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 sticky ideas. Simple, Unexpected, Concrete, Credible, Emotional and Stories.
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Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
- 3. byChip&DanHeath Made to Stick 1. Simple
- 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?
- 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.
- 14. byChip&DanHeath Made to Stick The original flight attendant speech on a Westjet flight
- 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
- 22. byChip&DanHeath Made to Stick “High performance” is abstract a " “V12” is concrete
- 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)
- 32. byChip&DanHeath Made to Stick Use stats
- 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
- 44. byChip&DanHeath Made to Stick 5. Emotional
- 53. byChip&DanHeath Made to Stick 6. Stories
- 58. byChip&DanHeath Made to Stick Now your turn! " Guess is it…" Simple" Unexpected" Credible" Concrete" Emotional" Stories"
Editor's Notes
- 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