How To Make Ideas Stick

6 WAYS TO
MAKE YOUR
IDEAS STICK
Social Media Case Studies based on a book
by Chip & Dan Heath

Message 1
A bag of popcorn has
of saturated fat.
37 grams

Message 2
A medium sized butter popcorn has more fats
than
1. A bacon-and-eggs
2. A BIG Mac & fries
3. A steak dinner
ALL COMBINED!

Which message sticks better?
Most of the people say Message 2.
It is a perfect example of
presenting an idea
IN A STICKY WAY

Thousands of
are born everyday.
IDEAS

Why do some ideas find
while others fail?
SUCCES

The answer lies in the question.
Yes, with a missing 'S'
SUCCESS
U
C
C
E
S
imple
nexpected
oncrete
redible
motions
tories

SIMPLE
CORE
MESSAGE
The first step is to be SIMPLE.
Not simple in terms of dumbing down!
What I mean by 'simple' is find the

Tap existing memory of
your audience.
Next step is to communicate it in a
clear, compact and meaningful way. SIMPLE

Remember the popular video 'Dumb
Ways to Die?
SIMPLE

Such simple and compact ideas help
people
learn and remember a core
message
help them make the right choice
where there are a lot of options.
SIMPLE

UNEXPECTED
BREAK A PATTERN
to get someone's attention. Do the
unexpected. Surprise them!

P&G's breaks a pattern with their
#LikeAGirl Campaign.
UNEXPECTED

If you want your ideas to be
stickier, you've got to
break someone's guessing
pattern and then FIX IT!
UNEXPECTED

Heard the Aesop fables like 'The
Fox and the Grapes'? or
'The Boy who cried wolf'?
CONCRETE

These stories are sticky because
of the way there were encoded.
The CONCRETE images evoked by
the fable - the grapes, the fox, the
dismissive comment about sour
grapes - allowed its message to
persist.
CONCRETE

Your brain hosts a number of loops.
The more hooks an idea has, the
better it'll cling to memory.
Concrete language helps
people, especially novices,
understand new concepts.
CONCRETE

CREDIBLE
We believe...
- Because our parents / friends believe.
- Because we've had experiences
- Because we trust authorities
What makes us believe
ideas?

If you have access to this guy
or a renowned celebrity, skip
this part.
The rest of us can tap the credibility of Anti-Authorities
CREDIBLE

A commercial claiming that a new shampoo
makes your hair bouncier has less
credibility than a friend who raves about
how a new shampoo made her hair
bouncier. Well duh, the company wants to
sell it. Your friend doesn't. So she gets more
trust points. YOUR friend is the ANTI-AUTHORITY
CREDIBLE

Use statistics to illustrate the underlying relationship than the
numbers themselves.
CREDIBLE

Not numbers.
Appeal to their self-interest.
What's In It For Them
EMOTIONAL
People care about people.
WIIFT

The most basic way to make people
care is to form an association between
something they don't yet care &
something they do care.
EMOTIONAL

Appeal to their self-interest but also appeal
to their
- not only to the people they are right
now but also to the people they would like
to be.
EMOTIONAL
Identities

Stories makes us
guess how we would
have
in that situation.
STORIES
reacted

The NEXT BEST THING
to experience a situation, is
the ABILITY to visualize
oneself in it.
STORIES

McDonald's found a bunch of ordinary folks
around the world whose skills are just as
extraordinary as the pros. This Story leaves
you amazed, amused, and applauding!
STORIES

S
U
C
C
E
S
imple
nexpected
oncrete
redible
motions
tories
Lets
RECAP

Thank You & Lets Keep In Touch
@Hmarketer @Socialpaparazzi

How To Make Ideas Stick

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How To Make Ideas Stick