Preface
Look, I fully realize the irony here. This is a 208-page book about how to say things simply. It doesn’t really seem like I took my own advice, now does it?
This whole thing started while I was trying to answer a basic question that I’ve been attempting to solve my entire career—something that clients would ask me while I was running a marketing agency or my college students ask when I’m teaching them the ropes.
“Why do some messages work when others don’t?”
The question is simple. And as it turns out, the answer is also, quite literally, simple. That first part isn’t particularly revelatory. If all you want to know is the top-line answer, that’s it: simple messages are more effective than complicated ones. If that’s enough for you, ...
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