All posts for “howto”

What Pitchman Ron Popeil Can Teach Us About Explanation

Posted by: leelefever on March 2, 2010- 4:00pm

Categories: Explanation, howto, marketing, ourwork

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If you've been reading for a while, you've seen us write that a secret to a strong explanation is putting the subject in the context of someone's life.  Don't just talk about what it does, talk about how it fits into their world - how it takes away pain or makes something easier, faster, better. Recently I've been reading the Malcolm Gladwell book What the Dog Saw and Other Adventures, which is a collection of his past articles from the New Yorker. One of the articles is called The Pitchman and... Continue Reading