Reading now
Reading it and found it intresting than Allison Fine’s “MOMENTUM: brings up change change in the connected age,” and essential for those crafting corporate messages.
* Simplicity: the idea must be stripped to its core, and the most important concepts should jump out.
* Unexpectedness: the idea must destroy preconceiv…ed notions about something. This forces people to stop, think, and remember.
* Concreteness: avoid statistics, use real-world analogies to help people understand complex ideas.
* Credibility: if people don’t trust you, they’ll ignore you. In some cases, they will be openly hostile, which means they’ll actively try to dispute your message!
* Emotional: information makes people think, but emotion makes them act. Appeal to emotional needs, sometimes even way up on Maslow’s hierarchy.
* Stores: telling a story [gets] people into paying closer attention, and feeling more connected.