# The Master Communicator's Handbook  ## Metadata - Author: [[Teresa Erickson and Tim Ward]] - Full Title: The Master Communicator's Handbook - Category: #books ## Highlights - Here’s a practical methodology you can use whenever you want to turn your message into a meme: 1.  Write down your main message. 2.  Underline jargon / abstract concepts. 3.  Replace those concepts with concrete language. 4.  Make it relevant to your target audience. 5.  Delete what is not essential. 6.  Break it into short sentences. 7.  Make it memorable with catchy words and phrases. In sum, you can use the Four Cs – Concise, Concrete, Connected and Catchy – to make your messages easy to grasp, easy to repeat, and make your listeners want to pass your ideas on to others; in short, to turn your messages into powerful memes. ([Location 293](https://readwise.io/to_kindle?action=open&asin=B016NESLXO&location=293)) - The purpose of the introduction is to get and keep the audience’s attention •  The purpose of the content is to transmit your information so that it sticks •  The purpose of the conclusion is to move the audience from information to action. When you master this simple structure, your audiences will stay with you every step of the way. ([Location 428](https://readwise.io/to_kindle?action=open&asin=B016NESLXO&location=428))