BU121 Study Guide - Midterm Guide: Fathom

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23 Feb 2017
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Sticky Communication
What Sticks?
o Understandable, memorable, and effective in changing thought or behaviour
o Are concepts created interesting or made so?
Communication bridges the gap between concept and interest
Not just the What of the communication, but the How
The Curse of Knowledge
o When we know something, it is hard to imagine not knowing it (cannot communicate
ideas clearly)
o Your vast knowledge and experience makes it hard to fathom how little someone else
knows
o You start to thik that you do’t eed to consider the principles of sticky communication
S-uccess Model
Simplicity
o Find and communicate the core of the message
o This make the message easy to remember
o No pla suries cotact ith the eey
s-U-ccess Model
Unexpectedness
o Surprise the audience, create an interest
o Opens gaps in knowledge then fills them
o Violates expectations, uncommon sense, counterintuitive
su-C-cess Model
Concrete
o Keep ideas succinct and fixed more clear
o Imagery the audience can visualize
suc-C-ess Model
Credibility
o Use internal (statistics, vivid details, testable credentials) as well as external (experts,
celebrities, and anti-authorities) credibility to make the audience believe in your
statements
succ-E-ss Model
Emotions
o Use emotions to your advantages by appealing to the receier’s self iterest, eotios
or identity
o Get people to care about your message and feel
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