Tuesday, August 5, 2008

Made to Stick - for SUCCES (leave off the last S)

clipped from www.madetostick.com
The Book
blog it
Chip and Dan Heath write that an idea will "stick" in your target audience's mind if you follow these principles:

S for simplicity (KISS, remember?)
U for unexpectedness (grab their attention)
C for concreteness (the less abstract, the better)
C for credibility (make the message believable)
E for emotional (make 'em care)
S for stories (stories stick long after a slogan fades)

I especially like the "clinic" sections, where the authors critique messages for particular situations. Plus the book's cover and marketing are clever and "made to stick."

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