Eleven Elements to Mold a Magnetic Message. Element Six: Flavor

Following is an excerpt from the recent position paper, “Eleven Elements to Mold a Magnetic Message: How to Shape Your Story for the Press, Policymakers, and the Public.” We’ll discuss each of the Eleven Elements individually to help you get a better handle on each one. Today, let’s turn to Element Six, Flavor.

There is a weird power in a spoken word. – Joseph Conrad

The spoken word must contain some spice, so cook up some quotable quotes to support the four legs of your message. When skeptics say, “Prove it,” your quotable quotes need to do just that.

Let’s review some of the tools you have at your fingertips:

  • Stories
  • Numbers
  • Extremes (the best, the first, the only)
  • Case studies
  • Ju jitsu (citing the opposition)
  • Quotations from famous individuals
  • Anecdotes
  • Analogies
  • Topics du jour
  • Clichés
  • Humor

Which tools from the above listing work best for you? Are there other approaches you favor?



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