12 minutes | Jan 2, 2020

Make your message stick

As a leader, you will have a message — something that you want to communicate to your customers, your staff, the general public. Your message is important to you, so people should remember it. For that, it needs to be "sticky". If you want to persuade people, you should follow six basic principles that I will explain in this episode. The principles come from a great book called Made to Stick: Why Some Ideas Survive, and Others Die by Chip and Dan Heath. The authors analyzed lots of ideas and tried to find the magic sauce that made some of them viral, whereas others were quickly forgotten. Interestingly enough, it does not depend on the merits of the idea. Instead, six factors make it likely that people will remember it. A message should be simple unexpected concrete credible emotional told in stories ResourcesAbout my guestTranscriptSubscribeOther episodesThe book Made to Stick: Why Some Ideas Survive and Others Die is available as paperback, ebook and audio book. This is a solo episode without guests. If you are a leader, you will have a message, something that you want to sell, something that you want to convince people off, something that is important to you or your organization. And ideally you want to make sure that people remember what you have to say. You want to make it sticky, and this is what we're going to talk about today. How to craft a message that people remember and that is sticky. Stay tuned. If you have something to say, and I hope you do. Then you want to communicate that to two people in writing or through presentations or whatever other channel you have. Part. More importantly, you also want people to remember what you had to say and this is what we're going to talk about today. I will introduce you to a wonderful book that I find very, very helpful. I recommend that a lot, and that entails exactly with this, again, the exact title. It will be found. In the show notes. The book is called Made to Stick, and the subtitle is Why some ideas take hold and others come unstuck. It was written by two people, Chip and Dan Heath. It's now, I think in its third edition or something like that, and it's really, really helpful. What Chip and Dan Heath wanted to find out is, as the subtitle suggests, why some ideas are memorable, they're repeated, they stay on forever, whereas others get forgotten very quickly. And what is important to note here is that whether something gets remembered or not, it does not really have to do with the value, the objective of, well, you off the idea. It has to do with other things. So there is a lot of very useful things that somehow don't get attraction, whereas either very stupid or simply untrue stories that gets told and retold and retold again and they wanted to know or find out how that is or why that is. And they analyze lots of ideas, stories, products, and so on, and try to distill the essence of stickiness and they have come up with a set of very easy factors that I just want to go through with you here in this episode are that you can follow to make whatever you have to say, stickier. It is an acronym that comes out. It's called success. And the items or the, the factors that mega messaged sticky are simpleness unexpectedness, whether it's concrete, it's credible, it's emotional, and if it contains or whether it contains stories so that together makes the acronym success. So let's dive a little bit deeper into some of these items. And the first one is. In order to be sticky and idea has to be simple, by the way. Simple, not simplistic. That's a big difference. And often when I work with people, for example, who want to become better at public speaking, some of the things that I often witness is that people make things overly complex. They have so many great ideas and they want to all put them into this one speech. Or if we're talking about written something written, they want to all put it into this one book or this one publication.
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