Reasons to Believe

What doesn’t work is myth-busting, debunking, or refuting false statements. Resist the temptation! By repeating the falsehoods, even to expose them, you just ingrain them deeper into people’s minds.

What does work:

1. Spread your own narrative, without referring to theirs.
2. Structure it as a story, with a hero encountering a challenge and overcoming it. If possible, invite your audience to be the hero.
3. Repeat. Repeat. Repeat.
4. Use social proof. Show that many people familiar to your audience share your point of view.