‘Say goodbye to the 60-hour workweek’
You know that the topic is never the topic: The reader is the topic.
You’ve acknowledged that readers don’t care about “us and our stuff”; they care about themselves and their needs.… Read the full article
persuasion
How to develop fear appeals in persuasion
Avoid losing readers with these 4 steps
Fear appeals persuade. But they can also paralyze.
Strong fear appeals persuade … The stronger the fear appeal, the more likely it is to move your readers to act, according to 50 years of research and 100 studies reviewed by researchers Kim Witte and Mike Allen.… Read the full article
Promises, promises
We want to act consistently with our commitments and values
Social scientist Anthony Greenwald and his colleagues asked potential voters on the eve of an election to predict whether they would vote and why.… Read the full article
Fear factor
Why negative messages gain traction
Did Stanley Kubrick fake the moon landings? Was President Obama holding a rocket launcher in a car with an ISIS leader?… Read the full article
Make it F-A-B
Translate features to advantages to benefits
Quick! Which would you rather have: Apple’s new incredibly responsive A9X chip? Or the ability to perform complex jobs like editing 4K video quickly and smoothly via your iPad?… Read the full article