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How to Get Your Audience to Care

How do you get your audience to care or even understand anything about your latest innovation?

The latest issue of Fast Company has an interesting article on this topic. Chip and Dan Heath's (authors of Made to Stick) regular column digs into the practical side of this problem. The article is entitled "Selling Your Innovation: Anchor and Twist."

First, you must anchor your innovation with an idea that already has a mental hook with your audience. Second, you must give it a twist in order to distinguish it from the already known and understood mental hook.

Using the "anchor with a twist" idea provides a helpful template on how to communicate more effectively - weather it be a new innovation, new program or new idea.

(ht: Brad Lomenick)


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