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make it simple so everyone can remember it later

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make it simple so everyone can remember it later

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simple and profound ideas, with one sentence statement

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deliver a message, the audience wouldn't expect

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deliver a message, the audience wouldn't expect

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something surprising should happen in your story

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something surprising should happen in your story

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If you want to interest someone that is not interested in your topic in the first place, their attention span is very short.

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If you want to interest someone that is not interested in your topic in the first place, their attention span is very short.

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surprise your audience and keep them interested by making them curious

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surprise your audience and keep them interested by making them curious

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tie in a story so people can imagine themselves in it

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tie in a story so people can imagine themselves in it

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brains are wired to remember concrete data - use concrete language

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brains are wired to remember concrete data - use concrete language

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Ask about own opinion e.g. "What do you think about ...?"

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Ask about own opinion e.g. "What do you think about ...?"

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facts verifiable by the audience but not too academic

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facts verifiable by the audience but not too academic

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use concrete images, like the ice filled bathtub, so that people can easilier imagine it

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use concrete images, like the ice filled bathtub, so that people can easilier imagine it

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e.g. the "buckle up" commercial. The audience expects it to be a car commercial, when suddenly a car crash happens.

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you should empathies with the person the story is about

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you should empathies with the person the story is about

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use real examples to make a more personal connection with the audience

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use real examples to make a more personal connection with the audience

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concrete examples and personal stories are stickier than statistical data

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concrete examples and personal stories are stickier than statistical data

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try before you buy - ask simple questions to allow voters to test for themselves

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try before you buy - ask simple questions to allow voters to test for themselves

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make people feel something, like feelings of the young, poor african girl

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make people feel something, like feelings of the young, poor african girl

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make them feel something (fear, disgusted...)

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make them feel something (fear, disgusted...)

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a story acts as a kind of mental flight simulator, preparing to respond more quickly and effectively

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a story acts as a kind of mental flight simulator, preparing to respond more quickly and effectively