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Burn Before Reading January 15, 2010

Posted by Jason in Daily PM.
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Here are the rules:

  • You can’t use numbers, statistics, or complex math.
  • You can’t use simple math.
  • You can’t use words with more than three syllables (a few four-syllable words are okay if used sparingly).
  • You can’t use visual aids, unless it’s video
  • You can use examples, but only if they are really unusual and not true of the most likely scenarios
  • Anything you say or present must relate directly to the audience and must show how you will protect them from harm and loss.

That’s it.  Pretty simple, right?

Okay then.  Now, with those rules in mind, start persuading.

It’s not about statistics, features, or esoteric benefits.  It’s about perception, short attention spans, and self-interests.  It’s about how your business will prevent your customers from feeling loss, inconvenience, fear, and desperation.

If you can’t do this, you will find your niche ever more marginalized and in some brackish backwater of the modern media.

Simplify, simplify, simplify.

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