Reminds me of the examples under SUCCEs in Jonah Berger's Contagious: Why Things Catch On.
BTW, SUCCEs is Simple, Unpredictable, Concrete, Credible, Emotional Stories.
Examples that compare entities with what people already know or can visualize:
1) "Online Yearbook" was among the earliest descriptions of Facebook.
2) Medium-size butter popcorn at a typical neighborhood movie theater contains more fat than a bacon-and-egg breakfast, a Big Mac and fries for lunch, and a steak dinner with all the trimmings . . . . . COMBINED?
Instead of saying it has 37 grams of fat.
3) The IRS collects money to build roads, preserve National Parks, feed the poor, and defend our nation.
Instead of: The IRS collects money to help our nation accomplish the things it wants to accomplish.
Reminds me of the examples under SUCCEs in Jonah Berger's Contagious: Why Things Catch On.
BTW, SUCCEs is Simple, Unpredictable, Concrete, Credible, Emotional Stories.
Examples that compare entities with what people already know or can visualize:
1) "Online Yearbook" was among the earliest descriptions of Facebook.
2) Medium-size butter popcorn at a typical neighborhood movie theater contains more fat than a bacon-and-egg breakfast, a Big Mac and fries for lunch, and a steak dinner with all the trimmings . . . . . COMBINED?
Instead of saying it has 37 grams of fat.
3) The IRS collects money to build roads, preserve National Parks, feed the poor, and defend our nation.
Instead of: The IRS collects money to help our nation accomplish the things it wants to accomplish.