Core principles of Content that all scripts must adhere to

[ ] Fill a need: Should answer an unmet need of the reader
[ ] Be consistent: Always on time, as expected. You can’t expect people to return if they don’t know when they’re getting it or what they’re getting.
[ ] Be human: Find what your voice is and share it. Humour is great. Sarcasm too.
[ ] Have a point of view: This is not a history report. To cut through noise you must be bold and sharp. Take sides on matters that can position you and your company as an expert.
[ ] Avoid sales speak: Content about us rather than educational content garners only 25% of views. The more you talk about yourself, the less people value your content.
[ ] Be the best of your breed: The ultimate goal (whilst you may not achieve it at first) is to produce the best ADHD productivity content available. If you expect readers to spend time with your content, you must deliver them amazing value.
[ ] Simplicity - boil it all down to the core message you want people to walk away with….the one thing they should know/do…the key takeaway….the essence of your point…the singular.
[ ] Unexpectedness - generate interest and curiosity by being counter-intuitive or using surprise/some other technique. e.g. “Oh, and you should send me money”
[ ] Concreteness - explain ideas “in terms of human actions, in terms of sensory information”; people think in pictures, so paint a picture.
[ ] Credibility - it’s only what is said because of who says it. If you can’t get a spokesperson (Oprah), be vividly detailed; “sticky ideas have to carry their own credentials”.
[ ] Emotions - get people to care about your idea by evoking a feeling around your idea, and keep in mind that “we are wired to feel things for people, not for abstraction.” You make me happy by reading this blog post. (Don’t you feel happier knowing that, mom?)
[ ] Stories - wrap the idea with context and it’ll be remembered as associated with that context; sometimes, analogies work great here as they ground the idea in a story or context folks are familiar with (analogies also allow you to check off “simple” and “concrete”;