Want to create eye-catching images? Make good use of SCAN rules to catch the audience’s attention

This article is written by Xia Shaogang, a doctor. Personal blog contains skin diseases, medical cosmetology, health and personal creative works. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.

[Why we reprint this article] Learning the skills of presentation making not only improves your presentation skills in the workplace, but also allows you to use this process to understand the needs of the target audience and your own content layout strategy, which can be further used to create lazy packages or other types of content. Dr. Xia Shaogang generously shared his thoughts on learning presentation techniques in class, and the process of modifying his “Chinese and Western Medicine and Healthy Weight Loss” bag based on the principles he learned. Friends who want to learn to make their own picture-style bag, please don’t miss it.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEilXcNvxDXcFuDYTyk_sPtr6SrMo5yHR75id4n-PdAFXBh99v agqcodHSy_2F5XCcxAu8b7WaZZxGWcUBU0ZP_hACiFKy6ED1TU0eo8mC_EIki-KO-7W5Ra18oNlbpfNGsxce6L-WoBz5km/s1600/%25E7%25B0 %25A1%25E5%25A0%25B1%25E7%259A%2584%25E7%259C%259F%25E7%25BE%25A9%25E3%2580%2581%25E5%2589%25B5%25E4%25BD%259C %25E7%259A%2584%25E5%2588%259D%25E5%25BF%2583-%25E7%259A%25AE%25E7%2590%2586%25E6%2598%25A5%25E7%25A7%258B.PNG)

After participating in the [Basic Briefing Course] (https://www.facebook.com/photo.php?fbid=1857692034241035&set=a.211968292146759.60978.100000007685427&type=3) taught by Teacher Lin Changyang in early May, I was greatly inspired by the two-hour bombardment of dry information without any interruption. On June 2nd, I was lucky enough to participate in the more in-depth “Lazy Bag Practical Workshop”. I gained a lot from the full-day course!

The following are the presentation skills learned in these two classes:

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjM2WThmcZjd2UvizkPfvfms65Ax0HBm6yIAAeaWXSpl9Ljzh5UZG3r-yQIMaVul2yROK8GG6HNJKG4mAFPt IhBKKD9kWrbg5ITttEIpmQq3znbSLeKPLVvmPYEfQ3W-vdAowgiIReoNJPv/s1600/Befoer After-1-%25E7%259A%25AE%25E7%2590%2586%25E6%2598%25A5%25E7%25A7%258B.PNG)

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3kgUOkfxVnuGqDo7rzIB11-xI2m0cJ-doRLHUJfRIZfNKbKpQY9ULdHQhHpaM_5y04e64mO5b3H4KdcT2v w2dPHmUDeosiG_d9xnYST21Z5DRmMN18iCO3s0v9xicqu5wnhv1yov35tCO/s1600/Befoer After-2-%25E7%259A%25AE%25E7%2590%2586%25E6%2598%25A5%25E7%25A7%258B.PNG)

Friends who want to read the complete “Chinese and Western Medical Treatment and Healthy Weight Loss” are welcome to click this link

Briefing is a medium to convey knowledge

Teacher Changyang reminded the students at the beginning of the course that the focus of the presentation is not on the gorgeous techniques and layout, nor on the self-satisfaction of the speaker on the stage, but on the “audience” - to truly achieve the purpose of the presentation by truly delivering knowledge that is “helpful” to the audience.

In recent years, the popularity of lazy bag is a further derivative product in the field of presentations. In the Internet age of information explosion, the audience’s time and attention have become scarce resources that are competed for by all parties. It is not enough for the audience to “understand quickly”. It is best to “understand it with a few pictures” or even “understand it in seconds” to attract people.

Preparing a concise layout and easy-to-understand copy for your presentation is the first step to making it acceptable to the audience. And “useful” knowledge to the audience is the more important cornerstone of the entire briefing. Speakers must first think clearly about “who they want to speak to” and then build a step-by-step process of “how to speak” in order to attract the audience to listen attentively.

