The Micro-Script Rules: It's Not What People Hear. It's What They Repeat... Paperback - 2010

Call it survival of the simplest: That 's the bottom line if you re in branding, politics, teaching, a business owner or advertiser anyone who communicates in this hyper-connected world. Because with 300 billion messages going by each second, we can t break through by delivering more data. Human brains want less. They want to make snap judgments on the least bit of info. They want us to package it for them--in Micro-Scripts. That 's why:

A new product seizes 50% of the market in two years using 7 perfect words.
A lawyer won the murder trial of the century with 8 simple words.
Ernest Hemingway thought his greatest story ever was 6 words long.
The fate of millions was changed by a war, based on a 2 word policy.
A presidential election turned on a 4 word phrase.

Imagine the power of magic words like these on your brand, your website, your business plan, your career. They re not just sound bites. They re story bites. Written the way we love to remember and repeat. Used by great communicators for 1,000 years. Now they re yours in a smart and entertaining book: The Micro-Script Rules.

The Micro-Script Rules is dead on it 's how to verbalize a point of difference.
--JACK TROUT, co-author of the legendary Positioning: The Battle for Your Mind

The missing ingredient in most marketing is memorability Micro-Scripts solve that problem.
-- AL RIES, co-author of the legendary Positioning: The Battle for Your Mind

As Bill Schley shows, Micro-Scripts are big marketing. Now, anyone can dominate a market with a few well-placed words. Especially you. So what are you waiting for
-- DAVID MEERMAN SCOTT, bestselling author, The New Rules of Marketing & PR

This should be required reading for every candidate and campaign consultant.
--JIM KITCHENS, Ph. D., President of The Kitchens Group

WOW, one of the most important books you will read in your lifetime!
--JASON JENNINGS, bestselling author, Less is More, Think BIG-Act Small