Download - Made To Stick
Darren Talbot
LAM
Territory 17
The Tipping Point
• How trends happen.• Things that change
everyday life.• Epidemics –
messages and behaviours spread like a virus.
Chip Heath & Dan Heath
Why Some Ideas Survive and Others Die
What do we mean by “Stick”
Stick
• Your ideas are understood
• Your ideas and messages are remembered.
• You have lasting impact
• That you change your audiences opinions or behaviour.
There are 6 principles
• Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Stories
SIMPLE
The 1st step to success is this: Be Simple
• Not in terms of “dumbing down” or “sound bites”.
• You don’t have to speak in monosyllables to be simple.
• Find the core of the idea – it reminds people what's important.
SIMPLE
*Simple = Core + Compact
* Think proverbs
UNEXPECTED
“if we want to motivate people to pay attention, we should seize the power of big surprises”
UNEXPECTED
• Hold Attention Interest
Create mystery. Highlight a knowledge gap. Tease with information.
Tease information
• To make our communication more effective, we need to shift our thinking from…
“What information do I need to convey?
to
“What question do I want customer/audience
to ask?”
CONCRETE
Help People Understand and Remember.
Use Velcro theory of memory. The more hooks in your message or idea, the better.Make them experience the idea.
Questions
• Remember the capital of the UK
• Remember the first line of “hey Jude”
• Remember the Mona Lisa
• Remember the house where you spent your childhood
• Remember the definition of “truth”
• Remember the definition of “an apple”
Abstract v Concrete
Concrete words are easier to remember.
• E.g. bicycle or tomato or dosage
Abstract makes things harder to understand as they are open to interpretation.
• E.g. justice or personality or efficacy.
CONCRETE
Invite people to be inclusive.
Don’t force people to join in, encourage them to contribute emphasising the value of their ideas.
CREDIBLE
Help People Believe.
External Credibility Use of authorities and antiauthorities.
Honesty and trustworthiness matters, not status!
CREDIBLE
Help People Believe
Internal Credibility• Boost Credibility – use vivid details
• Make statistics available. “Humanize” them.
4 out of 10 quit4 out of 10 quit
CREDIBLE
Help People Believe
Internal Credibility• Sinatra test – “if you can make it there,
you an make it anywhere.
EMOTIONAL
Make People Care.
Stay away from anything that needs analyzing!! Think of truth campaigns (anti –smoking)
EMOTIONAL
Appeal to Self – Interest
If you want people to care, tap into things that they care about.Emphasise benefits. Make them visualise. Think of higher levels of Maslow’s Hierarchy!
STORIES
Get People to Act!
“The right kind of story is, effectively, a simulation.
“Stories are like flight simulators for your brain!”
STORIES
• Get People to Act!
Inspirational Stories. Think of Jared from Subway’s story.
Stories that tell people about possibilities
Springboard stories.
From the Champix newsletter• :• Four members of the same family who smoked 90 to 95 cigarettes a week,
have successfully quit after using Champix • Grandmother Sally Newbury, 69, was a smoker for 50 years, lighting up
between 20 to 30 times a day, costing her more than £2,700 a year. She started taking Champix and hasn't had a cigarette since mid-March
• She sates, ‘The tablets really kill your cravings. My husband still smokes 10 a day and at first I asked him to smoke away from me but it doesn't bother me now as I'm not tempted.'
• Sally's daughter Janice Dugan said: 'I had tried to give up a few years ago but I only lasted five days. I would really recommend the tablets and now I can't stand the smell of cigarettes.'
• The family have saved enough money for a two-week holiday in Lanzarote • Another success story, Paul Dugan, 27, who started his Champix treatment
in April, said: 'I feel so much better. I've started going to the gym and my running is so much easier. And I can really taste my food.'
Six Principles of Sticky
• Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Stories
Thanks for listening!
Any questions