Tags - messages

To be effective, key messages need to be several things at once. They need to be

  • brief
  • positive
  • clear
  • consistent
  • credible and
  • durable.

They need to be positive because it’s hard to remember negative statements. That takes abstraction, and that means your brain needs to work more. That’s because back when nature’s engineers designed the structure of our mind, they mostly copied what was already there in animals. And since animals aren’t really good at abstract thinking, at the subconscious level, we aren’t either.

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