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Words that Work. How to Craft Messages that Deliver Capital, Earn Headlines and Build Buzz - Jon Yarian

Words that Work. How to Craft Messages that Deliver Capital, Earn Headlines and Build Buzz - Jon Yarian

A presentation by Jon Yarian at Revolve Conference on October 29, 2015 at Wild Dunes Resort, Isle of Palms, SC

Revolve Conference

October 29, 2015

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  2. Trusted by millions, Basecamp is the leading web- based project

    collaboration tool. Share files, meet deadlines, assign tasks, centralize feedback and make clients smile.
  3. Rule #1 Takeaways • We use products and services as

    a means to connect, collaborate and share experiences with others • With that in mind, focus on the interaction first, then (and only then) the application • If the interaction makes sense, the product or service will too
  4. Rule #2 Takeaways • Audiences respond to passion, not availability

    • Beliefs can be communicated in exciting, human- friendly language • If you don’t believe in what you’re doing, stop doing it
  5. “For a very long period of time, we needed to

    remember information like where the well is, or what foods are poisonous and which aren't, and how to care for wounds so they won't become infected.” - Dr. Daniel Levitin, McGill University
  6. One busy afternoon in 2003, Mike accidentally saved over an

    invoice and lost his work. Then and there the inspiration for FreshBooks was born; there had to be a better way to bill clients. Eight years later and over five million users strong, FreshBooks has grown to be the leader in cloud accounting for small businesses around the world.
  7. Rule #3 Takeaways • Humans retain and relate to narrative

    stories • Stories emphasize what we share instead of what we have to offer • Your own story is your most powerful tool
  8. Rule #4 Takeaways • Protect time to read and learn

    • Find and follow independent voices - Avoid obsessing over competitors
  9. Rule #5 Takeaways • Lay the foundation • Say what

    you mean and nothing more • Repeat yourself. Plagiarize yourself. Say it over and over and over again.