How To Make Ideas Stick
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Based on Chip & Dan Heath's bestseller 'Made to Stick', this slide deck shows how we can apply 6 rules to make our own messages “stick”. With social media case studies from Mc Donalds Gol! World Cup Brasil commercial, P&G's #LikeAGirl campaign, Dumb Ways to Die and more.
Transcript of 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