Make your Message Stick!

1. Simplicity

2. Unexpectedness

3. Concreteness

4. Credibility

5. Emotions

6. Stories

#1 Keep it Simple

• Find the core

• Don’t bury the lead!

• Use the inverted pyramid

#2 The Power of the Unexpected

• What’s unusual about the message?

• Break the guessing machine

• Share the rebuilt message

#3 Be Concrete (v. Conceptual)

Concrete ideas are easy to remember.

Curse of Knowledge: The main difference

between an expert and novice is that the expert is

able to see things abstractly.

#4 Make it Credible

Use Details & Statistics!

#5 Emotional Content

Self-Interest = Make it about them

#6 Tell your Story

Stories encourage an internal reenactment on the part of the listener which burns the

idea into their mind.