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The Micro-Script Rules: It's not what people hear. It's what they repeat...
[Schley] has developed a list of Micro-Script rules that solve that problem.
190 pages, Hardcover
First published October 1, 2010
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61 people want to read
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Displaying 1 - 5 of 5 reviews
February 26, 2017
If the glove doesn't fit... Even though I didn't type it out, your brain probably said "you must acquit."
Why is that?
Your brain 'hears' the rest of the sentence as if I wrote it out because of audiation, the process by which our brain complete words/music that it already knows. Great marketers use this mental hack to develop marketing messages that is sharp, concise, and leaves people talking for days after they heard the message.
Microscripts are simple marketing messages that tell a story, and evoke powerful imagery. They're grounded in your Unique Selling Proposition (USP). And they're those short phrases that customers will repeat to others - spreading your message. You can see microscripts all over - from marketing to the political arena.
When Donald Trump was building his campaign messaging he leaned on 'Make America Great Again.' This short phrase, which many people repeated, packed a lot of emotion and meaning into it. It was a phrase that people repeated, that explained why people casted a vote for him.
Microscripts tell stories. They're the brand positioning that people will repeat 5 minutes (or 5 days) after your presentation. How do you develop your microscripts? It comes down to hypothesizing your USP, listening to how your customers talk about the problem you're solving, and testing language to see what sticks.
Give it a read.
Why is that?
Your brain 'hears' the rest of the sentence as if I wrote it out because of audiation, the process by which our brain complete words/music that it already knows. Great marketers use this mental hack to develop marketing messages that is sharp, concise, and leaves people talking for days after they heard the message.
Microscripts are simple marketing messages that tell a story, and evoke powerful imagery. They're grounded in your Unique Selling Proposition (USP). And they're those short phrases that customers will repeat to others - spreading your message. You can see microscripts all over - from marketing to the political arena.
When Donald Trump was building his campaign messaging he leaned on 'Make America Great Again.' This short phrase, which many people repeated, packed a lot of emotion and meaning into it. It was a phrase that people repeated, that explained why people casted a vote for him.
Microscripts tell stories. They're the brand positioning that people will repeat 5 minutes (or 5 days) after your presentation. How do you develop your microscripts? It comes down to hypothesizing your USP, listening to how your customers talk about the problem you're solving, and testing language to see what sticks.
Give it a read.
February 18, 2016
One the best books about marketing that's not written by Seth Godin that I've read. Tangible help and actual suggestions for anyone who makes presentations, writes copy for radio or advertising, or creates content for the web. This is a POD - print on demand book. That was a new concept to me: http://en.wikipedia.org/wiki/Print_on...
January 2, 2013
"Rough presentation of cutting, insightful material."
May 6, 2016
Decent insights but there's probably a better book on the subject of branding and taglines. Either way, it helped me.
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September 3, 2015Location: GG7 IRC
Accession No: DL027502
Accession No: DL027502
Displaying 1 - 5 of 5 reviews