One cool tactic to get people to read your tactic: name as many names as possible. I learned this from Made to Stick. Here's a cool example: The Daily Record in Dunn, North Carolina has the highest “rate of penetration” of any local newspaper in the United States.
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It’s actually at 112%, which means that some households get more than one paper! The secret to the Daily Record’s success is the publisher’s unceasing mantra- “Names, names, names.”
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While also being an outstanding example of a simple message, the publisher, Hoover Adams, also employs the “push to uncommon sense” tactic with this core message.
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Many people understand “names, names, names” to mean that the newspaper’s primary focus should be on local news and local people, a mission not unheard of for a local publication. What is unexpected about Adams’ message, however, is that he means much more than that.
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He truly means that the paper should publish as many names of individual people as possible. “Names, names, names” isn’t just a memorable way of saying “focus on local news.”
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It literally means what it says. Hoover explains, “If I could, I’d publish pages from the phone book to get names. In fact, if I could gather up enough names I’d hire more typesetters to lay out more pages so they’d fit.”
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It is when Adams took the message down an unexpected path of implications that his message was truly surprising. You can find this idea in Made to Stick. I copy/pasted the above text from this post:https://youexec.com/book-summaries/made-to-stick-why-some-ideas-survive-and-others-die-djwhukj …
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Replying to @theSamParr
Great book. Had to read that in College for Comms class. Worth cracking back open
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