Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
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Made to Stick by Chip and Dan Heath - With Advertisements To Test You!

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Made to stick has been the long time go-to book on advertising and creating a sticky message. Chip and Dan heath obviously get it, the book is packed full of examples of the 6 SUCCES principles of ...

Made to stick has been the long time go-to book on advertising and creating a sticky message. Chip and Dan heath obviously get it, the book is packed full of examples of the 6 SUCCES principles of sticky ideas. Simple, Unexpected, Concrete, Credible, Emotional and Stories.

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  • Simple, unexpected, storyMystique, vice, trust
  • Columbia professor Sheena Iyengar has been studying choice. For her research paper, “When Choice is Demotivating”, they ran a great test:
  • Surgeon Atul Gawande found that 65% of people surveyed said if they were to get cancer, they'd want to choose their own treatment. Among people surveyed who really do have cancer, only 12% of patients want to choose their own treatment.
  • David Rubin cognitive psychologist at Duke uses this exercise to illustrate how we use different types of memory
  • Jane elliot a 3rd grade teacher in Iowa
  • Unexpected, credible, emotional, storyMystique, vice,
  • Unexpected, emotional, Lust
  • Simple, Unexpected, concrete, emotionalPower, prestige, lust
  • Concrete Unexpected story simplePower, Prestige
  • Unexpected, emotional, storyAlarm
  • Simple, Unexpected, concretePower, lust
  • Unexpected, credible, storyPower, Mystique, vice
  • Unexpected, storyLust, vice
  • Unexpected, concrete, story, emotionalAlarm, Vice
  • Simple

Made to Stick by Chip and Dan Heath - With Advertisements To Test You! Made to Stick by Chip and Dan Heath - With Advertisements To Test You! Presentation Transcript

  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick Simple" Unexpected" Credible" Concrete" Emotional" Stories"
  • byChip&DanHeath Made to Stick 1. Simple
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick $5 ____ longs?
  • byChip&DanHeath Made to Stick Give people a familiar schema to help people think about your product
  • byChip&DanHeath Made to Stick What’s a Pomelo?
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick Having many choices seems appealing (40% vs 60% of people stopped to taste)
  • byChip&DanHeath Made to Stick Having too many choices made people 10 times less likely to buy (30% vs 3% of people actually bought)
  • byChip&DanHeath Made to Stick Less is almost always more.
  • byChip&DanHeath Made to Stick 2. Unexpected
  • byChip&DanHeath Made to Stick The original flight attendant speech on a Westjet flight
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick Nordstrom’s world-class customer service
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick 3. Concrete
  • byChip&DanHeath Made to Stick What’s the scariest urban legend you can remember?
  • byChip&DanHeath Made to Stick Specific people doing specific things
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick “High performance” is abstract a " “V12” is concrete
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick The velcro theory of memory
  • byChip&DanHeath Made to Stick April 4, 1968
  • byChip&DanHeath Made to Stick Brown eyes vs Blue eyes
  • byChip&DanHeath Made to Stick 4. Credible
  • byChip&DanHeath Made to Stick (1) Use an anti-authority (2) use concrete details (3) use statistics (4) use something called the Sinatra Test (testable credentials)
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick Use stats
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick From Stephen Covey’s “The 8th Habbit”! a poll of 23,000 employees…
  • byChip&DanHeath Made to Stick Only 37% said they have a clear understanding of what their organization is trying to achieve and why.
  • byChip&DanHeath Made to Stick Only one in five were enthusiastic about their team’s and organization’s goals.
  • byChip&DanHeath Made to Stick Only 15% felt their organization fully enables them to execute key goals.
  • byChip&DanHeath Made to Stick Only 20% fully trusted the organization they work for.
  • byChip&DanHeath Made to Stick To make these facts more credible….
  • byChip&DanHeath Made to Stick If a Soccer team had these same stats:" Only 4 out of 11 players on the field would know which goal is theirs
  • byChip&DanHeath Made to Stick Only 2 out of 11 would care. Only 2 of the 11 would know what positions they play and know exactly what they are supposed to do.
  • byChip&DanHeath Made to Stick "if I can make it there, I can make it anywhere.” -Frank Sinatra, New York, New York
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick 5. Emotional
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick 6. Stories
  • byChip&DanHeath Made to Stick Urban Legends
  • byChip&DanHeath Made to Stick Jarred
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick Now your turn! " Guess is it…" Simple" Unexpected" Credible" Concrete" Emotional" Stories"
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick
  • byChip&DanHeath Made to Stick @jephmaystruck" http://strategylab.ca" Thanks for watching!