{"id":102544,"date":"2023-05-12T18:13:00","date_gmt":"2023-05-12T22:13:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=102544"},"modified":"2023-05-17T11:26:19","modified_gmt":"2023-05-17T15:26:19","slug":"the-availability-heuristic-2","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/the-availability-heuristic-2\/","title":{"rendered":"How to Use the Availability Heuristic to Make Your Message Stick"},"content":{"rendered":"\n

Does it feel like, when you speak, what you say goes in one ear and out the other? Would you like to communicate messages that people will remember?<\/p>\n\n\n\n

The availability heuristic<\/a> is a cognitive bias<\/a> that has a dark side and a bright side. Peter D. Andrei accentuates the positive and shows how to make the most of it. He shares strategies to take advantage of the availability bias<\/a>: use compelling narratives, convey simple messages, and employ imagery.<\/p>\n\n\n\n

Keep reading to learn how to use the availability heuristic<\/a> to make your communication unforgettable.<\/p>\n\n\n\n\n\n\n\n

The Availability Heuristic<\/h2>\n\n\n\n

The availability heuristic is the tendency to give too much credence to evidence or information that comes most easily to mind\u2014the evidence that\u2019s mentally \u201cavailable.\u201d Relying on this type of information<\/a> can allow us to make judgments quickly, which can be helpful but also can lead us to wrong judgments.<\/p>\n\n\n\n

A classic example of this bias is in the common fear of plane crashes\u2014a statistically unlikely event that people irrationally fear because they easily remember instances of it occurring. When you step foot on a plane, you might remember the news story you heard of a plane crash. Because it takes more time to think through the statistics about how likely such an event actually is, your readily available memory of the headline makes you worry it\u2019s going to happen to you.<\/p>\n\n\n\n

What Makes Availability Bias So Widespread and Powerful?<\/strong>

The availability heuristic was first researched by Amos Tversky and Daniel Kahneman<\/a> in the 1970s, and their book Thinking, Fast and Slow<\/em><\/a> <\/em>provides some more insight into the causes, effects, and potential remedies of this bias. They write that a big driver of availability bias is the media<\/a>, which often overemphasize the importance of a relatively insignificant event like a plane crash. A plane crash is, of course, tragic, but no less tragic than the estimated 3,700 daily deaths due to car accidents<\/a>. But since car accidents are much more common, they\u2019re much less likely to become a big news story and cause global fear and panic. 

Tversky and Kahneman also write that you\u2019re more susceptible to availability bias under certain conditions<\/a>, such as when you\u2019re in a good mood, when you\u2019re an amateur in a field, or when you feel powerful or successful. Being aware of this enhanced susceptibility can help you avoid falling victim to the availability bias, but you can also use it in your communication\u2014if your speech makes the audience feel good or powerful, it\u2019ll be more persuasive. If you\u2019re writing about a topic in which the audience isn\u2019t well-informed, it\u2019ll have a greater effect.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

According to Andrei, if you want your communication to be unforgettable (and thus the most readily available), it should be emotional, simple, and vivid. He offers several strategies to imbue your speech or writing with these qualities.<\/p>\n\n\n\n

Use Compelling Narratives<\/h3>\n\n\n\n

One of the most effective ways to make your speech emotionally stimulating is to use powerful storytelling, appealing to narrative bias<\/em>. People understand the world through stories\u2014it\u2019s how we learn<\/a> and how our ancestors passed down information over thousands of years. When an argument is presented as a story, we relate to the people in the story and imagine what it would be like if the same things happened to us.<\/strong> For example, when we read a news story of a plane crash, we think about how afraid the passengers must have been, and then we feel afraid ourselves. Experiencing it mentally like this makes it more memorable.<\/p>\n\n\n\n

(Shortform note: Psychologists argue that narrative bias comes from our desire to find meaning in the world<\/a> and to make the random and chaotic more coherent and explainable. This can be helpful in many situations. For example, when you reframe a painful memory into a more understandable and less painful story, it can be psychologically beneficial\u2014like if you come up with a story to explain why your ex broke up with you. But narrative bias can also be harmful, like when you tell yourself you failed at a task because you\u2019re inferior when it was actually due to randomness.)<\/p>\n\n\n\n

To make your stories as emotionally compelling as possible, Andrei recommends telling a story about a single person.<\/strong> This makes it even easier for the listener to imagine themselves in the story. Let\u2019s say you\u2019re making a speech about reducing the effects of pollution on a small town near a factory. You could just provide all the facts: the higher percentages of illness, the levels of toxins in the drinking water before and after the factory was built, and the economic damage to the town.<\/p>\n\n\n\n

Or, more effectively, you could tell a story about one<\/em> person in the town\u2014for instance, a single mom who got sick, had to stop working, and could no longer afford to take proper care of herself and her children. Then, when the audience is emotionally captivated, you might add in the statistics about illness percentages or toxin levels to drive the point home. This narrative-structured speech is more likely to resonate with the audience than simply stating the facts or even telling a story about how the town as a whole was affected.<\/p>\n\n\n\n

Further Tips on Emotional Storytelling<\/strong>

Other public speaking experts go into more detail on how to make a story compelling. In Talk Like TED<\/em><\/a>, Carmine Gallo recommends imbuing a story with the following characteristics<\/a>:

Rich detail<\/strong>: A detailed story is more immersive, making the audience feel like they\u2019re experiencing it firsthand. This might be another reason the quantitative details that Andrei recommends work to enhance a story.

