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Words Matter: The Art of Getting People to Do What You Want

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Creativity has the power to change human behavior @LeoBurnett @KevLilly @HowardL


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Practice 1234567 91 + 0


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Ideas


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Words


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Pictures


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Words matter.


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i never said you were ugly.


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i never said you were ugly.


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i never said you were ugly.


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i never said you were ugly.


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i never said you were ugly.


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i never said you were ugly.


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i never said you were ugly.


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Words matter. Choose them wisely.


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you’re ugly.


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What are the words and ideas that lead to action?


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SIMPLICITY TENSION AROUSAL ACTION


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SIMPLICITY TENSION AROUSAL ACTION


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Q: 
 How many brand messages are people exposed to every day? A: 
 Who cares?


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We have fractions 
 of a second to get 
 the thumb to stop


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While patience is a virtue, 
 it’s no longer a reality



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The most annoying thing about brands on social media 33% Write sloppily


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Get to the f*cking point Leo Burnett Worldwide // September 2014 //


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...simplify, simplify. - Henry David Thoreau Leo Burnett Worldwide // September 2014 //


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...simplify, simplify. - Henry David Thoreau Leo Burnett Worldwide // September 2014 //


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Wrong Words vs. Right Words


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Reduction vs. Simplicity


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“I have only made this letter longer because I have not 
 had the time to make it shorter” - Blaise Pascal Leo Burnett Worldwide // September 2014 //


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Brief but 
 meaningless


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SIMPLICITY TENSION AROUSAL ACTION


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Everything 
 good has it.


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Good tension kills indifference


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1 2 3 Team A 4 5 6 7 Team B


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1 2 3 Team A 4 5 6 7 Team B


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1 2 3 Team A 4 5 6 7 Team B


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Start with assumptions Find contradictions Left with unresolved tension


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Are you in 
 good hands?


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#LikeAGirl


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SIMPLICITY TENSION AROUSAL ACTION


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“Jaw dropping, good, sexy food”


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“Everytime I need a fix...”


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$$$$ - Sex $ - Drugs


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Ecological disaster Surge for stability v. v. Corporate neglect More unwanted war Gay rights v. War against marriage Illegal immigration v. Migrant workers rights


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Estate Tax Death Tax


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Arousal takes us from sharing to caring


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High Arousal Low Arousal Positive Awe Excitement Amusement Contentment Negative Anger Anxiety Sadness


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SIMPLICITY TENSION AROUSAL ACTION


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Some ideas inspire action, most don’t allow for it Leo Burnett Worldwide // September 2014 //


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Make it clear what 
 you want people to do


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Sharing is not necessarily changing behavior Leo Burnett Worldwide // September 2014 //


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#IWillIfYouWill


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#GangUpForGood


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SIMPLICITY TENSION AROUSAL ACTION


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problem what’s the problem the brand is trying to solve? 
 purpose what does this brand believe? why does it exist? 
 people who are we talking to? what are relevant attitudes, beliefs, and feelings? 
 behavioral tension what are they doing now? what is the behavioral tension? 
 change challenge what is the specific change we must create? 
 cultural fuel what else is happening in culture that could accelerate this change? 
 proof how do we know it’s impacting the business? 



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