David de Souza
Read Me: 80/20 Summary
Updated: Feb 10, 2022
Skill Category: Copywriting
Mental Models: Commitment & Consistency Bias, Cooperation, Ego, Emotions: Surprise, Language Instinct, Narrative Instinct
Mental Models from the book:
'Read Me' can be summarised into 6 mental models:
1. Commitment & Consistency Bias
Be a rebel with sufficient independence of mind to express your private opinion and not the party line.
Use language that encourages readers to join the tribe by aligning themselves.
The best headline would be one written about literally me! The more you can make the ad personally relevant the better.
4. Emotions: Surprise
Use surprise. One way to do this is to start a couple of sentences into your argument. This will create a jolt that will grab the reader's attention.
5. Language Instinct
Use Repetition, Alliteration, Rythme.
Use different tenses for different effects:
1st person (I/we/us/our) = warmth / subjective opinions
3rd person (s/he, it, they, its, their) = formal / objective points
3rd person creates distance from the writer and reader
6. Narrative Instinct
If you can't find a story turn a description into an intriguing tale.
'The essence of drama is conflict' - if a brand story contains tension it will be more readable and memorable.
Mental Model Mind Maps
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