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There are six elements that make your marketing and sales messages sticky and move your customers to action.
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Stuppy: Ideas that Stick 1
Marketing Power
Tell, Gel, Sell: Motivate, Convince & Move to Action
John Stuppy, MBA, Ph.D. [email protected] www.edumetrix.com
JohnStuppy.com
Ideas That Stick
Stuppy: Ideas that Stick 2
Would you like to…
1. Convince customers your solutions are best?
2. Inspire with ideas & results people believe?
3. Increase your standing in your industry?
4. Move customers to action?
Want to increase sales, profit, credibility & value?
Then implement this six-point plan. It will
make your marketing and sales
messages STICK.
Stuppy: Ideas that Stick 3
Why Create Ideas that Stick?
We are inundated with messages Hard for consumer to differentiate
You need to rise above the “clutter” There are many voices but you want
your marketing messages to cut through
Sticky ideas produce results Tell, gel & sell – stand out & get results
Build your brand, increase sales & company value and achieve results.
Stuppy: Ideas that Stick 4
In the book “Why some ideas survive
and others die: Made to Stick” by
Chip Heath & Dan Heath, the
authors describe six things necessary
for ideas that stick…
A Good Read…
Stuppy: Ideas that Stick 5
Six Elements of Ideas That Stick
Stories
Simple
Credible Emotional
Stuppy: Ideas that Stick 6
An Example of a Sticky Idea
The Halloween Candy Scare
In the 60’s & 70’s you heard of sadists putting razor blades in apples & candy
Parents checked candy, hospitals x-ray
An ABC News poll in ’85 found 60% of parents worried about Halloween candy
To this day, parents are concerned
This candy scare (and urban legends) have all 6 elements
Stuppy: Ideas that Stick 7
6 Elements of Ideas That Stick related
to The Halloween Candy Scare
1. Simple – razors are scary!
2. Unexpected – why’d they do it?
3. Concrete – clear & present danger
4. Credible – it’s been widely reported
5. Emotional – this is terrible!
6. Stories – did you hear? Pass it on…
Stuppy: Ideas that Stick 8
The Halloween Candy Twist
Sticky idea Halloween is muddied by some wacko’s
who want to harm children
But the fact In 1985 researchers investigated and
discovered the Halloween Candy Scare was a myth!
Not one reported Halloween incident since 1958 was the result of strangers causing kids harm
Stuppy: Ideas that Stick 9
The Truth About Halloween Candy
Two children died on Halloween from 1958 to 1985
A 5 year-old found his uncle’s heroin & overdosed; his relatives tried to cover by sprinkling the heroin on the kid’s candy
A father poisoned his son’s candy with cyanide to collect on insurance
The take-away
Candy from strangers is OK. Worry about family!
Stuppy: Ideas that Stick 10
Sticky Ideas: Whether True or Not
Stories like tainted Halloween Candy & people waking up in an ice bath only to discover their kidney was surgically stolen are believed and retold because they have the 6 elements of sticky ideas
Learn to use the six elements to tell your worthwhile message!
Stuppy: Ideas that Stick 11
Elements of Ideas That Stick
1. Simple • Identify the simple truth of what you stand for; it
guides all decisions.
• “If you say 3 things you don't say anything”
• Complexity takes a toll
• When students were asked if they want to (1) attend a lecture by an author they admire or (2) study at the library, 21% chose the library
• When students were asked if they want to (1) attend the lecture, (2) go to the library or (3) watch a foreign film, 41% chose the library
• A more complex set of choices can significantly shift the outcome
Stuppy: Ideas that Stick 12
Elements of Ideas That Stick (cont.)
2. Unexpected
• Things are memorable when they surprise you
• At the start of a recent Delta trip, my flight attendant said “We’re now diming the cabin lights to make the person on your right more attractive.” We all paid attention after that.
Stuppy: Ideas that Stick 13
Elements of Ideas That Stick (cont.)
3. Concrete
• Give your customer a context within which to frame your solution or idea
• Provide statistics and examples to bring your idea or claim to life
• Concrete ideas appeal to the senses
• A V-8’s engine roar is concrete
• “Hi performance” is abstract
Stuppy: Ideas that Stick 14
Elements of Ideas That Stick (cont.)
4. Credible • In the 80's, 2 researchers in Perth Australia found
that ulcers are caused by bacteria. But no one believed them
• Common sense said stomach acid was to blame and would kill bacteria anyway
• The 2 didn’t fit the mold of typical researchers
• Perth is not the usual birthplace of innovations
• To persuade a skeptical audience to believe a new message, your spokesperson must be credible
• Details in your story add credibility
• Site important customers who have adopted your solution or idea
Stuppy: Ideas that Stick 15
Elements of Ideas That Stick (cont.)
5. Emotional
• An individual portrait or case study strikes a more impactful cord than a mountain of group statistics
• Relate your idea to individual audience members – solve their problems and address their concerns
Stuppy: Ideas that Stick 16
Elements of Ideas That Stick (cont.)
6. Stories
• A great way to weave the prevoius five elements together so they stick
• Politicians tell memorable & touching stories to illustrate their point
Stories
Simple
Credible Emotional
Stuppy: Ideas that Stick 17
6 Elements of Ideas That Stick related
to Jared’s Subway Diet
1. Simple – Eat a subway sandwich every day for lunch & lose weight
2. Unexpected – Eat fast food & lose?
3. Concrete – Subway food is healthy
4. Credible – The scale tells the tale
5. Emotional – I want to look great!
6. Stories – Did you hear? Let’s do lunch!
Stuppy: Ideas that Stick 18
Present Ideas & Solutions That Stick
Present your idea around these elements:
Simple
Unexpected
Concrete
Credible
Emotional
Stories
Your message will be remembered and talked about
Stuppy: Ideas that Stick 19
John Stuppy background…
EDUMETRIX, Principal Finds education technology products & services that work Secure the capital and provide the leadership companies need
to replicate, scale and dominate their market. Areas of expertise: funding, technology, startup, marketing,
sales, operations, e-learning, branding, student achievement, test-prep, face-to-face & online tutoring, charter schools, instructional supervision, professional development.
TutorVista, President Grew company 825%/year for 2 years to serve 500,000
students in 29 countries; Raised $36M from Sequoia, etc. Featured/interviewed on ABC, NBC, CBS & Fox News, NBC
Today Show; time magazine and in The NY Times, The Wall Street Journal & SF Chronicle.
Sold a stake to Pearson
Stuppy: Ideas that Stick 20