# data[].attributes.headline
introduce your idea with a personal story

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introduce your idea with a personal story

# data[].attributes.body
keep it simple stupid
describe not the whole product, project whatever. describe in simple words the uniqueness

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reduce complexity of what you want to tell to one main simple fact

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reduce complexity of what you want to tell to one main simple fact

# data[].attributes.headline
message/story should have an emotional part, where people can empathise

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message/story should have an emotional part, where people can empathise

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People should care as much as I care

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your idea is remembered and understood - is has a lasting impact.

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your idea changes the opinions or behaviour of your audience

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Concentrate on the (single) main message.

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Concentrate on the (single) main message.

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make it something people can try out for themselves so that they believe what you tell them

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make it something people can try out for themselves so that they believe what you tell them

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Apply the wellknown 5W1H principle: when, who, what, whom, where and how.  

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Apply the wellknown 5W1H principle: when, who, what, whom, where and how.  

# data[].attributes.headline
Bring people to care about your idea/solution

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Bring people to care about your idea/solution

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idea remains in memory even after some time

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idea remains in memory even after some time

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drop the micro

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what is the audience expecting and what would surprise them

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what is the audience expecting and what would surprise them

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one sentence an individual could spend a lifetime learning to follow it

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one sentence an individual could spend a lifetime learning to follow it

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give them a feeling of speciality

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message should be easy to understand for everyone

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message should be easy to understand for everyone

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don´t reveal your idea right at the beginning, keep up some kind of mystery

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don´t reveal your idea right at the beginning, keep up some kind of mystery

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Inspire them, show them results. Lead the audience and the customers

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Inspire them, show them results. Lead the audience and the customers

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be clear and precise

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back everything up / integrate it into a personal story

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back everything up / integrate it into a personal story

# data[].attributes.headline
concrete images makes it easier to understand

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concrete images makes it easier to understand

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Show your audience real life examples. But no exaggeration.

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Show your audience real life examples. But no exaggeration.

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the key moment of a situation/presentation, that never gets forgotten 

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the key moment of a situation/presentation, that never gets forgotten 

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having a lasting impact - you can change the opinion or behavior of someone - based on a sticky story

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having a lasting impact - you can change the opinion or behavior of someone - based on a sticky story

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Make your story dramatic. Have you ever watched the movie 'Usual Suspect'?

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Make your story dramatic. Have you ever watched the movie 'Usual Suspect'?