Boil away the fluff so you're audience is left with a condensed, sweet explanation.

1. Eliminate

Decide which details to take out.  Repeat 2X.

2. Condense

Use simple words and short sentences.

3. Sweeten

Amplify critical talking points and data using analogies.

How might you explain why people should sleep more?

1. Eliminate

Hours people sleep. Deep sleep. Light sleep. Medications. Blue light. Stress.

2. Condense

Poor sleep affects everything.

3. Sweeten

There’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. Eliminate

Stats of dementia by person, state, year. Types of dementia. What symptoms are like. Rate of increase. Percentages of people affected.

2. Condense

Dementia affects us all. It will cost us a fortune. Act now.

3. Sweeten

Think 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

Eliminate

What’s the gap between what you and your audience know?  Sacrifice accuracy for understanding.

Condense

Focus on the big takeaway.
SSS: simple, surprising, and answers the question “so what.”

Sweeten

Use analogies and metaphors. Build tension and release. Make numbers relatable.