How to Make Your Message Stick

What sets a successful message apart?

According to Chip and Dan Heath the answer lies in the power of persuasive communication. In Made to Stick: Why Some Ideas Survive and Others Die, the authors suggest that the key to idea success is to make the message “sticky”.

The framework that the Heaths identify pinpoints 6 basic, and often overlooked, principles that are extremely effective at increasing persuasiveness.

• Simple
• Unexpected
• Concrete
• Credible
• Emotion
• Story

At IN, we applied a few of the principles of stickiness to relevant ad examples in the food industry.  Next week we will begin a multi-part blog series we will explore how these principles have been used successfully and how you can use them to make your own messages stick!