Words that Work How to Craft Messages that Deliver Capital, Earn Headlines and Build Buzz

Microsoft Office SharePoint Server 2007 is an integrated suite of server capabilities that can help improve organizational effectiveness by providing comprehensive content management and enterprise search, accelerating shared business processes, and facilitating information- sharing across boundaries for better business insight. Additionally, this collaboration and content management server provides IT professionals and developers with the platform and tools they need for server administration, application extensibility, and interoperability.

Trusted by millions, Basecamp is the leading web- based project collaboration tool. Share files, meet deadlines, assign tasks, centralize feedback and make clients smile.

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Rule #1: People are Interesting and Everything Else is Not.

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Rule #1 Takeaways • We use products and services as a means to connect, collaborate and share experiences with others • With that in mind, focus on the interaction first, then (and only then) the application • If the interaction makes sense, the product or service will too

Rule #2: Start with Purpose

Rule #2 Takeaways • Audiences respond to passion, not availability • Beliefs can be communicated in exciting, human- friendly language • If you don’t believe in what you’re doing, stop doing it

Rule #3: Tell a Story

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“For a very long period of time, we needed to remember information like where the well is, or what foods are poisonous and which aren't, and how to care for wounds so they won't become infected.” - Dr. Daniel Levitin, McGill University

One busy afternoon in 2003, Mike accidentally saved over an invoice and lost his work. Then and there the inspiration for FreshBooks was born; there had to be a better way to bill clients. Eight years later and over five million users strong, FreshBooks has grown to be the leader in cloud accounting for small businesses around the world.

Rule #3 Takeaways • Humans retain and relate to narrative stories • Stories emphasize what we share instead of what we have to offer • Your own story is your most powerful tool

Rule #4: Read!

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Rule #4 Takeaways • Protect time to read and learn • Find and follow independent voices - Avoid obsessing over competitors

Rule #5: Reduce, Re-use Recycle

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Rule #5 Takeaways • Lay the foundation • Say what you mean and nothing more • Repeat yourself. Plagiarize yourself. Say it over and over and over again.

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