setting the frame, telling the story, revealing the intrigue, offering the prize, nailing the hookpoint, - Oren Klaff

That eureka moment has been carefully planned and programmed to deliver an insight at exactly the right time. When you put the pieces together before the detectives do, you feel smart, happy, powerful, and in control (exactly the emotions needed to motivate you to buy some canned beer, frozen pizza, and extra-soft toilet tissue). And you tune in next week so you can feel that way again.

If you are trying to win your target’s respect, attention, and money, he becomes the prize.

Setting the frame Telling the story Revealing the intrigue Offering the prize Nailing the hookpoint Getting a decision