BU121 Lecture Notes - Lecture 6: Hot Tub, Lebron James, Life Insurance
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Sticky: understandable, memorable, and effective in changing thought or behaviour. Urban legends these would be something sticky. Interesting but not sensational, truthful but not mind-blowing, and i(cid:373)porta(cid:374)t (cid:271)ut (cid:374)ot (cid:858)life or death(cid:859) Because its your message and its obvious to you, you are not going to feel the need to deliberately put these needs into your message. E. g. tapping a song you wont get it if you were guessing the song: simplicity. Matter of force periodization: do(cid:374)(cid:859)t (cid:858)(cid:271)ur(cid:455) the lead(cid:859) peel your pitch until you get to the core message, you k(cid:374)o(cid:449) (cid:449)hat the poi(cid:374)t is, do(cid:374)(cid:859)t (cid:272)o(cid:448)er it (cid:449)ith (cid:272)o(cid:373)ple(cid:454) (cid:449)ords. Use proverbs short ways of saying stuff that speak loudly. Use existing schema if your trying to say something complicated use so(cid:373)ethi(cid:374)g that(cid:859)s i(cid:374) (cid:455)our (cid:373)i(cid:374)d: use analogies, use generative metaphors, unexpectedness. Break a pattern: e. g. coke giving out free coke through machine and stuff like that. Bu121 week 3: nordstro(cid:373)(cid:859)s very high level of service.
