Made to Stick
One of my new favourite marketing books is called, MADE TO STICK, by Chip and Dan Heath.Of course I would like it because it is a marketing book and I tend to have a natural interest in marketing. They simplify what needs to be done to make ideas stick with an acronym - SUCCES
S simple - don't lose your core message. KISS.
U unexpected - Do the unexected to get people's attention. (they do point out the problem of tying it in though so just being outrageous is not enough)
C concrete - People have problems with theory - keep it real.
C credible - is your idea believable? One way to do this is to use experts, titles (EG PhD) etc.
E emotional - people react to emotion and it creates an empathetic bond
S stories - story telling is a way people can remember and retell easily. Sure beats statistics.
Although I have distilled the basics of the book, I have not done it justice. The book is entertaining, easy to read and uses tons of useful examples. Highly recommended if you ever want to sell or market anything.
posted by Jim Estill @ 3:06 PM 
1 Comments:
I have read this book as well. It is truly entertaining and "simple." It doesn't cover the big theories about marketing; instead, it talks about basic human reaction and emotion to "sticky" ideas!
I love the introduction especially. If any of you get a chance to read it, stay focused on the first few pages! Did I just spoil it? Oh I hope not!!!
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