Made to Stick: Why some ideas survive and others die
Simple
Find the core: determine the single most important thing and base all other messaging on that one thing. Example Southwest Airlines: "We are the low cost airlines" - this focus allows all decisions to become easier - cost over comfort. Schemas are a simple way to share an idea: The movie Alien was "Jaws on a spaceship" or a pomelo fruit can be described as a "Supersized grapefruit" - use familiar reference points draw comparisons.Unexpected
The point is to grab attention. The human brain looks for patterns and adjusts expectations based on historical patterns. Breaking expectations grabs attention. It is important that these breaks in pattern are not "gimmicky", but either 1.) break expectation or 2.) exploit curiosity. The human brain is constantly seeking closure to the unknown - so create interest through gaps and/or questions that the brain "need" answers for - then fill those gaps with answers.Concrete
Concrete things are memorable. Things become concrete when they can be described or detected by the human senses. The "curse of knowledge" is the main villain that steals your ability as an expert to speak to the lay person in a sticky manner.Credible
There are six primary ways to establish credibility: 1.) Be an authority, 2.) use an anti-authority, 3.) use concrete details, 4.) use statistic, 5.) use the Sinatra Test, and 6.) use testable credentials.Be an Authority: This is only possible if you are one or know one - if not move on to the remaining options.
Anti-Authority: Example - use a dying smoker to make the point that smoking is not healthy.
Concrete Details: Messages filled with details have been found to be perceived as more credible that messages with few details - even if the details were irrelevant to the core message.
Statistics: The most important thing to consider when using statistics is to establish a relationship. If people walk away remembering the relationship over the number than the message was successful. "Only 37% percent of employees have a clear idea of their mission vs If a soccer team had this same make up only 4 out of the 11 would know where their goals was".
Sinatra Test: New York "If I can make it there, I can make it anywhere" Find a solution that works in the most improbable place/way and others will be willing to apply it to their problems.
Testable Credentials: This challenges the consumer/receiver to test the idea for themselves. Example: Wendy's ad campaign suggested that the other burger chains were more bun than burger and Wendy's was not - this was an easily verifiable claim.
Emotional
Emotion drives decision at a higher rate than analysis. If you want deep buy in tap into emotion through 1.) the power of associations, 2.) self interest, and/or 3.) appeal to identity.Power of Association: Attach the idea to something that is familiar and emotion invoking (teenagers might be rebellion against authority).
Self Interest: Benefits over features. The customer/receiver needs to connect with how they will benefit/increase from adoption.
Appeal to Identity: Appeals to sense of belonging or sense of duty.
Stories
Stories can carry messages like a Trojan horse. Stories have 3 forms: 1.) challenge plot, 2.) connection plot, or 3.) creativity plot. Above all stories must be simple.Challenge Plot: A daunting obstacle overcome - the underdog, willpower, rags to riches, etc.
Connection Plot: Social inspiration - the bridging the gap story. Coke commercial of "Mean Joe Green" making friends with the scrawny white kid. The make us want to help, be more tolerant, work with, and love others.
Creativity Plot: The great mental breakthrough - light bulb moment.
