Read Me: 80/20 Summary
- Amazon: Link
- Score: 7/10
- Skill Category: Copywriting
- Mental Models: Commitment & Consistency Bias, Cooperation, Ego, Emotions: Surprise, Language Instinct, Narrative Instinct
Mental Models from the book:
'Read Me' can be summarised into 6 mental models:
1. Commitment & Consistency Bias
- Be a rebel with sufficient independence of mind to express your private opinion and not the party line.
2. Cooperation
- Use language that encourages readers to join the tribe by aligning themselves.
3. Ego
- The best headline would be one written about literally me! The more you can make the ad personally relevant the better.
4. Emotions: Surprise
- Use surprise. One way to do this is to start a couple of sentences into your argument. This will create a jolt that will grab the reader's attention.
5. Language Instinct
- Use Repetition, Alliteration, Rythme.
- Use different tenses for different effects:
- 1st person (I/we/us/our) = warmth / subjective opinions
- 3rd person (s/he, it, they, its, their) = formal / objective points
- 3rd person creates distance from the writer and reader
6. Narrative Instinct
- If you can't find a story turn a description into an intriguing tale.
- 'The essence of drama is conflict' - if a brand story contains tension it will be more readable and memorable.
Mental Model Mind Maps
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