Verbalisation and Transmission

Verbalisation Is the Work of Restating a Distinction Inside You in a Form the Other Party Can Use

When You Do Not Know What to Write, Tracing the Reasons Brings an Outline Out

In a Customer Interview What You Ask About Is Not a Judgement but the Observation of a Single Instance

How to Write Headings Starts From the Question Form Settling the Range of the Answer

Overcoming Sales Objections Begins Before the Three NOTs, at a Single Adjudication

Psychological Triggers Are Not a List: Sort Them by the Boundary Between Mechanism and Prescription

Social Proof Works Under Two Conditions — Uncertainty, and Similarity to the Reader

The Order in Which Explanation Improves Turns on Defining Before Using

Customer Testimonials Hold More Judgement in the Cutting Than in the Collecting

Writing From Personal Experience Begins by Returning to Your Position Before the Conclusion Was Known

Article Structure Denotes the Order of an Argument, Not an Arrangement of Items

The Principles of Sales Copy — Handing Over a Reason to Move While Leaving Room to Judge

In Building a Persona the Audience Is Not an Input but an Output of Settling the Criterion of Value

Knowledge of Loss Aversion Divides by Which Direction It Is Used In: Making Visible, or Manufacturing

How to Write a Lead Paragraph Is Settled by Pointing At a Discrepancy, Not by Sympathy