To combat the high drop-off rate of potential bone marrow donors, a simple video message from the patient awaiting the transplant could be transformative. This humanizes the abstract request, turning a stranger into a real person—a mother, child, or sibling—making the decision far more compelling than an anonymous call.

Don't just broadcast what you care about. Effective communication begins by identifying the intersection between your core message and your audience's existing concerns. This shared ground acts as a 'gateway drug,' hooking the audience before you guide them to your full message.

"Expertitis" is a form of the curse of knowledge where one knows too much about a subject to explain it simply to a newcomer. The cure is communication empathy: deliberately stepping out of your own expertise to see and frame the message from the fresh, uninitiated perspective of the audience.

Simply promising a desired outcome feels like a generic 'win the lottery' pitch. By first articulating the audience's specific pain points in detail, you demonstrate deep understanding. This makes them feel seen and validates you as a credible expert who can actually deliver the solution.

Instead of claiming to save "billions of hours," financial software company Ramp illustrates its value by showing how a single $5 cup of coffee actually costs 13 minutes in administrative waste. Starting with a small, relatable scenario makes a large, abstract benefit feel concrete and significant, as it's easier to make something small feel big than the other way around.

Stating data like '30 grams of saturated fat' is ineffective because it lacks context. To create impact, translate abstract numbers into concrete, relatable comparisons. The message became powerful when reframed as 'more fat than a breakfast, lunch, and dinner of greasy foods combined,' which prompted public outrage and industry change.

To make complex topics like cancer research understandable and compelling, translate abstract data into personal narratives. A patient's story of remission connects with an audience's emotions and drives home the impact of scientific advances far more effectively than technical jargon.

Preventing a problem, like malaria, is often more effective than curing it, but it creates a marketing challenge. It's difficult to tell a compelling story about a child who *didn't* get sick. This "identifiable victim" bias means funds often flow to less effective but more narratively satisfying interventions.

To create relatable content, avoid watering down experiences to appeal to everyone. Instead, use specific details and nuances (e.g., '3 hours editing for 7 likes'). This specificity creates a stronger emotional connection and is more likely to be shared.