How to Make It Sticky
Dan Heath and Chip Heath might not know the answer to the perennial question, “Where’s the beef,” nor, do they explain how people can be lured into kidney-harvesting operations, but they do know why these marketing messages and urban legends have a viral appeal.
They know why these ideas “stick,” in other words. And they tell you how this stickiness can help you build your business, promote a cause, or become a better teacher.
In fact, they have identified the principles that make sticky ideas so… well… sticky.
The Heath brothers’ book, Made to Stick
- Simple–make your message quick and clear.
- Unexpected–add a twist.
- Concrete–keep it real.
- Credible–add veracity.
- Emotional–appeal to emotions.
- Stories–tell it in story form.
You don’t have to be a marketer or a would-be urban legend writer to benefit from these tips; almost anyone can learn how to make your messages stick. Everyone–from non-profit leaders to teachers to CEOs–can improve their ability to communicate by making their messages more interesting and more memorable.
The authors of Made to Stick also have a blog.
Give both a read and tell me what you think.
And make it stick.
is one of my favorite financial books of all time. It's an allegory about a guy who has a terrible job, and how he overcomes challenges to achieve his dreams.
