COMPLETELY REVISED AND UPDATED EDITION! By New York Times Best-Selling Author, Bill Schley
Today's #1 communication's secret is: It’s not what people hear. It’s what they repeat. That's why "the right six words will always beat 6,000" when you know which to pick! And it's all here in The Micro-Script Rules: How to tell your story (and differentiate your brand) in a sentence…or less.
Call it survival of the simplest--that's the bottom line for branders, political candidates, teachers, advertisers—anyone who must communicate today. Because with 500 billion messages going by per second, we can’t win by delivering more data. Our brains crave less. They want help to make snap judgments on the least bit of info. They want us to package it for them—in very special, short sets of words called Micro-Scripts. That’s why:
• A new product seizes 50% of the market in 2 years using 7 perfect words.
• A lawyer won the murder trial of the century with 8 simple words.
• Ernest Hemingway thought his greatest story ever was 6 words long.
• A presidential election turned on a 4 word phrase.
Imagine what magic words like these can do for your brand, your career, your website or your business plan. They’ve been used by great communicators for 1,000 years. Now they’re yours in this smart and entertaining book by best-selling author Bill Schley.
“This should be required reading for every candidate and campaign consultant.”
--JIM KITCHENS, Ph. D., President of The Kitchens Group
“WOW, one of the most important books you will read in your lifetime!”
--JASON JENNINGS, bestselling author, Less is More, Think BIG-Act Small
“The Micro-Script Rules is dead on—it’s how to verbalize your difference.”
--JACK TROUT, co-author of the legendary Positioning: The Battle for Your Mind
"Too many CEOs forget it's their responsibility to differentiate the company. This smart little book shows you how" --GRAHAM WESTON, Former Chairman of Rackspace NYSE:RAX
|Publisher:||N.W. Widener, Inc.|
|Product dimensions:||5.50(w) x 8.50(h) x 0.47(d)|
About the Author
Visit his site at www.brandteamsix.com
Listen to: The Brand Brothers-his Nobel Prize-winning podcast with Lorenzo Gomez www.brandbrothersshow.com
Table of Contents
Part I. The Story, The Rules . . . 1
Introduction. “Six Words Are What Change the World.” . . . 3
Chapter 1. Of Your Brain, by Your Brain, for Your Brain . . . 9
Chapter 2. The 4 1/2 Big Rules . . . 15
Chapter 3. Now Wait One Darn Minute! . . . 29
Chapter 4. Branding: Why Micro-Scripts Are Your Ultimate Branding Machine . . . 37
Chapter 5. Politics: Use Micro-Scripts or Die . . . 57
Chapter 6. Naming: How to Make Names That Have Superpowers . . . 75
Part II. How to Make Your Own Micro-Scripts . . . 85
Chapter 7. Basic Anatomy: How They’re Put Together, So You Can Be a Micro-Script Expert . . . 87
Chapter 8. Your Dominant Selling Idea . . . 107
Chapter 9. More Practical Tips for Making Your Own Micro-Scripts . . . 131
Chapter 10. Micro-Messaging . . . 157
Chapter 11. Survival of the Simplest . . . 169
About the Author . . . 175
Acknowledgments . . . 177
Endnotes . . . 179
Index . . . 181
Preface from the First Edition: The Secret Email . . . 187