Made To Stick
The mnemonic to being sticky, SUCCESS!
1. Simplicity – strip an idea down to being both simple and profound.
2. Unexpedness – a surprising twist.
5. Emotions- make people feel something.
6. Stories- this is how people learn best. It is the mental flight simulator.
“The curse of knowledge”
We are experts and we know stuff so well we think everyone else knows it too. We think our knowledge that we know like the back of our hand is just common knowledge. We devalue it and don’t explain it. We gloss over it. This is the curse of knowledge in action.
One study of this was giving people of common songs to tap out and have them predict how many people would correctly guess the song. The Tappers and listeners- tapping out songs and listening to it and guessing it.
Tappers were horrible at predicting the number of listeners that could pick up the song. Try this with friends and the song “Happy Birthday”. You will have the curse of hearing the melody in your head while your friends will hear, “tap, tap, tap, tap, tap, tap” it’s a great exercise to practice the curse of knowledge.
Make templets (6 of them) for every great ad.
1. Simplicity- strip an idea down to being both simple and profound. Boil down your intent to its root.
Know your intent, keep the big picture in mind, be simple, find the core of the idea. Let the most important idea shine.
Example- southwest- “The low fair airline.” does chicken salad ad to that??
Do not gravitate towards perplexity, don’t “burry the lead!”
Clinton’s “It’s the economy stupid!”
Was the lead as Clinton ran for president.
•Prioritizing our goals!
The business man bought a property purchase with an election coming up after seeing the results of the election had no effect on his decision.
Uncertainty even irrelevant can lend to perralises. The story of students waiting for a grade before going to Hawaii even though both results pass or fail would have them go.
••Making the Core value stick!
-local news is the core of a local newspaper. Local names! -Adams and his paper. (His core value is names, names and names!)
-Names matter, people like to see there name in print.
To make it sticky he makes his message compact, and to the point, local names are most important! His idea is everywhere, and is succinct. His people are able to make decisions that follow the idea of his core value.
His core idea is compact and simple but like a proverb it is the core direction.
Example; “A bird in the hand is better than one in the bush.”
“Do one to others as you would have them do on to you.”
Simple but you can use these to guide you for a life time.
Jfkprns…ri – random letters
JFK nato ups irs – groups of concepts
Only ideas with profound concepts are useful.
Par things down from complexity-
Pomellow- is a largest citrus fruit.
It is a super sized grapefruit. Grapefruit is a schema a cluster of known properties.
Good metaphors are generative.
Disney “Employees as cast members” this one is good everyone plays there role and wears there costume and knows when in costume how to act.
Subway’s is “Sandwich Artist” this one is bad. Do you really want a bunch of artist ad-libbing on your sandwiches?
1.How do I get people’s attention?
2.How do I keep it?
Surprise and interest. Make our ideas unexpected.
The Enclave minivan ad uses unexpectedness- to buckle up!! It is effective ad from the ad counsel. The group the brought us the ad with an egg in a frying pan “this is you brain on drugs” in the eighties.
Break a pattern and you get people’s attention. The Southwest airlines stewardess that surprises us by joking during the emergency announcement.
Schema- let’s us guess on where things are going but surprise jolts us out of it. If we are surprised we are jolted in to paying attention. The message gets our attention.
If we are surprised we must avoid gimmicks. Don’t have the surprise not attached to the core message as some forgettable super bowl ads where you can remember the commercial but not the product attached to it.
Gimmicks are like the bad endings of a who done it story. It was the character who we never met or it was all a dream.
Surprise needs to be post-dictible.
Common sense is enemy of sticky messages. Expose to your listeners the parts of your message that is uncommon sense.
The story of the Zappos employee that connects a caller with a local pizza place. “Great customer service and having employees making decisions.
Mysteries are good to keep attention. The rings of Saturn article. The teacher who’s bell rings before the conclusion of the lecture. How will it all turn out? It keeps us watching bad movies and reading long articles.
Interest- what makes situations interesting? Knowledge gaps. Highlight the gap of information.
News teaser approach-
A bit of mystery goes a long way
Unexpected- put a radio in your pocket.
A man on the moon in a decade.
One thousand songs in your pocket.
••Concrete•• don’t use abstract words get tangible and easy to understand.
The Mt Hamilton Wilderness – helps people understand new concepts.
Concrete is not to speak in abstractions. The engineers drawings are abstractions but the thing that the drawings are of, the actual device, is Concrete. Everyone can see it touch it see a part not fitting. Changing a drawing does not help understand a problem nor fix it.
Bowing 727- 137 passengers, fly from Seattle to LA and land on runway 433.
Ferraris Disney trip. HP demo to make a pitch. Ticket reservation and photos.
White in color; marshmallow, flour, cars, any paint, clouds, paper, screen, golf ball, tennis shoes, white board, teeth, bones, cotton, Snow, volleyball
Eggs, walls, milk
4. Credibility- the Sinatra effect-
“If you can make it here you can make it anywhere” if I get big name celebrity photographers then I will tap into the credibility if these big names will give there time and story to by podcast then lesser known and comparable photographers are apt to do it too.
5. Emotions- stay away from analytical and use concrete emotional stories. One poor child over stats on poor child population. The concrete emotional story of one sick and poor child asking for your donation work better than stats and figures of how your money will help.
Form an association from something we do not care about with something we care about. Words and semantics change as words get used too often. Words; respect, sportsmanship, awesome, unique, great, driven, passion, drive, are some words that have lost there impact.
Emphasize benefits (the why) not the features. What benefit are you selling rather than the products features. Talk just about the use and how that helps people, keep their interest in mind.
Cable tv in Tempi, AZ.
The cook in Iraq, being a moral booster.
6. Stories- Make people act.
The nurse who saves a baby
The xerox guys stories over cards
Phelps uses this before swimming. He imagines the whole experience of winning the race making the turns without mishap down to finishing faster than everyone else. It’s like a mental flight simulator.
A study finds reliving past mistakes and finding the lesson is the best way to grow and learn.
What the study did was they had three groups. The first group they told some blanket skills to handle adversity to and sent them home. The second group they told to think of a personal problem and think back of how that problem developed. What they did, what thinking they had replay it out focusing on the fuel to the problem. The last group was to put their thinking towards the problems removal some future time and how that would look in their lives. The middle group did so much better having replayed their personal stories and learning from them.
To make an idea stick– I got to make the audience;
- 1. Pay attention
- 2. Understand and remember it
- 3. Agree and believe
- 4. Care
- 5. Be able to act on it