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Element 42. Punchy, Compelling Story > Score Elevation Tactics

Score Elevation Tactics

Improving the score means editing the story over and over again. Keep at it and remember that the shorter, punchier, and more compelling, the better. “I have here the cure for cancer in humans.” That is a punchy, compelling story. Try to make the story so memorable that people will feel compelled or inspired to pass it along. The advertising industry—particularly outdoor advertising with its emphasis upon five words or less—is quite gifted at this game.


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