How to Drive Action

You’ve led your audience all the way to the edge of the cliff and made them lean forward. All that's left is the final push. The action stage is where you play the double role of facilitator and cheerleader. Make it easy. Tell them exactly what to do and reduce the effort of understanding how... Continue Reading →

How to Arouse Desire

At this stage, you’ve hopefully gained the trust of your audience. They ‘like and want’ what you are showing, but you need them to ‘need and love’. Do you just keep doing more of what you were doing before? Make them laugh more? Make them trust you more? Make them more curious? Teach them more... Continue Reading →

How to Sustain Interest

So you’ve managed to make your audience notice you. Maybe this just means you got a click on an email headline or stopped a thumb from scrolling an Instagram feed. But we all know what a big deal this is, given the billion other things that humans can pay attention to these days. So give... Continue Reading →

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