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| [topic] | The specific concern of the content. | Starbucks |
| [subject] | The broader area encompassing [topic]. | Coffee |
| [definition of topic] | The context of [topic]. | Famous American coffee shop with thousands of locations worldwide. |
| [desirable outcome] | What your audience wishes to achieve. | A warm creamy coffee to get you moving in the morning. |
| [pain point] | A problem your audience faces in relation to [topic] | It is difficult and time consuming to make a good coffee at home. |
| [keyword] | A word or phrase commonly associated with [topic] | Lactose free soy latte |
| [point] | A case you present as a solution or explanation of [topic] | Caffiene makes you productive |
| [popular opinion] | A highly prevelant way of thinking about [topic] | many people believe coffee shouldn't be consumed after 2pm. |
| [reason] | The explanation for something occurring. | this is becasue too much coffee can effect your sleep. |
| [x] | A number. | 8 |
| [well known resource] | A respected source of information. | Good Food Guide |
| [target market] | Who the audience are or want to be. | Coffee drinkers. |
| [take this action] | What you are advising the reader to do. | Stop in at Starbucks on the way to work. |
| [action taken] | Something that's already been done | Slept through an alarm. |
| [barrier to solution] | An obstacle obstructing an objective. | Not having enough money in the budget. |
| [negative] | Something bad. | eg: "annoyed" or "frustrated" or "angry" |
| [positive] | Something good. | eg "happy" or "confident" or "wonderful". |
| [niche] | A specific segment of the market. | Fast Takeaway Coffee |
| [measure of time] | A period on a timeline from A to B. | eg "minutes" or "months" or "years". |
| [who] | Main person / people involved. | Elon Musk |
| [what] | The event that has happened. | Intends to acquire Twitter |
| [when] | The time it took place. | Yesterday evening |
| [where] | Location of the story. | Austin, Texas |
| [why] | Reasons underpinning the occurence. | Beleives it has lost its way |
| [situation] | The overall set of circumstances. | Recent trends in Twitter policing suggests free speech is decreasing |
| [topic expert] | Person with credentials in the area. | Mark Zuckerberg |
| [status] | Current state of the situation. | Offer is under consideration |
| [impact] | Effect it is having. | Share price of Twitter is volatile |
| [potential occurence] | Something that may happen | Twitter recieving a total overhaul |
| [short quote] | Snippet of statement or comment. | "I am inspired by curiosity." |
| [product] | Name of the Product | Samsung Galaxy |
| [level of difficulty] | The measure of how hard something is to do. | very challenging / hard / impossible |
| [procrastination excuse] | Activity used as distraction from productivity | Flicking mindlessly through Facebook feed |
| [benefit] | Good thing arising from outcome | Discounted price |
| [function] | Process creating expected outcome | social media strategy |
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