Communication techniques from the advertising world that can persuade people to buy a product also work well for people with dementia. For example, to encourage them to get moving or to eat. Communication scientist Kasper Bormans describes these techniques in his latest book ‘Making time for people with dementia’ and highlights three of them.
The Midas touch creates a bond. Photo: fizkes/Getty Images/iStock
De Midas touch: ‘This is a well-known concept from the commercial world, which salespeople use a lot. With the Midas touch, the seller touches the customer subtly, for example on the shoulder or the forearm. Because of this touch, the brain produces the happy substance oxytocin. It’s hard to stop, it just happens. This substance ensures that someone immediately feels more confidence. You can use this technique if you are in danger of losing connection with the client with dementia. So if you touch someone with dementia subtly, for example, if you suggest taking a walk in the courtyard, there is a greater chance that the client will perceive the threshold as less high. experience to do this, because he trusts you more, thanks to the Midas touch.’
Yes room: ‘Research shows that when someone has said ‘yes’ to questions a number of times, there is a greater chance that they will also say ‘yes’ to a follow-up question. We put someone in the yes room, so to speak. For example, when the sun is shining: ‘The sun is shining, can you feel it?’, yes. “Do you also hear the birds chirping like that?” Yes. “Shall we go outside for a moment?” Yes. Why? Always saying yes puts us in a positive mindset, so you automatically keep saying yes. An extra tip: if you ask a question, and nod yes yourself – so add non-verbal information – then the chance is even greater that the other person will also say yes. Handy, for example if someone refuses to take their medication.’
Wrap a question as a statement: ‘People with dementia are often more sensitive to the way you say something: the intonation, the sound, and how confident you say something. When you ask someone a question, the tone of your voice will probably go up at the end. This raising of the pitch betrays uncertainty, which increases the chance that the client with dementia will dig in his heels. While a monotonous statement feels like an absolute truth. It may therefore be an idea to soften the uncertain pitch of your question, so that it sounds more like a statement in terms of tone.
Read more tips and techniques here in an extensive interview with Kasper Bormans >>
Check out the book by Kasper Bormans >>
2023-08-15 18:26:49
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