Taking my personal homework as an example, “Chinese and Western Medicine and Healthy Weight Loss” is a topic that I am very interested in, and I am also working hard to hone relevant professional knowledge. But before the revision, the slideshow looked miserable. Whether it was for external speeches or online viewing, it was equally uninterested. The crux of the problem is obviously that the previous briefing “did not speak human words” and “lacked aesthetics”.

Thanks to Teacher Changyang for his guidance. This is my first time making a lazy bag. There must be a lot of room for improvement, but the level of improvement before and after this can be regarded as a complete transformation.

“There is no other way to present, just see the world, yourself, and all sentient beings.” - Dr. Yang Sidi, “[The most popular graphic presentation technique by IBM Chief Consultant] (https://bookshop.businessweekly.com.tw/product_book.aspx?prodno=PROD000008304&p=2)” Recommended Preface

Triangulation rule

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Many people should be in the same situation as me. Once they encounter a presentation, they immediately start looking for information or grabbing templates online, but this is actually the wrong first step.

Teacher Changyang emphasized that to complete a successful presentation, the proportion of time invested should be “50% content, 30% structure, and 20% graphics.” Whether you are giving a briefing or a lazy bag, you must first clarify the strategic goals. As the saying goes, “Know your enemy and know yourself, you will never be in danger of a hundred battles”.

• confidant

Represents an inventory of one’s own resources. If you can start from your own major or interest, it will not only be easier to produce high-quality copywriting content, but also help to establish a personal brand image.

• know each other

Before you start creating your newsletter, you must first understand your target audience. Statistics show that a passive audience has less than 8 seconds of attention span (a goldfish has 9 seconds, which is more than a human being). If you can’t attract the attention of the audience, all the good content you boast about will be in vain! We must first confirm clearly “who we are speaking to”, deeply explore the “fear” and “desire” of these audiences, and tell what the audience really wants to hear, in order to provide the audience with useful information at the same time.

“As long as 70% of the audience likes you, it’s enough. You don’t have to please everyone.” Just like this golden saying mentioned by Dr. Si Di, all we have to do is to be seen by 70% of the audience who may like us. Therefore, it is necessary to first target the group for which the briefing is intended, in order to accurately deliver content that is useful to them.

Teacher Changyang also helped everyone get vaccinated - there is no one who doesn’t get stabbed in the rivers and lakes. After being put on Facebook and other social media, the Internet users on the other side of the screen may come to start a fight because of their interests, values, or other factors due to the wide range of people they can reach. Therefore, writers must first correct their mentality in order to distinguish between “facts” and “opinions” in responses, leading to a real discussion process rather than an exchange of insults.

If netizens challenge based on “facts”, we can use this to examine our own shortcomings and then adjust and improve. But if netizens put forward different “views”, just laugh it off! Because we cannot satisfy everyone, it is better to stick to our own principles.

After talking about knowing oneself and knowing the enemy, when it comes to briefings, they are actually the bridge between the speaker and the audience.

Teacher Changyang explains the structure between these three with the “[Gui-style triangle positioning module] (https://www.managertoday.com.tw/books/view/54599)” proposed by the vice chairman of Ogilvy Advertising [Ye Minggui] (https://www.nextmag.com.tw/realtimenews/news/340186) - to whom, what am I, and what I give you.

And how to advance from the “product level” that simply provides information to the “market level” that allows the audience to truly understand it, and even further to the “communication level” that penetrates the audience’s heart. At this time, you need to tell a good story!

Good advertising requires creativity and strategy, and more importantly, finding the key to touching people’s hearts! ──Ye Minggui, “The Technology and Art of Branding”

SCAN rules tell stories

In the book “Presentation Show and Tell”, the structure of the presentation is divided into four types: report, explanation, promotion and drama.

