Issue 75 - 02 | Survival of the Simplest: The Micro-Script Rules

By Bill Schley
Published Oct. 6, 2010 12:00 a.m.
"I have found out how to simplify the confused and mucked-up world of communications so that your message can penetrate the maelstrom of modern media, whether you are a global corporation, a local politician, a college lecturer, a sales rep or a start-up. I have a magic bullet that will sharpen whatever story you have to tell so that it gets to the heart of the matter, cuts through mental barriers and lodges easily in the mind. As an advisor to companies, politicians and institutions of higher learning, I’ve been thinking about this problem for about twenty years, and have been figuring out the solution for the last two. I don’t know how to de-complicate my cable bill, or untangle the knots in the U.S. Congress, but I do know about this. This is my small part to play in the crusade.

So here’s your answer."

About Bill Schley | Bill Schley is the author of the new book The Micro-Script Rules: It’s Not What People Hear. It’s What They Repeat…, where you will find a comprehensive list of practical rules for creating your own Micro-Scripts. Bill is an award-winning marketer, author and international speaker on communications. He is President of David ID, the branding firm known for creating the Dominant Selling Idea at some of the world’s largest companies. His book Why Johnny Can’t Brand: Rediscovering the lost art of the Big Idea. was honored as a “Top 5 Marketing Book of the Year” by strategy+business Magazine. He is an Alumnus of the legendary Ted Bates advertising agency, Harvard University, a trans-Atlantic sailor and avid skydiver.

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