Ideas That Stick                              Marketing Power Tell, Gel, Sell: Motivate, Convince & Move to Action        ...
Would you like to…1.   Convince customers your solutions are best?2.   Inspire with ideas & results people believe?3.   In...
Why Create Ideas that Stick?        We are inundated with messages            Hard for consumer to differentiate       ...
A Good Read…In the book “Why some ideas surviveand others die: Made to Stick” byChip Heath & Dan Heath, theauthors describ...
Six Elements of Ideas That Stick               Simple               Stories    Credible                 Emotional         ...
An Example of a Sticky Idea   The Halloween Candy Scare       In the 60’s & 70’s you heard of sadists        putting raz...
6 Elements of Ideas That Stick relatedto The Halloween Candy Scare1.   Simple – razors are scary!2.   Unexpected – why’d t...
The Halloween Candy Twist   Sticky idea       Halloween is muddied by some wacko’s        who want to harm children   B...
The Truth About Halloween Candy   Two children died on Halloween from    1958 to 1985       A 5 year-old found his uncle...
Sticky Ideas: Whether True or Not   Stories like tainted Halloween    Candy & people waking up in an ice    bath only to ...
Elements of Ideas That Stick1.       Simple     •     Identify the simple truth of what you stand for; it           guides...
Elements of Ideas That Stick (cont.)2.   Unexpected     •   Things are memorable when they         surprise you     •   At...
Elements of Ideas That Stick (cont.)3.   Concrete     •   Give your customer a context within         which to frame your ...
Elements of Ideas That Stick (cont.)4.       Credible     •     In the 80s, 2 researchers in Perth Australia found        ...
Elements of Ideas That Stick (cont.)5.   Emotional     •   An individual portrait or case study         strikes a more imp...
Elements of Ideas That Stick (cont.)       6.   Stories            •     A great way to weave the prevoius                ...
6 Elements of Ideas That Stick relatedto Jared’s Subway Diet1.   Simple – Eat a subway sandwich     every day for lunch & ...
Present Ideas & Solutions That Stick   Present your idea around these elements:       Simple       Unexpected       Co...
John Stuppy background…   EDUMETRIX, Principal       Finds education technology products & services that work       Sec...
Stuppy: Ideas that Stick   20
Upcoming SlideShare
Loading in...5
×

Stuppy Edumetrix Ideas That Stick

1,238

Published on

There are six elements that make your marketing and sales messages sticky and move your customers to action.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,238
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
37
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Stuppy Edumetrix Ideas That Stick"

