Wednesday, January 16, 2013
Communication that Sticks
‒ "sticky= understandable, memorable and effective in changing thought or behaviour"
‒ Urban legends- are ideas born interesting or made interesting?
‒ Simple = core + compact
Find "core" of message
• "commander's intent" - even if other things change, you're still trying to get to end
goal (forced prioritization)
‒ Use proverbs
‒ Be simple but profound -> use existing schema, analogies, generative metaphors
‒ Get audience to pay attention
‒ Need surprise and interest, violate expectations
‒ Be counterintuitive - uncommon sense
‒ Generate interest and curiosity-> open gaps in knowledge, give context, fill those gaps
‒ Make ideas clear
‒ Fill with concrete images-> "sour grapes", brown eyes/blue eyes, hamburger helper
‒ Make them believe
‒ External credibility - authorities, experts, celebrities, 'anti-authorities'
‒ Internal credibility- vivid details, statistics (rel