Among the four, “drama” has the strongest tension and can stir up emotions the most, so it is most likely to touch the audience’s heart and change their beliefs. Taking emotions as the starting point, Teacher Changyang proposed the “SCAN” rule, which emphasizes the ups and downs of the plot, but the order is slightly different from the “start, succession, transition, and conclusion” when writing articles:

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj5ADRMl2_CPpdedvSidzUaEJFcPaTnLUUSbQ4NM13IMt_c5JcfIEP8omczZ8HNAVIDKfRCPzWLduvSRx1hNz0eZoNodyK SKejZmrvFBhBK9Q9CURMyq9dkL6nzexuDQTtjWilpHNm64AWb/s1600/SCAN%25E6%25B3%2595%25 E5%2589%2587-%25E7%259A%25AE%25E7%2590%2586%25E6%2598%25A5%25E7%25A7%258B.png)

• S (starting): Situation (current status)

The presentation should be able to directly point out the issues and raise issues that the audience can quickly focus on. Therefore, the basic skill of “knowing yourself and the enemy” must be done first! Similarly, the cover image should be able to catch the audience’s attention immediately. As in the “Briefsheet Design and Presentation Skills Sharing Session” (https://doctorhsia.blogspot.com/2017/11/BlogBasic-1.html), Dr. [Pojulai] (http://pojulai.blogspot.com/) mentioned to everyone that the most worthwhile investment in drawing time in a briefing is the “first page” and the “last page”.

• C (transfer): Consequence (consequence)

If you want to make good use of health issues to reach the hearts of your audience, you can talk about the possible adverse consequences of letting your existing health problems continue in your presentation or lazy bag, and mention the types of diseases that your audience is afraid of. In the medical lazy bag, it is quite easy to do this, because everyone is afraid of losing health.

• A (acceptance): Aims (target)

Make a point and teach your audience that the problem can be solved when their emotions are at rock bottom. And this solution is something that everyone can actually do, further elaborating and increasing the audience’s interest.

• N (together): Need (solution)

In a way that the audience can understand, the solutions that can be implemented are listed in an organized manner. Let the audience who have already understood “the need for change” to further understand “how to change”. Teacher Changyang specially reminded everyone to “speak in human terms” and try to transform the professional part into a level that “an old woman can understand”, in order to achieve better resonance and make a powerful summary.

Take this lazy assignment “Chinese and Western Medicine and Healthy Weight Loss” as an example. I first pointed out the current situation of “overwork obesity” and “Taiwan’s obesity rate is the highest in Asia”, and then explained the relationship between obesity and the top ten causes of death in the country. If you don’t lose weight, you will suffer serious health consequences. Then he further put forward his own opinions to the audience who are interested in losing weight - weight loss should be carried out with the basic concept of weight loss as the “main” and various traditional Chinese and Western medicine weight loss therapies as the “auxiliary”. Finally, the concept of customized “combined weight loss treatment with Chinese and Western medicine” is promoted to the audience who do not need and dare not undergo surgery as a conclusion.

The true meaning of a presentation is to change the audience! ──Dan Rom. “Presentation Show and Tell”

Keep working hard and never forget your original intention

When I participated in the “[Community Management and Innovative Health Education Sharing Session] (https://doctorhsia.blogspot.com/2017/12/Font.html)”, Dean You Yisheng (http://yishengyu.blogspot.com/), who was already at the top of the health education pyramid, not only shared his personal experience in class, but also reminded me in private to think clearly about the “purpose” of writing articles on the blog - different purposes have different operating modes. I was stunned for a moment and found that I really hadn’t thought about this issue clearly. [](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgxm3RBiez3Dyft88l0VOlX7M2gjBWFUr1BU7 mNXiCPr6fR2dNnAdGMo1J5VVbif8VBAU3jO3mlO3Zk5X-NcmaUKLC3Y1raN1ryor94j3HXge9au9ywt1a7dBgZujWQPB1rsQDdn WeFS5_/s1600/%25E6%258C%2581%25E7%25BA%258C%25E5%258A%25AA%25E5%258A%259B%25E8%258E%25AB%25E5%25BF% 2598%25E5%2588%259D%25E8%25A1%25B7-%25E7%259A%25AE%25E7%2590%2586%25E6%2598%25A5%25E7%25A7%258B.PNG)

