Wizard Bite Size Tips - Fact-based or Value-based

Relentless repetition was once enough to drive your message home. But it isn’t quite that simple anymore. The impact of your message in this over-communicated hour depends largely on the structural basis of your statements.

A statement is either fact-based or values-based.

Increase the number of fact-based statements in your ads if you want to appeal to the largest number of people.

 

Increase the number of values-based statements if you want to appeal to a specific, narrow group.

 

Roy H. Williams