The book title "Make Brilliant Work" is forgettable, while "Steal Like an Artist" is compelling because it contains a conflict—artists are supposed to be original, not thieves. This principle of juxtaposition can be applied to any writing by introducing opposing ideas to create immediate tension and capture attention.
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To convey necessary but dull information, use a storytelling technique where a captivating but unrelated action occurs in the background. The viewer's attention is held by the background activity, making them passively absorb the primary, more "boring" message in the foreground.
In writing 'The 99% Invisible City,' one author focused on including the best possible individual stories, while the co-author prioritized ensuring they fit into a cohesive book structure. This creative tension forced them to justify each inclusion and resulted in a stronger, more balanced final product.
South Park's creators use a simple rule: if you can connect your story beats with "and then," you have a boring list of events. If you must use "but" or "so," you have a compelling narrative of cause and effect. This creates unresolved tension and keeps the audience engaged.
The title makes a broad promise (e.g., 'How I motivate myself'). The thumbnail should add intrigue by hinting at the *how* with a named process (e.g., 'The CCC Method'). This makes viewers curious about the proprietary system they'll learn, compelling them to click to uncover the secret.
Instead of inventing ideas, 'snatch' them from real-life observations. The power lies in using concrete, specific details from these moments—like an overheard conversation. This makes content more original, relatable, and emotionally compelling than generic advice, fostering a deeper audience connection.
A coherent picture of a person is built from heterogeneous, often contradictory, elements. Readers find this more convincing because it mirrors real life; everyone we know is contradictory. Instead of forcing a simple narrative, revealing inconsistencies makes a character feel more authentic and human.
A carousel's first slide needs more than a headline. Add a 'bonus hook' or subtitle that answers the audience's 'Why should I care?' question. This second hook should create high stakes and tap into an emotional outcome, compelling users to swipe through the entire post.
Marketing guru David Aaker argues that for a brand to stand out, being different isn't enough. The point of differentiation must be actively "intriguing" to capture attention and resonate with audiences. He cites the Haas Business School's "confidence without attitude" as an example of an intriguing brand pillar.
A story's core mechanic for engagement is not just emotion, but the constant betrayal of the audience's expectations. People are drawn to narratives, jokes, and songs precisely because they want their predictions about what happens next to be wrong. This element of surprise is what makes a story satisfying and compels an audience to continue.
Every compelling story needs conflict, which requires an enemy. Companies can define their enemy in one of three ways: direct competitors (e.g., other vodkas), competing approaches (e.g., cycling vs. the tube), or beliefs you stand against (e.g., humans are terrible drivers). This ABC framework (Approaches, Beliefs, Competitors) simplifies narrative creation.