Emotional brain first - resonate

Rational brain to make sense of it - persuade

Persausive Narative:

• starts with problem (individual)

• ends w/ solution ( can be hypothetical...imagine if....)

• Create envelope that makes them want to open

  • picture (name/role), problem narrative, data, how organization helps solve it

1. Identify specific audience

2. What do you want them to do

3. Consider what are the benefits for them to do it

4. Consider what may be the downside for them to do it

5. Start writing

6. Change from "portrait lens (individual) to landscape lens (data)

7. Are there additional elements to add (quotes, photos, graphs, maps, etc.)