the automaker is depriving Facebook of only $10 million in direct advertising buys; it will continue to spend about $30 million annually on Facebook content, agencies that manage that content and daily maintenance of its Facebook pages, according to The Wall Street Journal.

Facebook’s power lies in engagement with brands, not generating sales through display advertising,

Facebook advertisers need to look at the platform as helping to build long-term brand loyalty.

Guber argues that humans simply aren’t moved to action by “data dumps,” dense PowerPoint slides, or spreadsheets packed with figures. People are moved by emotion. The best way to emotionally connect other people to our agenda begins with “Once upon a time…”

Is “telling to win” just the latest fashion in a business world that is continually swept with new fads and new gurus pitching the newest can’t-miss secret to success? Or does it represent a real and deep insight into communications strategy?

I think it’s a real insight. I’m a literary scholar who uses science to try to understand the vast, witchy power of story in human life. Guber and his allies have arrived through experience at the same conclusions science has reached through experiment.

80/20 rule: 8 of 10 readers will read your headline copy but only 2 of 10 will read your entire post.

Lois writes: “All creativity should communicate in a nanosecond.”

AIDA is the classic marketing formula heralded by a lot of great copywriters including Brian Clark, Sonia Simone and ad man John Carlton.

"It's interesting. Do I want everything I read to be broadcasted? To be honest, I'm not sure I always do," Herman says. "Which is why, on Storify at least, I cancel it when it's not something I want to share." Should readers have to be on guard and take that extra step? And what's the upside of frictionless sharing? Why is this good for readers? "I mean, clearly it's more meaningful when someone decides to actively share something," Herman says. "It would be bad if a share from just happening to read something through Open Graph got the same weight as something that you actually shared."

Instead of a willful act of sharing, which says to your Facebook friends, "This matters to me," frictionless sharing is just a broadcast of your Internet habits. There's no benefit for you except as a kind of vain performance, and there's very little benefit to your friends, since the signal-to-noise ratio goes way up.

[Facebook is] doing some tweaking with the algorithm to make it less prominent," Herman says. "I guess they're realizing, you know, maybe these things aren't as engaging as they thought they would be."

attention is an emotion-driven phenomenon. If we want to get and hold an audience’s attention, we need to trigger the amygdala to our advantage. Only when we have an audience’s attention can we then move them to rational argument.

Follow the rule of threes. Have three main points. But no more than three main points; no more than three topics; no more than three examples per topic. Group thoughts in threes; words in threes; actions in threes.