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8. Using Practical Examples

8. Using Practical Examples

In the last segment I told you about kinetic typography, and I even showed you a few examples of it. I showed this technique to illustrate one of the ways that you can use words to paint pictures in the minds of your audience. That leads me to my next point, which is, as you might have guessed from the title, the importance of using practical examples. Which is to say that you should tell your stories for the people who are going to hear it. You should speak their language, and use images that they can relate to.

If you are are speaking to a group of French businessmen, you probably shouldn’t wrap your story in metaphors from the American Southwest.

David Ogilvy, known as the “Father of Advertising,” put it more poetically,

“I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”

Take a look at one of Mr. Ogilvy’s ads above.

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