Simple—simplicity is the key Unexpected—surprises you and makes you want to know more Concrete—creates a clear mental picture for people Credible—uses statistics, expert endorsements, etc. Emotional—appeals to deep human instincts Stories—takes you on a journey that helps you see how an existing problem might change The last S doesn’t stand for anything, but they leave it in anyhow, on the basis that SUCCES is not as sticky an acronym as SUCCESS.
