Class 2mkt


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From Made to Stick

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Class 2mkt

  1. 1. Make it Stick
  2. 2. spontaneous impatient AmbitiousMotivated *(3) Open minded (9) Not patient at allCurious (13) Good temper Don‘t have many ideasOrganized (5) Daft Creative (?)Friendly Writer DreamyHigh heel girl spiritual MessyDetermined Connected HonestOften smiling Brunette talkativeI believe in god perfectionist Risk takingEntrepeneur Hard working (3)
  3. 3. 1. SIMPLE2. UNEXPECTED3. CONCRETE4. CREDIBLE5. EMOTIONAL6. STORIESFrom Made to Stick by Heath Brothers
  4. 4.  A successful defense lawyer says, ―If you argue ten points, even if each is a good point, when they get back to the jury room they won‘t remember any.‖.
  5. 5.  1. Who Who are you talking to? What do they need to know; want to know; How do they prefer receiving the info What/How The Message(what you Need to say): and How do you need to say2. Why it to be effective?Why are you having this conversation– your motive?
  6. 6.  The more we reduce the amount of information; the stickier it will be. Describe with clear, concrete specific words. Simplify by taking out any extra ―baggage‖ words Avoid large clauses which are weighty and add little Try to weigh the sentence with the most important point at the end. Combine sentences to minimize ideas
  7. 7.  Mark Twain: ―I apologize for writing you a long letter, but I didn‘t have time to write you a short one‖
  8. 8.  Some guidelines for concise writing:
  9. 9.  Heres a list of some words and phrases that can often be pruned away to make sentences clearer : kind of definitely sort of actually type of generally really individual basically specific for all intents and particular purposes
  10. 10. Many pairs of words imply each other. Finish implies complete, so thephrase completely finish is redundant in most cases. past memories various differences end result each individual _______ final outcome basic fundamentals free gift true facts past history important essentials unexpected surprise future plans sudden crisis terrible tragedy
  11. 11.  Words like : Nice Great Interesting Curious Important Open-minded AwesomeIn these cases it‘s worthwile to add a few words to DESCRIBE the experience instead of giving us the ―label‖
  12. 12.  Use action words instead of general terms ones Use active form rather than passive Question every word in the sentence Combine sentences
  13. 13.  We were searching for a professor who had experience At this point in time we have not as yet made a decision on the date.
  14. 14.  It needs to be compact, and, thought provoking.
  15. 15.  Look at this list: J FKFB INAT OUP SNA SAU NESC OYou have one minute to remember it.
  16. 16.  Jfk fbi nato ups nasa unesco Why?
  17. 17. You want to always make it as easy as possible for the receiver to get the core idea.You will get a lot more ―bang for the buck‖ by connecting with already known ideas and held values.
  18. 18.  For example : the pomelo is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink flesh and can vary from juicy to slightly dry and from seductively spicy sweet to tangy and tart.
  19. 19.  The pomelo is basically a supersized grape fruit with a very thick and soft rind. ANALOGIES FALL INTO THE SAME FAMILY THEY ANCHOR ON TO WHAT WE ALREADY ―KNOW‖
  20. 20.  Aesop‘s fables are a good example They have survived for 2,500 years. ◦ ―sour grapes‖ are known through out the world They encode human nature in stories represented with specific actors and specific actions— The grapes, the fox, the dismissive comment Imagine if instead he had just said, ― hey, if you can‘t have it forget about it‖. How many years would that have existed?
  21. 21.  Trader joes‘ is a specialty store that carries exotic food at low prices. For example you can get a half a liter of Mexican chili soup for $1.99 They define their customer target profile as ◦ An unemployed college professor who drives a very very used volvo. ◦ It‘s a very simplified caricature of their client. But it gives everyone a strong, clear image. And it gives them a common image.
  22. 22.  They allow small ideas to explode into meaning. Think how far two words ―sour grapes‖ can go, AND be remembered more easily  Proverbs --― short sentences drawn from a life time‖  Shared experiences  Memes  Any others???? You tell me….. ◦ They help leverage context and expectation to produce an instantly larger result (from 140 characters) ◦
  23. 23.  To avoid cliché‘s seek out less common proverbs such as the ones from africa below: Man is the head of the family, woman the neck that turns the head An old man who dies is a library wich burns If you don‘t stand for something you will fall for something Dream as if you‘ll live forever; live as if you‘ll die tomorrow
  24. 24. Moment Frame- how big Image- WordVerb tense; is the scence If you choose to Should becontext you are employ imagery, ‗fresh‘ use painting; what is remember the thesauruses,refe the perpective profile image rences to of the narrator should perfectly current editorial mutable and other resources Flow Focus on your lead in, the first couple of words which are the most valuable signals: It
  25. 25.  The more you work on a story the more you can lose your direction The more we know, the more we want to tell ◦ Don‘t say too much: keep it simple And The more we know the more we forget that others don‘t know it! ◦ Never talk about heads; keep it simple
  26. 26. Inverted triangle Core Idea Develop It Conclude and repeat
  27. 27.  Improve it
  28. 28.  From a magical place: the earth
  29. 29.
  30. 30.  Recognized by unique features: ◦ Measured in number of characters ◦ Time sensitive and serial, but ◦ Allows for hypertext ◦ Genre measured by its expressiveness Form is short, blunt, vigorous, concise Judged in three ways:  Read it fast  Read faster  Skim it *taken from 140 characters
  31. 31.  An experiment was done in an in-store promotion There were two tables ◦ Table one has 24 different jam flavors ◦ Table two has 6 flavors Both tables had lots of people come up and taste. Afterwards they analyzed the sales of the people who had gone to table one vs. table two. How did the added varieties/choice make a difference?
  32. 32.  The table with 6 flavors sold 10 times as much as the other table with 24 flavors.= Decision paralysis
  33. 33.  As a boy, he once had an opportunity to steal a watermelon from an unattended wagon. He carried it off and sat down in a secluded spot, ready to devour it. As he looked at that watermelon, twain is said to have remarked that a fuuny feelng came over him. He couldn‘t eat it. I knew what he had to do. He carried it off to the fruit wagon, put it back and took a ripe one.
  34. 34.  Neologism- coin a word related to your field. Oxymoron- something that combines two seemingly contradictory ideas: giant shrimp; extremely normal Personification-Representing a thing or an object as a person Hypercorism nicknaming results in words like movie ; telly, aussie, dupe; as well as duplication john-john Metonymy- when a business executive becomes a suit- race horse becomes the track Charactonym- the name suggests the personality trait Portmanteau- the collision of two words- troubulous= trouble +garrulous and means gossipy, meddlesome
  35. 35.  Work in groups— Pretend you‘re going to run a communication agency in english ◦ Identify the core ―Positioning‖ ◦ Write an introductory paragraph to attract attention– try to use some of the techniques to make it sticky. ◦ In this case please send your work to me Deadline: Friday Oct.1
  36. 36.  ―…Ritualized moments of everyday communication — greeting someone, answering a telephone call, wishing someone a happy birthday — are full of these canned phrases that we learn to perform with rote precision at an early age. Words work as social lubricants in such situations…‖  New york times sept 19, 2010 