TOP 5

1. Always have a personality—we buy from whom we like, and zero-personality is a non-starter.

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2. Relevancy drives connection—motivation depends on sparking emotion; indeed, the two words are intimately related.

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3. Make it memorable—emotions don’t just spark a call-to-action, they spark recall, too.

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4. Keep it believable—trust is still the emotion of business.

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5. Guard against bald spots—what’s flat or dull kills momentum, encouraging listeners to turn away.

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THE OTHER 13 PRINCIPLES AND RELATION TO THE TOP 5

Always have a personality

a.) Mirror the values of the listener

b.) Be sensitive to the gender gap

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Relevancy drives connection
a.) Keep it close to home

b.) Provide a sense of membership

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Make it memorable 

a.) 3-second rule

b.) Always sell hope

c.) Paint a mental picture

d.) Create suspense

e.) Tell a story

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Keep it believable

a.) Promote intimacy (don’t shout)

b.) Branded solution as hero

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Guard against bald spots
a.) Vary pace and intonation

b.) Don’t lead with price