Making Your Message Stick

April 20, 2008

Making a speech or a Chip-and-Dan-Heath.jpgcore message of a speech stick in people’s mind can be challenging for many people. However, Dan and Chip Heath have simplified techniques for doing just that in their New York Times bestselling book, Made to Stick: Why Some Ideas Survive and Others Die. (I blogged about one tidbit from the book in March).

The Heath brothers found that sticky, compelling, and memorable messages and ideas share six common attributes: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories. The acronym is SUCCES(s). Pretty clever.

Simplicity: How do you strip an idea to its core without turning it into a silly soundbite?

Unexpectedness: How do you capture people’s attention… and hold it?

Concreteness: How do you help people understand your idea and remember it much later?

Credibility: How do you get people to believe your idea?

Emotional: How do you get people to care about your idea?

Stories: How do you get people to act on your idea?

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    [...] That’s part of the premise behind a new book called Switch: How to Change Things, When Change is Hard, by Chip and Dan Heath, the brother duo that produced the 2007 beststeller Made to Stick. [...]