creating a sticky message
DESCRIPTION
Based on "Made to stick" by Chip and Dan Heath Learn the SUCCES principles. Create messages that stays with your audienceTRANSCRIPT
Effective Messages Mohammad Tawfik
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Delivering a message that stays with the audience
Mohammad Tawfik
Effective Messages Mohammad Tawfik
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A friend of a friend …
Effective Messages Mohammad Tawfik
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Urban Legends
• The Kidney heist
• You use only 10% of your brain
• The KFC chicken
Effective Messages Mohammad Tawfik
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Made to Stick
Effective Messages Mohammad Tawfik
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SUCCES Principles
• Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Story
Effective Messages Mohammad Tawfik
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Principle #1- Simple
“If you argue ten points, even if each is a good one, the jury won’t
remember any”
Effective Messages Mohammad Tawfik
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• Commander Intents
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• News core idea
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• The low-fare airline
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• Compact
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Make it simple!
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Principle #2- Unexpected
Surprise always grabs people attention
Effective Messages Mohammad Tawfik
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The Enclave
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• Break a pattern
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• Mysteries are powerful
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• Change your thinking from “What information do I need to convey?” to “what questions do I want my audience to ask?”
Convert
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Make it unexpected!
Effective Messages Mohammad Tawfik
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Principle #3- Concrete
Avoid ambiguity and abstraction
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• A bird in the hand …
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• Use metaphors
Effective Messages Mohammad Tawfik
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• Appeal directly to senses
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The mission to the moon
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Make it concrete!
Effective Messages Mohammad Tawfik
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Principle #4- Credible
Ideas have to have their own credentials and draw people into
testing them
Effective Messages Mohammad Tawfik
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External credibility
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• The research told us …
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• The president said …
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• My father said!
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Internal credibility
Effective Messages Mohammad Tawfik
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• Details
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• Statistics
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• The Sinatra test
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Where is the Beef?
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• Testable credentials
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The NBA new Recruits!
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Make it credible!
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Principle #5- Emotional
We are wired to feel things for people not abstractions
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The Crying Indian
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Russian Roulette
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Think, Don’t Smoke
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• For people to take action, they have to care
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• Form associations between something they don’t care about with something they care about
What if is this was your child?
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• People matter to themselves
Drugs will kill you!
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Your Brain on Drugs
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• Emphasize benefits not features
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• People care about individuals not nations!
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Make it Emotional!
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Principle #6- Story
Hearing a story acts like a mental flight simulator
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• A good story provides inspiration
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• It moves people to take action
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Jared-Subway story
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• Challenge plots inspire us to act
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• Connection plots inspire social relations
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• Creativity plots inspire us to innovate
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• Springboard plots inspire possibilities
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• Stories defeat the curse of knowledge
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Stories
Concrete
Credible
Emotional
Unexpected
Effective Messages Mohammad Tawfik
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Tell a story!
Effective Messages Mohammad Tawfik
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Sticky ideas are …
Simple
Unexpected
Concrete
Credible
Emotional
Stories