Rules of Impact

• Five senses, five different routes to the brain

  • Use them to effect

• First and last statements are remembered

  • Make them both worth while

• Negative statements get in the way

  • Turn all negatives into positives

• Over-familiarity weakens the message

  • Make the message formal

• Sustained impact

  • Depends on transfer to long term memory

    • Repeat the message at intervals

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