6 WAYS TO MAKE YOURIDEAS 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 2A medium sized butter popcorn has more fatsthan

1. A bacon-and-eggs 2. A BIG Mac & fries3. A steak dinner ALL COMBINED!

Which message sticks better?

Most of the people say Message 2.It is a perfect example ofpresenting 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

UCCES

implenexpectedoncreterediblemotionstories

SIMPLE

COREMESSAGE

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 ofyour audience.

Next step is to communicate it in aclear, compact and meaningful way. SIMPLE

Remember the popular video 'DumbWays to Die?

SIMPLE

Such simple and compact ideas helppeople

learn and remember a coremessage

help them make the right choicewhere there are a lot of options.

SIMPLE

UNEXPECTEDBREAK A PATTERNto get someone's attention. Do theunexpected. Surprise them!

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

UNEXPECTED

If you want your ideas to bestickier, you've got to

break someone's guessingpattern and then FIX IT!

UNEXPECTED

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

CONCRETE

These stories are sticky becauseof the way there were encoded.

The CONCRETE images evoked bythe fable - the grapes, the fox, thedismissive comment about sourgrapes - allowed its message topersist.

CONCRETE

Your brain hosts a number of loops.The more hooks an idea has, the

better it'll cling to memory.

Concrete language helpspeople, 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 believeideas?

If you have access to this guyor 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 thenumbers 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 peoplecare is to form an association betweensomething they don't yet care &something they do care.

EMOTIONAL

Appeal to their self-interest but also appealto their

- not only to the people they are rightnow but also to the people they would liketo be.

EMOTIONALIdentities

Stories makes usguess how we wouldhave in that situation.

STORIES

reacted

The NEXT BEST THING to experience a situation, is

the ABILITY to visualizeoneself in it.

STORIES

McDonald's found a bunch of ordinary folksaround the world whose skills are just asextraordinary as the pros. This Story leavesyou amazed, amused, and applauding!

STORIES

SUCCES

imple

nexpected

oncrete

redible

motions

tories

Lets

RECAP

Thank You & Lets Keep In Touch

@Hmarketer @Socialpaparazzi