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

clipped from www.madetostick.com

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."