- They are Short. Brevity breeds clarity.
- They are Simple. Make it meaningfully clear and easy to understand, remember and pass along.
- They are Surprising. Generate interest, excitement and buzz.
- They are Strong. Make your message have teeth – something you can bite into and be solid.
- They are Sound. Is your claim credible, believable?
- They cause a Sensation. Does your message move people? Does it appeal to their emotions?
- They tell a Story. Can people quickly and effectively remember and ass along your unique story.
Does your idea or message have just a few or all seven?
If your message is holding all seven cards you've got a great hand!