6. BUILD
EMOTIONAL
THEMES
Be Sure That
The Points You
Include, Carry
Emotional
Power
Ex. “Conquer your
public speaking fear”
probably evokes
stronger emotions than
“Learn to speak with
more precision.”
10. STORIES
TELL
We All Remember
Aesop’s Fables
About The Tortoise
And The Hair And
The Fox And The
Grapes, But Most Of
Us Can’t Recite A
Line From Our Grade
12 World History
Text
11. That’s Because We Remember
Things When We Can Connect To
Them EMOTIONALLY,
15. FIGURES
USE
OF SPEECH
THEY WILL TALK
THE SIZE OF 10
IT AS BEING
FOOTBALL FIELDS
When A Politician Is
Describing A New
Development, They Want
People to Be Excited About
it. Instead of Describing it in
Acres or Hectares
16. They Know People
Can Then Form A
MENTAL PICTURE
& Be Surprised By
Vastness Of TheThe
PROJECT
17. SURPRISE IS A GREAT
EMOTION TO STIR
IT KEEPS PEOPLE INTERESTED