TBF017 – ‘Made To Stick’ & Why it’s Awesome!

  • SumoMe

In this Episode we take a quick look at the book Made to Stick by Chip and Dan Heath.  This book explores why some ideas have staying power and others do not…AND IT IS AWESOME!  I would strongly recommend this book for anyone who is in marketing, training, or any sort of public speaking.  Both of the Heath brothers are well educated guys with a ton of research to demonstrate how things ‘stick’.
 They break it down into six different elements that contribute to ‘stickiness’; Simplicity, Unexpectedness, Concreteness, Credible, Emotions, and Stories.  The have the entire first chapter available on their website so go and read it!
I mention a DeBeers ad in the podcast as having a handful of stickiness.  They’ve done pretty well for themselves.
I cover two elements in the podcast, Stories (which I also cover in Episode 13) and Concreteness.
Stories – I love stories, that is no secret.  Ross Shafer is a marketing/training/speaker type guy and he tells this great story that focuses on customer service.  If you watch this video with the six elements in mind you’ll see them all at work here.
Concreteness – I remember two very memorable anti-drug PSAs from when I was a kid. This is Your Brain on Drugs and The Empty Swimming Pool are, in my opinion to great examples of ‘concreteness’.
Go buy the book, read it and love it.  Say ‘hi’ to Dan and Chip for me.
“Organic Grunge”
Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 3.0

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