Part IV

INTRIGUE

R = REPEATABLE

If People Can’t REPEAT It, They Didn’t Get It

True communication isn’t what you say. It’s what the receiver takes away.

CREATIVITY COACH TOM MONAHAN

It’s not enough to earn people’s attention in the moment.

You want to continue to earn people’s attention in the moments (and months) ahead.

The goal is for people to be so intrigued with you, your idea and offering that they voluntarily choose to share it with others, thereby giving it and you a long tail of influence.

This section shows how to craft enduring communications that keep you and your message top-of-mind instead of out-of-sight, out-of-mind.

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