Simplicity. One sentence. Be one idea.

Unexpectedness. Open gap then fill it later

Concrete images.

Credibility

Emotions. Make them feel something.

Stories.

Tapper and listener. Curse of knowledge 비유의 힘.

Moon mission is perfect = bring a man to the moon and return him back.

Newton discovered gravity when an apple fell from a tree.

Simple. The one most important thing

CI. What is the core of the core? There is power of singularity. It is about weeding out good insights and ideas.

Knowing the details too much can lead to losing the direction.

Smart people see many things important. But if you say 3 things you are not saying anything.

Proverb is good copy.

Unexpectedness.

Push beyond common sense. Nordstrom even wraps for items from another store.

Mysteries are powerful. Questions that customers have are mysteries.

Teaser.

Need to have knowledge in order to have the knowledge gap. Ex, football game broadcast 동네 and provide Historical background of competition

Concrete

Make it feel, see, sense

경험=기억한다

Credibility

Details – urban legends with details last

Vivid examples – “Mike Cohen who is 36yrs old …”

2 or if 11 soccer players don’t know which way to goal

Having a wireless connectivity can save employees 1 or 2 min per day

Sinatra test. If you can make it in NY. You can make it anywhere. If we can do this then we can do that too.

Testable credential. Try before buy 자신있다 라는 메세지. “Where’s the beef?” 광고

Availability Bias – why do people think there are more deaths from tornadoes than 천식? b/c there are more news around tornadoes.