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December 18, 2006

News & Opinion: The Ehrenfeld Principle

By: Dylan Schleicher @ 7:30 PM – Filed under: Big Ideas & New Perspectives

A few weeks back we hosted an author pow-wow (pictures here). [I can't tell even begin to tell you how much is gained by personally knowing the people behind emails and phone calls.]
One of our pow-wow-ees was John Moore. A takeaway from him is what he dubs "The Ehrenfeld Principle." [You may recognize the name from one of our regular contributors.] What's this principle?
Thats my name for something I learned from business writer Tom Ehrenfeld at the recent 800 CEO READ Author Pow-Wow. During one of the sessions, Tom outlined his "WHAT? | SO WHAT? | PROVE IT!" system to identify effective business writing.
The WHAT? is the content. The SO WHAT? is why the content matters. And the PROVE IT! provides the credibility.

It's a great way to simplify the selling of anything -- for authors, marketers, entrepreneurs, etc., etc. John used the principle to explain the new book The 12 Elements from Gallup Press.

About Dylan Schleicher


Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.