Unexpectedness is about grabbing a person’s attention. You can grab an individual’s attention by surprising them with something that violates their expectations. Surprise is an emotion that forces a person to pause and collect more information about the world around them. Surprise gets a person’s attention in the moment, but curiosity holds their attention over […]
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Simplicity is about finding the core message and sharing it in a concise way. The core message is the one important element you want to communicate. As the old saying goes, “No battle plan ever survives contact with the enemy.” Imagine you are trying to develop a plan to instruct a friend on playing a
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In their book, “Made to Stick, Why Some Idea Survive and Others Die,” brothers Chip and Dan Heath define a sticky idea as one that is understood, remembered, and creates some kind of change in a person’s opinion, behavior, or values. They studied the panorama of what makes ideas sticky by examining urban legends, ad
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Every day in the run-up to the 2016 elections I saw the poll numbers showing Donald Trump with a substantial lead in the GOP polls. In spite of the many gaffes that would destroy any other candidate’s political aspirations, Trump continued to be immune. This fact caused me to question why some people would continue
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When it comes to designing a longform sales page, there are three basic types of consumers of internet content: Skimmers, Scanners, and Readers. Appeal to each type with different design elements.
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A business associate of mine, Ken Jaray, is an Angel investor and earned his personal fortune as a very successful trial lawyer. When I asked him what was the most significant factor that contributed to his phenomenal success in the courtroom, he replied that it was his ability to connect to the jury on a
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Romance is one of four very powerful emotional appeals. Discover how using romance as an emotional appeal will cause people to unconsciously stop what they are doing and pay attention to your marketing message.
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Recognition one of four very powerful emotional appeals. Discover how using recognition as an emotional appeal will cause people to unconsciously stop what they are doing and pay attention to your marketing message.
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Self-preservation is one of four very powerful emotional appeals. Discover how using self-preservation as an emotional appeal will cause people to unconsciously stop what they are doing and pay attention to your marketing message.
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Money is one of four very powerful emotional appeals. Discover how using money as an emotional appeal will cause people to unconsciously stop what they are doing and pay attention to your marketing message.
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