Making your ideas stick

How to make your ideas understood, memorable and convincing? In Made to Stick to wear, Chip and Dan Heath in the lives of six proven strategies. With many examples and convincing evidence, we will discuss how to make your message simple, unexpected, concrete, credible, emotional and / or a story can help to influence the stick in people's minds and their thinking or behavior.

simple ideas are easy to understand and remember. A focus is easier than three (or ten). A goodTagline or slogan captures the essence of the message. Replace metaphors to think of something easy (well known) it is difficult for something (a new concept or relation). Proverbs are simple yet profound "short sentences drawn from long experience."

Draw attention to unexpected ideas. The surprise element is a hook. As a social psychologist Robert Cialdini explains Influence: The Psychology of Persuasion "Did you hear the experience Aha, well enough Aha!The experience is much more satisfying when it is preceded by Huh? Experience. "Piquing the curiosity of an information gap, creating a psychological need to fill this gap. A good story opens raises questions and opens up situations that play to the universal desire for closure, keeps us busy.

concrete ideas, such as simple to understand and help us remember. abstract figures (ie statistics) are much more effective if in reference to something that we know what wordson a human scale, something concrete. Imagine the size of 5,000 nuclear warheads-hard to wrap your head around. Now imagine an audience of 5,000 BB poured into a metal bucket, each potentially destructive as the Hiroshima bomb, a bold and memorable statement of the arms race.

course must be abstract concepts concrete to build the "floor". Props are concrete ideas, is the role of direct experience and taps analogy in what we already know.

CREDIBILITYThe elements make us think and agree with the idea. We tend to charge and "anti-authority," the qualified experts or celebrities, but their experience as their spokesman credible to believe. New information that shakes our hypothesis is a little 'sticky'. studies of See-it-yourself to build credibility for allowing us to test the claims made. The provision also increases the buy-in to a particular topic, even if it is irrelevant to the topic! This wasa mock trial, where jurors believed testimony irrelevant details rather than "only the evidence of the facts' filled. Details help jurors picture the scenario presented, making it believable.

EMOTION makes us focus on a message. The drama of a girl of 7 years in Africa is much more powerful than the statistics on hunger in the continent. For us to do something, an emotional response is required. The statistics put us in an analytical way (to the leftBrain) mood disturb our emotional (right brain) response. So what makes people care? Link the your cause with something that she cares about. the personal interest. What's in it for them? In the sales go through that list of benefits of the service, the depth to the views of the core emotional needs, or painting an enticing picture ... "Imagine ..." "Seeing is believing ..." the appeal of identity. For example, the implication behind the highly successful Do not Mess With Texas anti-litteringCampaign was that the Texans do not throw real.

STORIES inspires us and moves us to act. They simulate real life experience for us. The Heath brothers cite three basic "plot" to follow almost all the stories:

CHALLENGE appeals the property of perseverance, courage, stimulating ... David & Goliath ... Rosa Parks.
the land bridges gaps CONNECTION inspire us to help others and to be more tolerant ... of the Good Samaritan.
CREATIVITY 'describes the findings of action and spiritualInnovations ... Isaac Newton and the apple fall.
Most of these devices sticky you can use in your sales or educational applications, the most memorable and your idea is likely to be convincing. In the genre of The Tipping Point, Made to Stick is a recommended reading social psychology and human nature.