Creating a Sticky message

Effective Messages Mohammad Tawfik

#WikiCourses http://WikiCourses.WikiSpaces.com

Delivering a message that stays with the audience

Mohammad Tawfik



A friend of a friend …



Urban Legends

• The Kidney heist

• You use only 10% of your brain

• The KFC chicken



Made to Stick



SUCCES Principles

• Simple

• Unexpected

• Concrete

• Credible

• Emotional

• Story



Principle #1- Simple

“If you argue ten points, even if each is a good one, the jury won’t

remember any”



• Commander Intents



• News core idea



• The low-fare airline



• Compact



Make it simple!

../../../Videos/StickyIdeas/Made to Stick_ Simple.mp4



Principle #2- Unexpected

Surprise always grabs people attention



The Enclave

../../../Videos/StickyIdeas/Enclave Minivan.mp4



• Break a pattern



• Mysteries are powerful



• Change your thinking from “What information do I need to convey?” to “what questions do I want my audience to ask?”

Convert



Make it unexpected!

../../../Videos/StickyIdeas/Made to Stick_ Unexpected.mp4



Principle #3- Concrete

Avoid ambiguity and abstraction



• A bird in the hand …



• Use metaphors



• Appeal directly to senses



The mission to the moon

../../../Videos/StickyIdeas/JFK Moon Mission Speech.mp4



Make it concrete!

../../../Videos/StickyIdeas/Made to Stick_ Concrete.mp4



Principle #4- Credible

Ideas have to have their own credentials and draw people into

testing them



External credibility



• The research told us …



• The president said …



• My father said!



Internal credibility



• Details



• Statistics



• The Sinatra test



Where is the Beef?

../../../Videos/StickyIdeas/where is the beef.mp4



• Testable credentials



The NBA new Recruits!



Make it credible!

../../../Videos/StickyIdeas/Made to Stick_ Credible.mp4



Principle #5- Emotional

We are wired to feel things for people not abstractions



The Crying Indian

../../../Videos/StickyIdeas/The Crying Indian - full commercial - Keep America Beautiful.mp4



Russian Roulette

../../../Videos/StickyIdeas/Russian Roulette.mp4



Think, Don’t Smoke

../../../Videos/StickyIdeas/_Think, Don't Smoke_ PSA - Andy Gutierrez.mp4



• For people to take action, they have to care



• Form associations between something they don’t care about with something they care about

What if is this was your child?



• People matter to themselves

Drugs will kill you!



Your Brain on Drugs

../../../Videos/StickyIdeas/Brain On Drugs.mp4



• Emphasize benefits not features



• People care about individuals not nations!



Make it Emotional!

../../../../Videos/Youtube Videos/Made to Stick_ Emotional.mp4



Principle #6- Story

Hearing a story acts like a mental flight simulator



• A good story provides inspiration



• It moves people to take action



Jared-Subway story

../../../../Videos/Youtube Videos/Living Healthy Chicago - Inspiration Story, Jared Fogle.mp4





• Challenge plots inspire us to act



• Connection plots inspire social relations



• Creativity plots inspire us to innovate



• Springboard plots inspire possibilities



• Stories defeat the curse of knowledge



Stories

Concrete

Credible

Emotional

Unexpected



Tell a story!

../../../../Videos/Youtube Videos/Made to Stick_ Stories.mp4



Sticky ideas are …

Simple

Unexpected

Concrete

Credible

Emotional

Stories

Education

Creating a Sticky message