1. Simplicity: Find the core and turn it into a proverb.
2. Unexpectedness: Generate interest and curiosity by opening and filling knowledge gaps.
3. Concreteness: Eschew abstract language for concrete images
4. Credibility: Let people “try before they buy” to see if your ideas are true.
5. Emotions: Tap into the relevant emotions to get people to act.
6. Stories: We are naturally built to tell and enjoy stories which provide “a kind of mental flight simulator.” (p. 16-18)