Chapter 4. CRAFTING COMPELLING MESSAGES
"Say all you have to say in the fewest possible words, or your reader will be sure to skip them; and in the plainest possible words, or he will certainly misunderstand them."
A fascinating study published in the Journal of Personality and Social Psychology found that repeated exposure to one person's perspective and viewpoint has almost as much influence as exposure to shared opinions from many people. The lead author of the study, Kimberlee Weaver of Virginia Polytechnic Institute and State University, discovered that "feelings of familiarity increase with the number of exposures, independent of their source." What's more, the study states that the "repetition of ...
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