• David de Souza

Read Me: 80/20 Summary

Updated: Feb 10


 

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.

2. Cooperation

  • Use language that encourages readers to join the tribe by aligning themselves.


3. Ego

  • 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:

  1. 1st person (I/we/us/our) = warmth / subjective opinions

  2. 3rd person (s/he, it, they, its, their) = formal / objective points

  3. 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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