Quotes from Robert Plank

in terms of "selling." The Why section sold people on why they should perk up and pay attention. In the What, I'm NOT selling the solution. I'm selling the problem and what does NOT work. They can probably relate to many of the frustrations that come along with building an audience or losing weight.

Removing one task can free up a couple of minutes of free time, every day... which turns into hours or days every year. Time

If you think about it, AIDA conforms to WWHW perfectly: Why is this important? What is the problem you're explain? How is this problem solved? And what-if I buy this solution right now?

The point is that you figure out what that "audience" wants (not needs), and give them something right away that you know they'll love.

When things need to change, think S.C.A.M.P.E.R. -- coined by Bob Eberle:

if you'd like to show your phone's display on that computer screen, X-Mirage will do the job for Apple (iPhone & iPad) and Reflector for Android.

He was explaining the six universal human needs: certainty, variety, love, significance, growth, and contribution.

The secret to making decisions is to ask questions and use templates to work on the answers. To think outside the box, remember to S.C.A.M.P.E.R by Substituting, Combining, Adapting, Modifying, Purposing, and Eliminating. And ensure you are setting S.M.A.R.T. goals which are Specific, Measurable, Action-Oriented, Relevant, and Time-Bound.

The most important formula you'll use when expressing yourself, conquering writer's block, presenting information on webinars, and overall, communicating more effectively, is W.W.H.W. — Why, What, How-To, What-If.