Overused words do not work.  Instead of relying on words at all, offer evidence.  Offer the compelling stories that make those adjectives unnecessary.- Harry Beckwith Studies and tests have shown that when ever you replace facts and statistics with people the target audiences is 2.5 times more receptive to the message. Take the example of St. Jude’s Children Research Hospital focusing on people. They’re marketing collateral, whether it was online or on paper, they’re message is, “It’s not Cancer, It’s Jenny.” Those few words clearly communicated that the focus isn’t curing cancer. Rather, the focus is on saving Jenny’s life, a human being like you and I. The above photo was taken when I was filming my short documentary on the Muslim’s relief efforts during post Hurricane Katrina. My friend and I were exploring the 9th ward and found this school that had be destroyed.

Overused words do not work.  Instead of relying on words at all, offer evidence.  Offer the compelling stories that make those adjectives unnecessary.
- Harry Beckwith

Studies and tests have shown that when ever you replace facts and statistics with people the target audiences is 2.5 times more receptive to the message.

Take the example of St. Jude’s Children Research Hospital focusing on people. They’re marketing collateral, whether it was online or on paper, they’re message is, “It’s not Cancer, It’s Jenny.”

Those few words clearly communicated that the focus isn’t curing cancer. Rather, the focus is on saving Jenny’s life, a human being like you and I.

The above photo was taken when I was filming my short documentary on the Muslim’s relief efforts during post Hurricane Katrina. My friend and I were exploring the 9th ward and found this school that had be destroyed.

2 ♥ 05.28.11
dropshadow
  1. khanb posted this
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