Surprise<\/strong>: An element of surprise<\/a> in a story will keep the audience from becoming bored and losing interest in what you\u2019re saying.

Mystery<\/strong>: Like a surprising story, a mystery will keep the audience guessing and engaged. People are naturally drawn to a story with an unknown outcome.

Adversity<\/strong>: People also love having someone or something to root for. If your story has a hero trying to overcome adversity or defeat a villain, the audience will find it more interesting and feel more compelled to listen.

Though Andrei recommends telling a story about a single person instead of a group of people, Gallo adds that telling three<\/em> distinct stories can be even more persuasive<\/a>, because three stories can drive the point home. But he recommends limiting yourself to three so that you keep your audience\u2019s attention, which echoes Andrei\u2019s next strategy of keeping your message simple.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Convey a Simple Message<\/h3>\n\n\n\n

Another way to use the availability bias is to simplify your communication, Andrei writes. If your message is complex or difficult to understand, it won\u2019t be as easy for people to recall this information later. At the end of your speech or essay, the audience should know exactly what they learned and what information they can take away from it.<\/p>\n\n\n\n

To achieve this, provide the most important information as clearly as possible. Remove unnecessary details from a story or any information that makes your message less clear<\/strong>. For example, if you\u2019re trying to get a town to act on the pollution in their drinking water, tell them an emotional, captivating story, provide the essential details about pollution, then stop. They don\u2019t need to know every little detail about the town, the factory, the mom, or her children. Unnecessary details will only obfuscate the message and make it less memorable.<\/p>\n\n\n\n

Further Tips on Simplicity<\/strong>

In Simply Said<\/em><\/a>, Jay Sullivan provides some additional tips on how to keep your message clear and simple.<\/a> First, make sure you know exactly what you want to say before<\/em> you start working on the speech or presentation. He says that many speeches are confusing to the audience because the speaker didn\u2019t know their main point<\/a> when they were working on it. Once you know the main point, express it as simply as possible. Sullivan recommends one sentence of fewer than 10 words.

Another simplicity tip Sullivan suggests is to present your conclusion first<\/a>. This makes your presentation easier for the audience to follow as they\u2019ll have the context for the rest of the speech. If you withhold the conclusion until the end of your presentation, the audience will struggle to understand the point of your presentation and be more likely to lose interest. This is another way to understand Andrei\u2019s suggestion to provide your most important information early.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Employ Imagery<\/h3>\n\n\n\n

Andrei explains that using imagery is an effective way to make your communication more memorable<\/strong>. This is because memories based on visual perception stick out more clearly in our minds, so they\u2019ll provoke a stronger emotional reaction and be easier to recall later.  <\/p>\n\n\n\n

If possible, use pictures or other images in your speeches and writing. If you\u2019re giving a presentation and can use a television or other technology to project images on a screen, use it. If you don\u2019t have a way to project images, use visual imagery in your speech. Paint a picture with your words by including visual details in your story or visual metaphors in your explanations. In the example of the single mom who\u2019s sick, describe the physical details of the mom and her struggles. People will be more likely to remember her story and be moved into action by your words.<\/p>\n\n\n\n

Further Tips on the Use of Imagery and Other Senses<\/strong>

Andrei focuses on using visual imagery, but others note that painting a picture can involve more senses than just sight. In Talk Like TED<\/em><\/a>, <\/em>Carmine Gallo recommends that you incorporate multiple senses in your presentation<\/a> to capture your audience\u2019s attention. 

If you\u2019re giving a speech, you might use sounds other than your voice\u2014use an audio or video recording of someone else speaking, for example. If communicating in the written form, you could use descriptive language that activates the reader\u2019s sense of hearing.

Gallo also provides additional tips on how to best use images and slides in your presentation. He advises using a combination of short phrases and images, as studies show that people are much more likely to retain information if they hear it and see it at the same time. For images, Gallo says that you limit the number of charts you use\u2014people won\u2019t tire of seeing photographs, but they will get sick of seeing slide after slide of charts in your presentation.

If possible, Gallo also recommends appealing to the audience\u2019s sense of touch. If you\u2019re making a sales pitch for a tangible item, pass around a prototype. If you\u2019re pitching an idea<\/a>, try to simulate the sense of touch by getting the audience to imagine what it\u2019s like to touch or feel something related to your idea.<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"

Does it feel like, when you speak, what you say goes in one ear and out the other? Would you like to communicate messages that people will remember? The availability heuristic is a cognitive bias that has a dark side and a bright side. Peter D. Andrei accentuates the positive and shows how to make the most of it. He shares strategies to take advantage of the availability bias: use compelling narratives, convey simple messages, and employ imagery. Keep reading to learn how to use the availability heuristic to make your communication unforgettable.<\/p>\n","protected":false},"author":9,"featured_media":27013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,9],"tags":[1026],"class_list":["post-102544","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-psychology","tag-how-highly-effective-people-speak","","tg-column-two"],"yoast_head":"\nHow to Use the Availability Heuristic to Make Your Message Stick - Shortform Books<\/title>\n<meta name=\"description\" content=\"It's possible to use cognitive biases to your advantage. 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