Made To Stick
description
Transcript of Made To Stick
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Darren Talbot
LAM
Territory 17
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The Tipping Point
• How trends happen.• Things that change
everyday life.• Epidemics –
messages and behaviours spread like a virus.
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Chip Heath & Dan Heath
Why Some Ideas Survive and Others Die
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What do we mean by “Stick”
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Stick
• Your ideas are understood
• Your ideas and messages are remembered.
• You have lasting impact
• That you change your audiences opinions or behaviour.
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There are 6 principles
• Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Stories
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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.
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SIMPLE
*Simple = Core + Compact
* Think proverbs
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UNEXPECTED
“if we want to motivate people to pay attention, we should seize the power of big surprises”
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UNEXPECTED
• Hold Attention Interest
Create mystery. Highlight a knowledge gap. Tease with information.
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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?”
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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.
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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”
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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.
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CONCRETE
Invite people to be inclusive.
Don’t force people to join in, encourage them to contribute emphasising the value of their ideas.
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CREDIBLE
Help People Believe.
External Credibility Use of authorities and antiauthorities.
Honesty and trustworthiness matters, not status!
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CREDIBLE
Help People Believe
Internal Credibility• Boost Credibility – use vivid details
• Make statistics available. “Humanize” them.
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4 out of 10 quit4 out of 10 quit
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CREDIBLE
Help People Believe
Internal Credibility• Sinatra test – “if you can make it there,
you an make it anywhere.
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EMOTIONAL
Make People Care.
Stay away from anything that needs analyzing!! Think of truth campaigns (anti –smoking)
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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!
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STORIES
Get People to Act!
“The right kind of story is, effectively, a simulation.
“Stories are like flight simulators for your brain!”
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STORIES
• Get People to Act!
Inspirational Stories. Think of Jared from Subway’s story.
Stories that tell people about possibilities
Springboard stories.
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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.'
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Six Principles of Sticky
• Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Stories
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Thanks for listening!
Any questions