This is a free in-depth guide to creating communications that is clear and persuasive. Everything from strategy to messaging to framing.
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.
Message grid: Ill, Blame, Cure, Consequence
This four-part structure is a one way to deliver your key messages. The problem-solution narrative is great for campaigns and startups.
Message grid: 27/9/3 — 27 words, nine seconds, three messages
The 27/9/3 key message grid is a great format for creating three concise soundbite-length messages that work on TV, radio, print, and social.
Stuck with your presentation? Talk about what is and what could be
The contrast between what is and what could be is a powerful means of persuasion. Steve Jobs used it. So did Martin Luther King, Jr.
Why you should limit facts and figures
Speakers who rely on facts and figures risk losing their audience. Aristotle’s third mode of persuasion, logos, should be used sparingly.
Why you need emotion to persuade
You need to use emotion to be persuasive. Nine ways you can create a connection with your audience using the second mode of persuasion: pathos.
Matthew McConaughey’s Oscars speech and the rule of three
Matthew McConaughey’s Oscars acceptance speech is a great example of how to use the rule of three. It makes his speech memorable.
How a CEO can make or break a brand
A CEO can make or break a brand. Qantas is in trouble and the image of its CEO isn’t helping. Four questions that help us understand why.
Three ways to build authority
Of the three modes of persuasion a speaker’s authority is the most important. Three things you can do to build authority and persuade.