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The PAS Framework is an effective communication tool for persuading audiences about a particular concept or solution. It begins with outlining the problem, then agitating the audience to create urgency and emotion before finally offering a potential solution. This three-step approach helps start conversations around difficult topics clearly and concisely.

The AIDA framework is a great tool for marketing and advertising professionals to utilise when crafting their messaging. It stands for Attention, Interest, Desire and Action, and offers a structure to develop persuasive communications.

Once a company has identified their target audience, the next step is choosing the best social media channels. It’s important to remember that not all social media platforms are created equally, and each offers different features. Companies should consider who they want to reach to select the right channel.

Whether you have a brand new business or have been in the industry for years, this strategy can help guide you, keep you focused on your goals, and give you time to focus on your business.

Social media may have changed the way we communicate, but it has only highlighted the power of storytelling. Stories drive persuasive social media content.

Presentations to senior leadership are high-pressure situations, none more so than startup pitches. You only have a few minutes to make an impression and connect to your audience. Storytelling techniques give your slide deck an edge.

In 2012, former Pixar storyboard artist Emma Coats tweeted the rules on storytelling she learned from her time at the animation studio. It has been read, shared, and applied till today.

Brainstorming for brand story ideas can be a tedious process. Sometimes, all you need is to be pointed in the right direction for ideas to flow. Here's a way to get your creative engines going.

Based on The New York Times bestseller Made to Stick, authors Chip and Dan Heath explore what makes ideas memorable.