We should always keep our ears and eyes open, because there’s no telling where we can learn fundamental lessons in marketing communications – from long-gone presidents to tattooed bikers. Here’s what I mean…
making ideas sticky
A recent book entitled Made to Stick: Why Some Ideas Survive and Others Die, written by brothers Chip and Dan Heath, focuses on the six characteristics that make ideas memorable (“sticky”). To be sticky, they say, ideas have to be: • Simple • Unexpected • Concrete
• Credible • Emotional • And tell a story. While it’s kind of hokey that these key words spell out SUCCESS, the authors have hit it on the head in more ways than one; the six characteristics that make ideas sticky make writing sticky too.