This is a free in-depth guide to creating communications that is clear and persuasive. Everything from strategy to messaging to framing.
Three ways research helps communication
Research is critical to persuasive communication. Rather than seeing it as an impediment, organizations should see it as invaluable.
Why the facts don’t work — a case study on climate communication
The climate movement needs to change its strategy, forget about persuading everybody, and focus on telling a story. It needs “moral genius”.
“Unconcerned, unrepentant, and unchanged” — three words that show what communicators can learn from a Boston lawyer
Painting Dzhokhar Tsarnaev as “unconcerned, unrepentant, unchanged” is a skillful example of rhetoric, persuasion, and a potent key message.
How to use fewer words
Writing shorter can be difficult. Software doesn’t help. Here’s one exercise that will help you use fewer words without losing substance.
Write visually and inspire action using Monroe’s Motivated Sequence
Monroe’s Motivated Sequence is a persuasive speaking format. It’s a variation of the problem-solution format that is visual and inspires action.
One reason this ad campaign might work
Environmental organizations often mistakenly frame nature as separate to people. This campaign avoids that mistake, but does it work?
Three notes you must hit when making a political TV ad
Can you guess which of these political ads works? The major political parties are off and running in New Zealand’s federal election.
Earth isn’t dying; people are
Milton Glaser has a new logo to raise raise awareness about pollution and extreme weather. The logo is fine, but what about the language?
Words that beat ‘global warming’ and ‘climate change’ — a guide
For people to care about global warming it needs to be made relevant. This guide shows the language that’s simple and uncontroversial.