Rather, the goal of making messages “emotional” is to make people care. Feelings inspire people to act.

The lesson for the rest of us is that if we want to make people care, we’ve got to tap into the things they care about. When everybody taps into the same thing, an arms race emerges. To avoid it, we’ve either got to shift onto new turf, as Thompson did, or find associations that are distinctive for our ideas.

This finding suggests that it may be the tangibility, rather than the magnitude, of the benefits that makes people care. You don’t have to promise riches and sex appeal and magnetic personalities. It may be enough to promise reasonable benefits that people can easily imagine themselves enjoying.

So far we’ve looked at three strategies for making people care: using associations (or avoiding associations, as the case may be), appealing to self-interest, and appealing to identity. All three strategies can be effective, but we’ve got to watch out for our old nemesis, the Curse of Knowledge, which can interfere with our ability to implement them.

For an idea to stick, for it to be useful and lasting, it’s got to make the audience:

1. Pay attention

1. Understand and remember it

1. Agree/Believe

1. Care

1. Be able to act on it