Maybe you’ve heard?
Google and Meta are now on trial for creating apps that are addicting to children.
No?
You haven’t heard?
Well I have heard. Or rather, yesterday I read an article about it.
I have little to say about the actual substance of this case, since I have neither children nor any apps, but I thought something else in the story was very interesting.
Trial lawyer Mark Lanier, who is representing the plaintiffs, was using all kinds of sticky messaging strategies. A few examples:
1. “They don’t only build apps; they build traps.”
2. “They didn’t want users, they wanted addicts.”
And my favorite…
3. “This case is as easy as ABC. Addicting the Brains of Children.” [Lanier also had some toy blocks to spell out ABC]
I looked up this Lanier guy.
Turns out he’s one of the biggest trial lawyers in the US. He’s represented plaintiffs against big corporations like Johnson & Johnson and Merck, and has been able to win ~$20 billion in damages for his clients.
And get this. In an asbestos damage trial, Lanier used the same ABC strategy as in the recent Meta and Google trial:
“This case is as easy as ABC. Asbestos, breathed in, causes cancer.”
My point for you today is as easy as ABC:
Aphorisms. Boost. Conversions.
(Particularly if you can get them to form an “ABC” acronym.)
If you’re interested in more ways to make your message sticky and persuasive, I have a book recommendation for you.
It’s a book I’ve read only once but that has been immensely sticky in my head, in part because the entire message of the book is summed but up in an easy-to-remember acronym (you’ll have to read it to find out).
I think this book is so important if you thrive or starve by how well you persuade people that I have repeatedly said I would include it in the first-semester required reading of my mythical AIDA School.
In case you’re interested in getting your hand on the ABC’s of effective messaging: