The hardest part of storytelling is knowing where to begin.Most people start with way too much setup… or none at all.Use one simple formula to fix it:“So…” + Specific Time + Person + Action + Place + Goal/Tension...

SummaryOver the last 25 years, American politics has swung back and forth like a pendulum—every “permanent majority” has proven temporary. From Bush’s “thumpin’” in 2006 to Trump’s return in 2024, one truth stands out: no single win ...

Twenty days before the 1980 election, Reagan’s team debated one question: should he face Carter again?A memo warned his biggest hurdle was proving he was competent, compassionate, and not dangerous.In the final debate, Re...

Even the best speakers lose people after 90 seconds.To keep attention high, use attention spikes—moments that re-engage your audience.Think of attention like a power line: if you go too long between interesting mom...

In June 1984, Hal Riney sat at a bar and began to write. Over the course of a few hours, he drafted the scripts for what would become the most iconic ads of Ronald Reagan’s reelection campaign. One of them was Morning in America.<...

In this episode, we revisit the power of the one-pager as a persuasion tool. No matter how much things change, the person with a piece of paper usually wins.We walk through the core elements of an effective one-pager:Start wi...

The Mini Golf Story:Garnet Carter created first Tom Thumb Golf course as temporary solution for delayed full golf courseAdded obstacles: logs, rocks, things to shoot aroundMore popular than full-size course ...

The Rock City Story:1936: Garnet Carter needed to advertise his tourist attraction on Lookout MountainDuring the Depression, couldn't afford traditional advertisingHired painter Clark Byer to paint "See Rock...

"Being Popular Doesn't Balance the Budget":The Challenge:Governor Josh Shapiro positions himself as moderate but governs as liberalMost popular politician in PA due to political talent and millions spent on pu...

Historical Context:1965: Darrell Huff testified before U.S. Senate about misleading statisticsAuthor of "How to Lie with Statistics" - best-selling statistics book everSecret: Tobacco industry paid him to di...

The Scale of Growth:Pennsylvania's population: grown only 10% in 50 yearsState government budget: increased over 40% in just 5 yearsGovernor Shapiro's budget: crosses $50 billion mark for f...

9 Insights from the Latest PA Polling:Governor Shapiro's Standing:58% favorable, 24% unfavorable rating personallyBut voters don't like his budget9 Key Poll Insights:1. Cautious O...

Historical Context:1996: President Bill Clinton signed welfare reform despite internal oppositionSigned due to political reality that the public wanted reformCurrent Poll Results (Communication Concepts, May 31...

The Peter Marsh Story - British Rail (1977):Ad executive faced challenge of marketing failing British Rail systemTrains didn't run on time, ridership falling, public hated experienceMarsh staged a powerful demonstr...

The Power of the Second Story:Jimmy Breslin's famous 1963 article about Clifton Pollard, the man who dug President Kennedy's grave<...

School Choice Messaging: One Statistic, One Story, One SolutionTailoring School Choice Messages to Different Regions:Key Statistic:Pennsylvania spends nearly $22,000 per student (top 10 nationally)Despite high...

The Hand Framework for Persuasive Speeches:Thumb - The GoalWhat you want your audience to dd, and why they aren't doing it already?Shapes every part of your talkIndex Finger - The HookStar...

Applying "One Statistic, One Story, One Solution" to Education Reform:One Strong Statistic:$22,000 in funding per student in PennsylvaniaSupporting number: Nearly $7 billion in school district reservesOn...

The 10 Call Rule: How 1 Hour a Week Transforms FundraisingZig Ziglar's principle: "You don't have to be great to start, but you have to start to be great"Persistence matters more than perfection in fundraising

The Noun Exercise - Finding the Right Story:Challenge: Identifying compelling stories that illustrate policy impactsSolution: Use the "Noun Exercise" from Kindra Hall's book "Stories That S...

Regional Approach - Tailoring the Message:Consider regional perspectives (Bucks County vs. Westmoreland County)Simplify complex issues like RGGI (Regional Greenhouse Gas Initiative)One Strong Statistic: "Pennsy...

One Strong Statistic:State spending has grown 40% in five years to $50 billionCreate contrast: Government grew 40% while average paychecks barely changedFocus on memorability over precisionOne Relatabl...

Florence Nightingale's persuasive approach to reforming military hospitals:One StatisticNeed clear, memorable numberHelp people realize seriousness of problemExample: 2,800 preventable deaths in one month

Franklin's "Join, or Die" snake cartoon became America's first political cartoonSimple image of snake cut into parts representing coloniesBecame 18th-century version of viral memeFranklin's visual persua...

The Scrooge Story StrategyDickens' insight: People are moved by stories, not statisticsA Christmas Carol changed public opinion and led to real policy changesThe Scrooge Story Strategy - Three-Part Framework: