| |
 What
is a Sticky Message?
One
that creates resonance and memory - in other words, a powerful
message that sticks in the mind of your customer.
This book is about creating communications
– either written or spoken that is more than memorable
– it’s powerful.
There’s an important theme in this
book about what all entrepreneurs want to create- memory
in their marketplace.
The authors use the acronym s.u.c.c.e.s.
to help you remember the elements of these messages. They
are:
- Simplicity: peel
an idea down to its essence and exclude anything superfluous.
Simple is good, simple and profound is best – think
of the Golden Rule as an example.
- Unexpectedness: What
makes a good joke work? The same thing that makes a message
memorable – it uses the element of surprise and
creates curiosity as well as engaging interest.
- Concreteness: Create
images that can be imagined by the average person with
simple language.
- Credibility: asking
simple questions that boils the main decision point into
a simple question?
- Emotions: People
don’t buy on intellect, they buy on emotion. Identify
the emotion that connects to your service or product.
- Stories: What is
the earliest learning tool we experience? Stories. Good
stories help us conjure up images of what the storyteller
is saying and like the picture books we remember from
our childhood, those images lock in.
Use this formula as a scorecard when
you are crafting your messages and you will find that they
land better and stick in people’s minds much, much
longer. |
