When content seems boring, often it’s because the content is too abstract. To get readers to sit up straight in their chairs, spice up your content with concrete language. Instead of describing the world from 40,000 feet, get to work at ground level. Bring the joy of life to readers by tickling all of their …
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Book review: Jonah Berger’s “Magic Words” If you read only one book about persuasion this year, make it Magic Words: What to Say to Get Your Way. The author, Jonah Berger, is a marketing professor at the Wharton School at the University of Pennsylvania and has written several books, including Contagious. I love Magic …
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Too many companies’ messages use abstract words that don’t paint a picture in customers’ minds. The problem is: abstract messages fall flat with customers. For example, a service rep might say, “We’re shipping your order.” Or “We’re shipping your pants.” Or “We’re shipping your new black Levi’s jeans.” Guess which message resonates best with customers? …
Continue reading “Your message probably is not concrete enough”