Let’s summarize the purpose of my blog:

1. Produce health education articles. As a doctor, you usually don’t have much time to provide adequate health education to outpatients. Therefore, I will ask them to read more relevant articles on their personal blogs and discuss them again when they return to the clinic. At the same time, I also hope that people on the Internet can get relatively accurate information through this.
2. Accountable to the clinic. After all, my current boss takes great care of me. As a young practicing doctor, I feel that I should make more contributions to the clinic.
3. Have something to talk with Taizu. Otherwise, she would be the only one writing, and there would be no interaction between the couple @@ (This is very dangerous!).
4. Writing articles is very interesting in itself! My high school articles were published on Jianzhong Youth. While in college, he also served as editor of the literary section of departmental publications. But later on, because I liked playing video games, I gave up writing (can I self-destruct here?), and my wife often laughed at me and called me a fake literary youth. Now I really feel that writing a blog can make my time more productive, and I can also get a lot of fun from it. After all, as I get older, my hand-eye coordination becomes less coordinated. Typing is fine, but many new games are no longer playable.

If we compare the card-based computer game “Hearthstone” to a blog (sorry, I’m still a nerd now):

• Setting up a blog is like setting up a card table. *Writing an article is like making a deck of cards.
• Posting on the Internet is like playing your own card round.
• Watching netizens’ responses and exchanges is like observing each other’s card turns.

See [strong doctors](http://skindocchiu.pixnet.net/blog/post/344182129-%E7%B2%BE%E9%81%B8%E7%9A%AE%E8%86%9A%E9%86%AB%E7%99%8 The powerful educational articles written by 2%E8%A1%9B%E6%95%99%E9%83%A8%E8%90%BD%E6%A0%BC%E8%88%87%E7%B6%B2%E8%AA%8C) are really admirable─“It is really an exquisite deck that has been accumulated for a long time and refined over time. ” (Totally wrong)

After finishing this round (part), you have to go back and reorganize the cards (enter text) and think about how to play the next round (part).

If you don’t like the appearance of your card table (blog), you have to modify the roadside stalls (templates) preset by the system (blog platform) for free, and search for “lazy man’s bag” strategies online to improve them. To make the standard card table (blog design style) look more cute, you have to cut off a corner here and add a little bit there. If you sign up for the high-quality courses of “Legendary Player” Chang Yang, you will not only learn how to play cards, but also learn how to draw cards that look less like those of your elders.

In fact, the various methods mentioned above are all to make more people want to visit my blog. Another great speaker, Dr. Huang Wanru, suggested learning SEO. I considered adding this to my to-do list.

Always remind yourself to uphold your original intention of creating. Of course, this is not an easy task. And I will always encourage myself and keep working hard!

The best thing about a presentation is not how much applause it gets, but how many people it helps. ──Lin Changyang, “[Taiwan First Classic Quotations] (https://www.first-tw.com/)”

PS. Thanks to the visual director “If I know what I hear”. If I know her writing and photography skills are much better than mine, everyone is welcome to check out her blog.

PPS. I gained so much from these two classes, and I will have to wait for the next time to learn more about “techniques”!

★ Additional screenings at the same scene:

• Beginner’s blog record from scratch (1): Select platform, theme, layout
• A beginner’s blog record from scratch (2): Choose appropriate layout and font
• “Chinese and Western Medical Treatment and Healthy Weight Loss” Lazy Bag

★ Further reading: Dean Yang Boyin: “[A lazy man’s bag, understand the information instantly without suffering] (https://boyinyang.blogspot.com/2018/03/blog-post_8.html)”

★ Photo Credit: Xia Shaogang physician, Pixabay

★ If you want to know how to make good use of content marketing tools and achieve better marketing results with less cost, please sign up for the Ouchi expert lecture on July 10: Use less, earn more! Content Marketing Save Money.

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”.

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