Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Delivering a message that stays
with the...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
A friend of a friend …
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Urban Legends
• The Kidney heist
• You u...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Made to Stick
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
SUCCES Principles
• Simple
• Unexpected
...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Principle #1- Simple
“If you argue ten p...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Commander Intents
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• News core idea
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• The low-fare airline
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Compact
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Make it simple!
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Principle #2- Unexpected
Surprise always...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
The Enclave
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Break a pattern
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Mysteries are powerful
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Change your thinking from “What inform...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Make it unexpected!
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Principle #3- Concrete
Avoid ambiguity a...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• A bird in the hand …
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Use metaphors
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Appeal directly to senses
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
The mission to the moon
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Make it concrete!
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Principle #4- Credible
Ideas have to hav...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
External credibility
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• The research told us …
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• The president said …
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• My father said!
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Internal credibility
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Details
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Statistics
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• The Sinatra test
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Where is the Beef?
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Testable credentials
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
The NBA new Recruits!
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Make it credible!
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Principle #5- Emotional
We are wired to ...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
The Crying Indian
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Russian Roulette
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Think, Don’t Smoke
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• For people to take action, they have t...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Form associations between something th...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• People matter to themselves
Drugs will...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Your Brain on Drugs
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Emphasize benefits not features
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• People care about individuals not nati...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Make it Emotional!
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Principle #6- Story
Hearing a story acts...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• A good story provides inspiration
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• It moves people to take action
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Jared-Subway story
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Challenge plots inspire us to act
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Connection plots inspire social relati...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Creativity plots inspire us to innovate
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Springboard plots inspire possibilities
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
• Stories defeat the curse of knowledge
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Stories
Concrete
Credible
Emotional
Unex...
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Tell a story!
Effective Messages
Mohammad Tawfik
#WikiCourses
http://WikiCourses.WikiSpaces.com
Sticky
ideas
are …
Simple
Unexpected
Con...
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Creating a Sticky message

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Based on "Made to stick" by Chip and Dan Heath
Learn the SUCCES principles.
Create messages that stays with your audience

Published in: Education, Business
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Creating a Sticky message

  1. 1. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Delivering a message that stays with the audience Mohammad Tawfik
  2. 2. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com A friend of a friend …
  3. 3. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Urban Legends • The Kidney heist • You use only 10% of your brain • The KFC chicken
  4. 4. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Made to Stick
  5. 5. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com SUCCES Principles • Simple • Unexpected • Concrete • Credible • Emotional • Story
  6. 6. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #1- Simple “If you argue ten points, even if each is a good one, the jury won’t remember any”
  7. 7. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Commander Intents
  8. 8. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • News core idea
  9. 9. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • The low-fare airline
  10. 10. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Compact
  11. 11. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Make it simple!
  12. 12. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #2- Unexpected Surprise always grabs people attention
  13. 13. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com The Enclave
  14. 14. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Break a pattern
  15. 15. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Mysteries are powerful
  16. 16. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Change your thinking from “What information do I need to convey?” to “what questions do I want my audience to ask?” Convert
  17. 17. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Make it unexpected!
  18. 18. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #3- Concrete Avoid ambiguity and abstraction
  19. 19. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • A bird in the hand …
  20. 20. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Use metaphors
  21. 21. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Appeal directly to senses
  22. 22. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com The mission to the moon
  23. 23. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Make it concrete!
  24. 24. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #4- Credible Ideas have to have their own credentials and draw people into testing them
  25. 25. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com External credibility
  26. 26. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • The research told us …
  27. 27. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • The president said …
  28. 28. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • My father said!
  29. 29. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Internal credibility
  30. 30. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Details
  31. 31. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Statistics
  32. 32. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • The Sinatra test
  33. 33. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Where is the Beef?
  34. 34. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Testable credentials
  35. 35. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com The NBA new Recruits!
  36. 36. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Make it credible!
  37. 37. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #5- Emotional We are wired to feel things for people not abstractions
  38. 38. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com The Crying Indian
  39. 39. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Russian Roulette
  40. 40. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Think, Don’t Smoke
  41. 41. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • For people to take action, they have to care
  42. 42. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Form associations between something they don’t care about with something they care about What if is this was your child?
  43. 43. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • People matter to themselves Drugs will kill you!
  44. 44. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Your Brain on Drugs
  45. 45. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Emphasize benefits not features
  46. 46. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • People care about individuals not nations!
  47. 47. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Make it Emotional!
  48. 48. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #6- Story Hearing a story acts like a mental flight simulator
  49. 49. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • A good story provides inspiration
  50. 50. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • It moves people to take action
  51. 51. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Jared-Subway story
  52. 52. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Challenge plots inspire us to act
  53. 53. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Connection plots inspire social relations
  54. 54. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Creativity plots inspire us to innovate
  55. 55. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Springboard plots inspire possibilities
  56. 56. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Stories defeat the curse of knowledge
  57. 57. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Stories Concrete Credible Emotional Unexpected
  58. 58. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Tell a story!
  59. 59. Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Sticky ideas are … Simple Unexpected Concrete Credible Emotional Stories
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