- PRINCIPLE 1: SIMPLICITY ...and profound
- relentlessly prioritize the message
- use Golden Rule: one-sentence so profound that an indiv could spend a lifetime learning to follow it.
- PRINCIPLE 2: UNEXPECTEDNESS / ELEMENT OF SURPRISE
- We can surprise (an emotion whose function is to increase alertness and cause focus) but it doesn't last. Should generate interest and curiosity
- HOW? Like an entertaining history teacher you can systematically for a long period of time "open gaps of their knowledge then fill those gaps"
- PRINCIPLE 3: CONCRETENESS
- ie. "ice-filled bathtubs"
- "apple with razors"
- (proverb) "a bird in hand is worth 2 in a bush"
- explain in terms of human actions, in terms of sensory info
- PRINCIPLE 4: CREDIBILITY
- think of ways we can help the audience to test our ideas by themselves
- Reagan-Carter. Reagan: "Before you vote, ask yourself if you are better off today than you were four years ago". -- GOOD COPY!! PERSUASIVE.
- PRINCIPLE 5: EMOTIONS
- we get people to care about our ideas when we make them feel something. i.e. popcorn, disgusted
- PRINCIPLE 6: STORIES
- CAVEAT
- CURSE OF KNOWLEDGE - once we know something, we find it hard to imagine what it was like not knowing it. EX. Tappers vs listeners experiment.
- ie. CEO - frontline employee; teacher - student; politician - voters; marketers - customers; writers - readers
- TO BEAT THIS:
- try not to learn anything in terms of your ideas
- take your ideas & transform them
- CURSE OF KNOWLEDGE - once we know something, we find it hard to imagine what it was like not knowing it. EX. Tappers vs listeners experiment.
- CURSE OF KNOWLEDGE ex.
- CEO "maximize share holder value" check the principle, doesn't check any bullet
- JFK "put a man on the moon and return him safely after a decade" simple. unexpected. concrete. credible. emotional. a story in one sentence!!
may 13 2012 ∞
may 13 2012 +
may 13 2012 +