  1. 1. Ideas That Stick Marketing Power Tell, Gel, Sell: Motivate, Convince & Move to Action John Stuppy, MBA, Ph.D. john@edumetrix.com www.edumetrix.com JohnStuppy.com Stuppy: Ideas that Stick 1
  2. 2. Would you like to…1. Convince customers your solutions are best?2. Inspire with ideas & results people believe?3. Increase your standing in your industry?4. Move customers to action?Want to increase sales, profit, credibility & value?Then implement this six-point plan. It willmake your marketing and salesmessages STICK. Stuppy: Ideas that Stick 2
  3. 3. Why Create Ideas that Stick?  We are inundated with messages  Hard for consumer to differentiate  You need to rise above the “clutter”  There are many voices but you want your marketing messages to cut through  Sticky ideas produce results  Tell, gel & sell – stand out & get resultsBuild your brand, increase sales &company value and achieve results. Stuppy: Ideas that Stick 3
  4. 4. A Good Read…In the book “Why some ideas surviveand others die: Made to Stick” byChip Heath & Dan Heath, theauthors describe six things necessaryfor ideas that stick… Stuppy: Ideas that Stick 4
  5. 5. Six Elements of Ideas That Stick Simple Stories Credible Emotional Stuppy: Ideas that Stick 5
  6. 6. An Example of a Sticky Idea The Halloween Candy Scare  In the 60’s & 70’s you heard of sadists putting razor blades in apples & candy  Parents checked candy, hospitals x-ray  An ABC News poll in ’85 found 60% of parents worried about Halloween candy  To this day, parents are concerned This candy scare (and urban legends) have all 6 elements Stuppy: Ideas that Stick 6
  7. 7. 6 Elements of Ideas That Stick relatedto The Halloween Candy Scare1. Simple – razors are scary!2. Unexpected – why’d they do it?3. Concrete – clear & present danger4. Credible – it’s been widely reported5. Emotional – this is terrible!6. Stories – did you hear? Pass it on… Stuppy: Ideas that Stick 7
  8. 8. The Halloween Candy Twist Sticky idea  Halloween is muddied by some wacko’s who want to harm children But the fact  In 1985 researchers investigated and discovered the Halloween Candy Scare was a myth!  Not one reported Halloween incident since 1958 was the result of strangers causing kids harm Stuppy: Ideas that Stick 8
  9. 9. The Truth About Halloween Candy Two children died on Halloween from 1958 to 1985  A 5 year-old found his uncle’s heroin & overdosed; his relatives tried to cover by sprinkling the heroin on the kid’s candy  A father poisoned his son’s candy with cyanide to collect on insurance The take-away  Candy from strangers is OK. Worry about family! Stuppy: Ideas that Stick 9
  10. 10. Sticky Ideas: Whether True or Not Stories like tainted Halloween Candy & people waking up in an ice bath only to discover their kidney was surgically stolen are believed and retold because they have the 6 elements of sticky ideas Learn to use the six elements to tell your worthwhile message! Stuppy: Ideas that Stick 10
  11. 11. Elements of Ideas That Stick1. Simple • Identify the simple truth of what you stand for; it guides all decisions. • “If you say 3 things you dont say anything” • Complexity takes a toll • When students were asked if they want to (1) attend a lecture by an author they admire or (2) study at the library, 21% chose the library • When students were asked if they want to (1) attend the lecture, (2) go to the library or (3) watch a foreign film, 41% chose the library • A more complex set of choices can significantly shift the outcome Stuppy: Ideas that Stick 11
  12. 12. Elements of Ideas That Stick (cont.)2. Unexpected • Things are memorable when they surprise you • At the start of a recent Delta trip, my flight attendant said “We’re now diming the cabin lights to make the person on your right more attractive.” We all paid attention after that. Stuppy: Ideas that Stick 12
  13. 13. Elements of Ideas That Stick (cont.)3. Concrete • Give your customer a context within which to frame your solution or idea • Provide statistics and examples to bring your idea or claim to life • Concrete ideas appeal to the senses • A V-8’s engine roar is concrete • “Hi performance” is abstract Stuppy: Ideas that Stick 13
  14. 14. Elements of Ideas That Stick (cont.)4. Credible • In the 80s, 2 researchers in Perth Australia found that ulcers are caused by bacteria. But no one believed them • Common sense said stomach acid was to blame and would kill bacteria anyway • The 2 didn’t fit the mold of typical researchers • Perth is not the usual birthplace of innovations • To persuade a skeptical audience to believe a new message, your spokesperson must be credible • Details in your story add credibility • Site important customers who have adopted your solution or idea Stuppy: Ideas that Stick 14
  15. 15. Elements of Ideas That Stick (cont.)5. Emotional • An individual portrait or case study strikes a more impactful cord than a mountain of group statistics • Relate your idea to individual audience members – solve their problems and address their concerns Stuppy: Ideas that Stick 15
  16. 16. Elements of Ideas That Stick (cont.) 6. Stories • A great way to weave the prevoius five elements together so they stick • Politicians tell memorable & touching stories to illustrate their point Simple StoriesCredible Emotional Stuppy: Ideas that Stick 16
  17. 17. 6 Elements of Ideas That Stick relatedto Jared’s Subway Diet1. Simple – Eat a subway sandwich every day for lunch & lose weight2. Unexpected – Eat fast food & lose?3. Concrete – Subway food is healthy4. Credible – The scale tells the tale5. Emotional – I want to look great!6. Stories – Did you hear? Let’s do lunch! Stuppy: Ideas that Stick 17
  18. 18. Present Ideas & Solutions That Stick Present your idea around these elements:  Simple  Unexpected  Concrete  Credible  Emotional  Stories Your message will be remembered and talked about Stuppy: Ideas that Stick 18
  19. 19. John Stuppy background… EDUMETRIX, Principal  Finds education technology products & services that work  Secure the capital and provide the leadership companies need to replicate, scale and dominate their market.  Areas of expertise: funding, technology, startup, marketing, sales, operations, e-learning, branding, student achievement, test-prep, face-to-face & online tutoring, charter schools, instructional supervision, professional development. TutorVista, President  Grew company 825%/year for 2 years to serve 500,000 students in 29 countries; Raised $36M from Sequoia, etc.  Featured/interviewed on ABC, NBC, CBS & Fox News, NBC Today Show; time magazine and in The NY Times, The Wall Street Journal & SF Chronicle.  Sold a stake to Pearson Stuppy: Ideas that Stick 19
  20. 20. Stuppy: Ideas that Stick 20
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×