When we think of stories, it is often easy to convince ourselves that they have to be complex and detailed to be interesting. The truth is however, that the simpler a story, the more likely it will stick. Using simple language as well as low complexity is the best way to activate the brain regions that make us truly relate to the happenings of a story. This is a similar reason why multitasking is so hard for us. Try for example to reduce the number of adjectives or complicated nouns in a presentation or article and exchange them with more simple, yet heartfelt language.
Not for headlines, but within copy, it is important for me to use the word LIKE somewhere in there for two reasons. The first is such usage almost always is in an analogy, and anologies work well in persuasive writing. Analogies are like pictures, they convey more than the words they are comprised of. The second is that within the analogy, I always try and put the word like in front of what I am persuading about. For example, if the new “what-a-car-mobile” is something I am trying to pursuade some to take interest in, I could say “Seeing a double rainbow is for visual pleasure much like the what-a-car-mobile is for driving pleasure. The embedded secondary statement that speaks to the subconscious is ‘like the what-a-car-mobile”.
The Report started life as an email gossip sheet, and then became a trashy webzine with negligible traffic. But thanks to the decision in 1998 to run a scurrilous rumour – untouched by mainstream media – about Bill Clinton and a White House intern named Monica Lewinsky, it became a national phenomenon. Recent scoops include Barack Obama dressed in tribal garb and the fact Prince Harry was serving in Afghanistan. Drudge is scorned by journalists and serious bloggers for his tabloid sensibilities, but his place in the media history books is guaranteed. And much though they hate him, the hacks all still check his front page – just in case he gets another president-nobbling scoop.