Boil away the fluff so you're audience is left with a condensed, sweet explanation. |
1. EliminateDecide which details to take out. Repeat 2X.
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2. CondenseUse simple words and short sentences.
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3. SweetenAmplify critical talking points and data using analogies.
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How might you explain why people should sleep more? |
1. EliminateHours people sleep. Deep sleep. Light sleep. Medications. Blue light. Stress.
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2. CondensePoor sleep affects everything.
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3. SweetenThere’s a new drug that guarantees you will look better, feel healthier, and instantly become smarter. There is absolutely no side effects. And it’s free.
It’s more sleep. |
How might you explain the rising costs of dementia in the US. |
1. EliminateStats of dementia by person, state, year. Types of dementia. What symptoms are like. Rate of increase. Percentages of people affected.
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2. CondenseDementia affects us all. It will cost us a fortune. Act now.
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3. SweetenThink of your 3 closest friends. One of them will will die from dementia.
Dementia is a tapeworm on the US economy. In just 3 decades, Alzheimers, will cost us more than our entire military defense. And Alzheimers is just one slice of dementia. There’s hope. We can change this story. |
Tips
EliminateWhat’s the gap between what you and your audience know? Sacrifice accuracy for understanding.
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CondenseFocus on the big takeaway.
SSS: simple, surprising, and answers the question “so what.” |
SweetenUse analogies and metaphors. Build tension and release. Make numbers relatable.
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