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The more things you ask people to focus on, the fewer they’ll remember

The more things you ask people to focus on, the fewer they’ll remember The more things you ask people to focus on, the fewer they’ll remember
Source: Lynn Skordal
Insanely Simple
From a book
Insanely Simple
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Lee tore five sheets of paper off of his notepad (yes, notepad—Lee was laptop-resistant at the time) and crumpled them into five balls. Once the crumpling was complete, he started his performance.

“Here, Steve, catch,” said Lee, as he tossed a single ball of paper across the table.

Steve caught it, no problem, and tossed it back.

“That’s a good ad,” said Lee.

“Now catch this,” he said, as he threw all five paper balls in Steve’s direction. Steve didn’t catch a single one, and they bounced onto the table and floor.

“That’s a bad ad,” said Lee.

I hadn’t seen that one before, so I rather enjoyed it. And it was pretty convincing proof: The more things you ask people to focus on, the fewer they’ll remember. Lee’s argument was that if we want to give people a good reason to check out an iMac, we should pick the most compelling feature and present it in the most compelling way.

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