I could sum up today’s presentation on “Simplicity and Persuasion: Move Your Audience to Action” in the few words our presenter closed with:

Motivate the heart. Direct the mind. Simplify to persuade.

Mahmoud Arafa, president and creative director, Designframe USA, told us to simplify the message then present it in a way that elicits interest and taps into the “what’s in it for me” motivation. How do you move from belief to action? That doesn’t come with a single tactic. You must combine tactics and approaches.

Even so, remember simplicity. This is a bandwidth issue — the less words the better. Often simple becomes abstract. Move beyond this.

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