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Creativityhasthe powertochange humanbehavior @LeoBurnett @KevLilly @HowardL
1234567+ 910 Practice
Ideas
Words
Pictures
Wordsmatter.
ineversaidyouwereugly.
ineversaidyouwereugly.
ineversaidyouwereugly.
ineversaidyouwereugly.
ineversaidyouwereugly.
ineversaidyouwereugly.
ineversaidyouwereugly.
Wordsmatter. Choosethemwisely.
you’reugly.
Whatarethewordsandideas thatleadtoaction?
SIMPLICITY TENSION AROUSAL ACTION
SIMPLICITY TENSION AROUSAL ACTION SIMPLICITY
Q:
 Howmanybrand messagesare peopleexposedto everyday? A:
 Whocares?
We have fractions 
 of a second to get 
 the thumb to stop
While patience is a virtue, 
 it’s no longer a reality

Themostannoying thingaboutbrands onsocialmedia 33%Writesloppily
Leo Burnett Worldwide // September 2014 // Get to the f*cking point
Leo Burnett Worldwide // September 2014 // ...simplify, simplify. - Henry David Thoreau
Leo Burnett Worldwide // September 2014 // ...simplify, simplify. - Henry David Thoreau
Wrong Words vs. Right Words
Reduction vs. Simplicity
Leo Burnett Worldwide // September 2014 // “Ihaveonlymadethisletter longerbecauseIhavenot
 hadthetimetomakeitshorter” - Bl...
Briefbut
 meaningless
SIMPLICITY TENSION AROUSAL ACTION TENSION
Everything
 goodhasit.
Good tension kills indifference
Team A Team B 1 2 3 4 5 6 7
1 2 3 4 5 6 7 Team A Team B
1 2 3 4 5 6 7 Team A Team B
Startwithassumptions Findcontradictions Leftwithunresolvedtension
Areyouin
 goodhands?
#LikeAGirl
SIMPLICITY TENSION AROUSAL ACTION AROUSAL
“Jaw dropping, good, sexy food”
“Everytime I need a fix...”
$$$$-Sex $-Drugs
Ecological disaster Corporate neglect Surge for stability More unwanted war War against marriage Gay rights Migrant work...
EstateTax DeathTax
Arousal takes us from sharing to caring
High Arousal Low Arousal Positive Awe Excitement Amusement Contentment Negative Anger Anxiety Sadness
SIMPLICITY TENSION AROUSAL ACTIONACTION
Leo Burnett Worldwide // September 2014 // Someideasinspireaction, mostdon’tallowforit
Makeitclearwhat
 youwantpeopletodo
Leo Burnett Worldwide // September 2014 // Sharingisnotnecessarily changingbehavior
#IWillIfYouWill
#GangUpForGood
SIMPLICITY TENSION AROUSAL ACTION
problem 
 what’s the problem the brand is trying to solve? purpose 
 what does this brand believe? why does it exist? ...
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
Words Matter: The Art of Getting People to Do What You Want
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Words Matter: The Art of Getting People to Do What You Want

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Many ideas inspire action, but few allow for it. This talk will look at the world’s most inspiring & effective creative ideas to reveal the proven formula that gets people to act on your behalf.

Published in: Social Media, Marketing
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Words Matter: The Art of Getting People to Do What You Want

  1. Creativityhasthe powertochange humanbehavior @LeoBurnett @KevLilly @HowardL
  2. 1234567+ 910 Practice
  3. Ideas
  4. Words
  5. Pictures
  6. Wordsmatter.
  7. ineversaidyouwereugly.
  8. ineversaidyouwereugly.
  9. ineversaidyouwereugly.
  10. ineversaidyouwereugly.
  11. ineversaidyouwereugly.
  12. ineversaidyouwereugly.
  13. ineversaidyouwereugly.
  14. Wordsmatter. Choosethemwisely.
  15. you’reugly.
  16. Whatarethewordsandideas thatleadtoaction?
  17. SIMPLICITY TENSION AROUSAL ACTION
  18. SIMPLICITY TENSION AROUSAL ACTION SIMPLICITY
  19. Q:
 Howmanybrand messagesare peopleexposedto everyday? A:
 Whocares?
  20. We have fractions 
 of a second to get 
 the thumb to stop
  21. While patience is a virtue, 
 it’s no longer a reality

  22. Themostannoying thingaboutbrands onsocialmedia 33%Writesloppily
  23. Leo Burnett Worldwide // September 2014 // Get to the f*cking point
  24. Leo Burnett Worldwide // September 2014 // ...simplify, simplify. - Henry David Thoreau
  25. Leo Burnett Worldwide // September 2014 // ...simplify, simplify. - Henry David Thoreau
  26. Wrong Words vs. Right Words
  27. Reduction vs. Simplicity
  28. Leo Burnett Worldwide // September 2014 // “Ihaveonlymadethisletter longerbecauseIhavenot
 hadthetimetomakeitshorter” - Blaise Pascal
  29. Briefbut
 meaningless
  30. SIMPLICITY TENSION AROUSAL ACTION TENSION
  31. Everything
 goodhasit.
  32. Good tension kills indifference
  33. Team A Team B 1 2 3 4 5 6 7
  34. 1 2 3 4 5 6 7 Team A Team B
  35. 1 2 3 4 5 6 7 Team A Team B
  36. Startwithassumptions Findcontradictions Leftwithunresolvedtension
  37. Areyouin
 goodhands?
  38. #LikeAGirl
  39. SIMPLICITY TENSION AROUSAL ACTION AROUSAL
  40. “Jaw dropping, good, sexy food”
  41. “Everytime I need a fix...”
  42. $$$$-Sex $-Drugs
  43. Ecological disaster Corporate neglect Surge for stability More unwanted war War against marriage Gay rights Migrant workers rights Illegal immigration v. v. v. v.
  44. EstateTax DeathTax
  45. Arousal takes us from sharing to caring
  46. High Arousal Low Arousal Positive Awe Excitement Amusement Contentment Negative Anger Anxiety Sadness
  47. SIMPLICITY TENSION AROUSAL ACTIONACTION
  48. Leo Burnett Worldwide // September 2014 // Someideasinspireaction, mostdon’tallowforit
  49. Makeitclearwhat
 youwantpeopletodo
  50. Leo Burnett Worldwide // September 2014 // Sharingisnotnecessarily changingbehavior
  51. #IWillIfYouWill
  52. #GangUpForGood
  53. SIMPLICITY TENSION AROUSAL ACTION
  54. 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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