Getting people to pay attention to your message and to stay with your message is a combination of a gazillion or so factors, including headline (or subject line in an email), concept, tone, emotion, intrigue, the offer and, of course, the visual(s) you use, if you use them. Personally, I am a big fan of “theater of the mind,” where the words and the story or message are so carefully selected and strung together that they create their own visuals in the mind. (Perhaps the reason many of us complain that the movie “wasn’t as good as the book”?) When....
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