Oh, and you should send me money (see? that’s called “surprise”). * Unexpectedness - generate interest and curiosity by being counter-intuitive or using surprise/some other technique.
* Simplicity - boil it all down to the core message you want people to walk away with….the one thing they should know/do…the key takeaway….the essence of your point…the singular (okay, I’ll stop). One(ish)-liners for each of the six principles: If you’re never going to pick it up, at least read a breakdown of the six principles on the book’s website.
It’s a quick, fun read full of interesting anecdotes and examples that make the book’s message more *concrete* (a-hem). If it sounds like too much work, these two concepts also work: Free, Sex (noooo, that’s not in the book…but it works I tell you!). Summary: When marketing anything, keep these six concepts in mind if you want your message to shtick: Simple, Unexpected, Concrete, Credible, Emotional, Stories yes, my friends, that spells SUCCESs. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas-and tells us how we can apply these rules to making our own messages stick. It's a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers the charities who make use of the Mother Teresa Effect the elementary-school teacher whose simulation actually prevented racial prejudice. Made to Stick will transform the way you communicate. Along the way, we discover that sticky messages of all kinds-from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony-draw their power from the same six traits. In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Meanwhile, people with important ideas-entrepreneurs, teachers, politicians, and journalists-struggle to make them "stick." Mark Twain once observed, "A lie can get halfway around the world before the truth can even get its boots on." His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. NEW YORK TIMES BESTSELLER - The instant classic about why some ideas thrive, why others die, and how to improve your idea's chances-essential reading in the "fake news" era.
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