Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

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

on

  • 3,314 views

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.

Statistics

Views

Total Views
3,314
Views on SlideShare
3,040
Embed Views
274

Actions

Likes
8
Downloads
157
Comments
1

4 Embeds 274

http://strategylab.ca 229
https://twitter.com 27
http://freshdev4.com 14
http://www.linkedin.com 4

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • If you liked this, you must chk out BillionairesBrain.com..
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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! Presentation Transcript

  • 1. byChip&DanHeath Made to Stick
  • 2. byChip&DanHeath Made to Stick Simple" Unexpected" Credible" Concrete" Emotional" Stories"
  • 3. byChip&DanHeath Made to Stick 1. Simple
  • 4. byChip&DanHeath Made to Stick
  • 5. byChip&DanHeath Made to Stick $5 ____ longs?
  • 6. byChip&DanHeath Made to Stick Give people a familiar schema to help people think about your product
  • 7. byChip&DanHeath Made to Stick What’s a Pomelo?
  • 8. byChip&DanHeath Made to Stick
  • 9. byChip&DanHeath Made to Stick
  • 10. byChip&DanHeath Made to Stick Having many choices seems appealing (40% vs 60% of people stopped to taste)
  • 11. byChip&DanHeath Made to Stick Having too many choices made people 10 times less likely to buy (30% vs 3% of people actually bought)
  • 12. byChip&DanHeath Made to Stick Less is almost always more.
  • 13. byChip&DanHeath Made to Stick 2. Unexpected
  • 14. byChip&DanHeath Made to Stick The original flight attendant speech on a Westjet flight
  • 15. byChip&DanHeath Made to Stick
  • 16. byChip&DanHeath Made to Stick Nordstrom’s world-class customer service
  • 17. byChip&DanHeath Made to Stick
  • 18. byChip&DanHeath Made to Stick 3. Concrete
  • 19. byChip&DanHeath Made to Stick What’s the scariest urban legend you can remember?
  • 20. byChip&DanHeath Made to Stick Specific people doing specific things
  • 21. byChip&DanHeath Made to Stick
  • 22. byChip&DanHeath Made to Stick “High performance” is abstract a " “V12” is concrete
  • 23. byChip&DanHeath Made to Stick
  • 24. byChip&DanHeath Made to Stick
  • 25. byChip&DanHeath Made to Stick The velcro theory of memory
  • 26. byChip&DanHeath Made to Stick April 4, 1968
  • 27. byChip&DanHeath Made to Stick Brown eyes vs Blue eyes
  • 28. byChip&DanHeath Made to Stick 4. Credible
  • 29. 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)
  • 30. byChip&DanHeath Made to Stick
  • 31. byChip&DanHeath Made to Stick
  • 32. byChip&DanHeath Made to Stick Use stats
  • 33. byChip&DanHeath Made to Stick
  • 34. byChip&DanHeath Made to Stick From Stephen Covey’s “The 8th Habbit”! a poll of 23,000 employees…
  • 35. byChip&DanHeath Made to Stick Only 37% said they have a clear understanding of what their organization is trying to achieve and why.
  • 36. byChip&DanHeath Made to Stick Only one in five were enthusiastic about their team’s and organization’s goals.
  • 37. byChip&DanHeath Made to Stick Only 15% felt their organization fully enables them to execute key goals.
  • 38. byChip&DanHeath Made to Stick Only 20% fully trusted the organization they work for.
  • 39. byChip&DanHeath Made to Stick To make these facts more credible….
  • 40. 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
  • 41. 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.
  • 42. byChip&DanHeath Made to Stick "if I can make it there, I can make it anywhere.” -Frank Sinatra, New York, New York
  • 43. byChip&DanHeath Made to Stick
  • 44. byChip&DanHeath Made to Stick 5. Emotional
  • 45. byChip&DanHeath Made to Stick
  • 46. byChip&DanHeath Made to Stick
  • 47. byChip&DanHeath Made to Stick
  • 48. byChip&DanHeath Made to Stick
  • 49. byChip&DanHeath Made to Stick
  • 50. byChip&DanHeath Made to Stick
  • 51. byChip&DanHeath Made to Stick
  • 52. byChip&DanHeath Made to Stick
  • 53. byChip&DanHeath Made to Stick 6. Stories
  • 54. byChip&DanHeath Made to Stick Urban Legends
  • 55. byChip&DanHeath Made to Stick Jarred
  • 56. byChip&DanHeath Made to Stick
  • 57. byChip&DanHeath Made to Stick
  • 58. byChip&DanHeath Made to Stick Now your turn! " Guess is it…" Simple" Unexpected" Credible" Concrete" Emotional" Stories"
  • 59. byChip&DanHeath Made to Stick
  • 60. byChip&DanHeath Made to Stick
  • 61. byChip&DanHeath Made to Stick
  • 62. byChip&DanHeath Made to Stick
  • 63. byChip&DanHeath Made to Stick
  • 64. byChip&DanHeath Made to Stick
  • 65. byChip&DanHeath Made to Stick
  • 66. byChip&DanHeath Made to Stick
  • 67. byChip&DanHeath Made to Stick
  • 68. byChip&DanHeath Made to Stick
  • 69. byChip&DanHeath Made to Stick
  • 70. byChip&DanHeath Made to Stick
  • 71. byChip&DanHeath Made to Stick
  • 72. byChip&DanHeath Made to Stick
  • 73. byChip&DanHeath Made to Stick
  • 74. byChip&DanHeath Made to Stick
  • 75. byChip&DanHeath Made to Stick
  • 76. byChip&DanHeath Made to Stick
  • 77. byChip&DanHeath Made to Stick
  • 78. byChip&DanHeath Made to Stick
  • 79. byChip&DanHeath Made to Stick
  • 80. byChip&DanHeath Made to Stick @jephmaystruck" http://strategylab.ca" Thanks for watching!