye smile, but it is easier to fake smile in a static picture than on a video. If a smile looks real, it will engage the viewer and build trust.

72. Seven Basic Emotions are Universal Emotions are important in our everyday life. Emotions have physiological correlates, are expressed physically (through gestures, facial expressions, and etc.) result from a specific event, and often lead to an action. Moods last longer than emotions, perhaps a day or two. Moods may not be expressed physically. Attitudes have more cognitive, conscious brain component. Facial expressions seem to be universal, as are many vocalizations used to express emotions, such as crying and laughing. People read the seven basic emotions fairly well from photos. Try to use photos where the expressions look real, as people can often detect fake emotions. Decide which emotions drive your target audience.

73. Emotions are Tied to Muscle Movement and Vice Versa Moving muscles and feelings emotions are linked. When you observe someone who is feeling a certain emotion, the same parts of your brain are active as in the brain of the person experiencing the emotion. You need to consider the emotions your'e generating as people interact with your product. Watch out for unintended facial expressions that may change how people feel about your product.

74. Anecdotes Persuade More than Data Anecdotes are more powerful than data because anecdotes are in story form. Anecdotes invoke empathy, which triggers an emotional reaction. Information is processed more deeply and remembered longer if it has an emotional hook. Look for ways to provide a message that will invoke emotions and empathy. Anecdotes are used in addition to, or in place of, factual data.