Top 10 List of Tips for Making Your Ideas Stick

Tip 1: Break expectations. Your audience will walk with certain assumptions about your message. If you think these assumptions are wrong, you immediately confront. Effective teachers do this well. Imagine an eight-grade class science: “The earth feels pretty solid, right? But it appears that the surface of the planet rides on big moves plates, and if we understand how they move, we can form the continents understand the world and we can understand how mountains and volcanoes are formed. “

Tip 2: Create a “proverb.” We tend to look down on the sound bites, think that “breath” should mean oversimplification. But use of proverbs as your inspiration. Proverbs are short sentences that carry deep meaning – think of the wisdom contained in one short sentence, as packaged, “A bird in the hand is worth two in the bush.”

Tip 3: Be concrete. Concrete helps people make choices and take action. Saddleback Church in California has given a fictitious couple, Saddleback Sam and Samantha, who embody the prototypical features of the type member of the community that the church wants to achieve. It is easier for members to plan outreach activities when “Sam and Samantha” in mind, compared with a more abstract description, such as a dual-income, upper middle class, professional couple. ”

Tip 4: Use stories. People will remember your stories, not your pontifications. Punch by the passing centuries, but Aesop’s Thesis sentences would not have 10 minutes. Carefully choose your stories, so after the fact, your audience can reconstruct your core meaning, just like we can do with “The fox and the grapes.”

Tip 5: Use an analogy. You can complex ideas quickly by using what people already know. That’s what analogies do – they create links between new ideas and ideas that people have already learned. Hollywood movies, for example, are pitched in terms of analogies with other films. The movie was Alien was pitched as “Jaws on a spaceship.” That pitch brings a tremendous amount of information in four words.

Tip 6: Leave the people to test for themselves. People love to try before they buy. The same applies with your ideas. Give people a “test” that allows them to confirm for himself whether your idea is credible. For example, the Wendy’s “Where’s the Beef?” campaign depends on the ability of customers to see that Wendy’s beef patties were higher than those of competitors.

Tip 7: Make a curiosity gap. Research says we feel curious if there is a gap between what we know and what we want to know. You need your audience to tease with what they do not know. For example, think of how the local evening news programs to promote themselves: “There is a drug sweep by high schools – and it may be in your medicine cabinet!”

Tip 8: Focus on people, not the “big picture”. Mother Teresa once said: “When I look at the mass, I will never do. When I look at the one, I will.” Lots of good seek to attract our support by focusing on specific human beings – “For $ 20 a month you can sponsor Rokia, a 7-year-old girl in Kenya” – instead of large abstract causes such as poverty in Africa. This phenomenon works just as well in the business context. Do not talk about “improving customer service,” talk about how certain people should behave differently.

Tip 9: Use human scale statistics. It’s hard to stick numbers, but if you must use statistics to your claim rates, particularly to frame them in a way that they can be understood. For example, it is difficult to picture the size of a $ 300,000,000 public programs. But it is easier to picture the scale as you describe it as a program that provides about one dollar per year on every man, woman and child in the United States.

Tip 10: say one thing, not 5 things. A famous trial lawyer said, “If you tell five things, anything you say.” It is vital that we strip our idea to the core. A famous example of useful simplicity was the theme of 1992 Clinton presidential campaign, written by James Carville: “It’s the economy, stupid.”

Copyright? 2009 Chip and Dan Heath co-author of Made to Stick: Why some ideas survive and others die

Author Bios
Chip Heath, co-author of Made to Stick: Why some ideas survive and others die, is a professor of organizational behavior at the Graduate School of Business at Stanford University. He lives in Los Gatos, California.

Dan Heath, co-author of Made to Stick: Why some ideas survive and others die, is an adviser to the policy programs of the Aspen Institute. A former researcher at the Harvard Business School, he is co-founder of Think Well, an innovative new media textbook company. He lives in Raleigh, North Carolina.

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