By Rick Smith, author of “The Leap: 3 Simple Changes Can Propel Your Career From Good to Great”
All ideas are not created equal. Some have the power to cut through all the filters and spam blockers that our brains have erected in an age of total-saturation communication, and stick. My research shows that ideas that grab your attention and get you to act share a very distinct characteristic — simplicity.
Willie Nelson once said that the toughest song to write is the simple song. It’s that very simplicity that makes such songs the most compelling. That applies to ideas, too.
Simplicity has a tremendous impact on whether an idea takes flight or sits on the tarmac.
Simple ideas spread quickly because they are broadly interpreted and easily translated into action by others.
Because they are easy to grasp, simple ideas increase the odds that people actually will respond.
In Influence: The Psychology of Persuasion, author Robert Cialdini cites a study in which a group of randomly chosen people were shown two print ads for the same product. One ad scrimped on positive details about the product; the other was brimming with them.
Amazingly (but really not so), the barebones ad was judged by the ad hoc panel to be far more persuasive than the one with a longer list of compelling attributes.
Why? Because the less you tell people, the more they can write themselves into the story.
Here are the top selling real estate books from Amazon.com:
1. The Housing Boom and Bust, By Thomas Sowell
2. The Great Depression Ahead: How to Prosper in the Crash Following the Greatest Boom in History, By Harry S. Dent
3. The Real Book of Real Estate: Real Experts. Real Stories. Real Life., By Robert T. Kiyosaki
4. Rich Dad’s Advisors®: The ABC’s of Real Estate Investing: The Secrets of Finding Hidden Profits Most Investors Miss, By Ken McElroy
5. Real Estate Development: Principles and Process, By Mike Miles, Gayle Berens, and Mark Eppli
6. And Then the Roof Caved In: How Wall Street’s Greed and Stupidity Brought Capitalism to Its Knees, By David Faber
7. Cadillac Desert: The American West and Its Disappearing Water, Revised Edition, By Marc Reisner
8. The Millionaire Real Estate Agent: It’s Not About the Money…It’s About Being the Best You Can Be!, By Gary Keller, Dave Jenks (contributor), Jay Papasan (contributor), Gary Keller, Dave Jenks, and Jay Papasan
9. The Subprime Solution: How Today’s Global Financial Crisis Happened, and What to Do about It, By Robert J. Shiller
10. Home Buying For Dummies, 4th Edition, By Eric Tyson and Ray Brown