this one looked promising. And so I clicked and downloaded it.
THis is a book well worth reading by any of us who regularly try to convey information to others. The authors lay out an acronym to help structure their argument -- SUCCESs. This acronym stands for Simple, Unexpected, Concrete, Credible, Emotional, Stories; 6 characteristics of sticky messages (each characteristic gets a chapter of its own).
The book is an easy read. There are lots of stories and practical examples. Frequently the include a "Clinic" to push the reader to delve into the characteristic being discussed. And then at the end there is a summary chapter. I liked it so much that I have also purchased another book by the same authors to read later this fall.