This document outlines six ways to make ideas stick: make them simple, unexpected, concrete, credible, appeal to emotions, and tell stories. It provides examples of each technique, such as keeping messages short and memorable (simple), breaking expectations to grab attention (unexpected), using vivid imagery to aid understanding (concrete), citing trustworthy sources (credible), relating ideas to people's self-interest (emotions), and using stories to help people visualize scenarios. The overall message is that combining these techniques can help ideas succeed by making them more engaging and easier to recall.

1. 6 WAYS TO
MAKE YOUR
IDEAS STICK
Social Media Case Studies based on a book
by Chip & Dan Heath

2. A bag of popcorn has
37 grams
of saturated fat.
Message 1

3. Message 2
A medium sized butter popcorn has more fats
than
1. A bacon-and-eggs
2. A BIG Mac & fries
3. A steak dinner
ALL COMBINED!

4. Which message sticks better?
Most of the people say Message 2.
It is a perfect example of
presenting an idea
IN A STICKY WAY

5. Thousands of
IDEAS
are born everyday.

6. Why do some ideas find
SUCCES
while others fail?

7. The answer lies in the question.
Yes, with a S S UmiCssCinEg S'S'
imple
nexpected
oncrete
redible
motions
tories
UCCE S

8. SIMPLE
CORE
The first step is to be SIMPLE.
Not simple in terms of dumbing down!
What I mean by 'simple' is find the
MESSAGE

9. Next step is to communicate it in a
clear, compact and meaningful way. SIMPLE
Tap existing memory of
your audience.

10. Remember the popular video 'Dumb
Ways to Die?
SIMPLE

11. Such simple and compact ideas help
people
learn and remember a core
message
help them make the right choice
where there are a lot of options.
SIMPLE

12. BREAK A PATTERN UNEXPECTED
to get someone's attention. Do the
unexpected. Surprise them!

13. P&G's breaks a pattern with their
#LikeAGirl Campaign.
UNEXPECTED

14. UNEXPECTED
If you want your ideas to be
stickier, you've got to
break someone's guessing
pattern and then FIX IT!

15. Heard the Aesop fables like 'The
Fox and the Grapes'? or
'The Boy who cried wolf'?
CONCRETE

16. These stories are sticky because
of the way there were encoded.
The CONCRETE images evoked by
the fable - the grapes, the fox, the
dismissive comment about sour
grapes - allowed its message to
persist.
CONCRETE

17. Concrete language helps
people, especially novices,
understand new concepts.
CONCRETE
Your brain hosts a number of loops.
The more hooks an idea has, the
better it'll cling to memory.

18. CREDIBLE
What makes us believe
ideas?
We believe...
- Because our parents / friends believe.
- Because we've had experiences
- Because we trust authorities

19. If you have access to this guy
or a renowned celebrity, skip
this part.
CREDIBLE
The rest of us can tap the credibility of Anti-Authorities

20. A commercial claiming that a new shampoo
makes your hair bouncier has less
credibility than a friend who raves about
how a new shampoo made her hair
bouncier. Well duh, the company wants to
sell it. Your friend doesn't. So she gets more
CREDIBLE
trust points. YOUR friend is the ANTI-AUTHORITY

21. Use statistics to illustrate the underlying relationship than the
numbers themselves.
CREDIBLE

22. Not numbers.
Appeal to their self-interest.
What's In It For Them
EMOTIONAL
People care about people.
WIIFT

23. EMOTIONAL
The most basic way to make people
care is to form an association between
something they don't yet care &
something they do care.

24. Appeal to their self-interest but also appeal
to their
- not only to the people they are right
now but also to the people they would like
to be.
EMOTIONAL Identities

25. Stories makes us
guess how we would
have
in that situation.
STORIES
reacted

26. STORIES
The NEXT BEST THING
to experience a situation, is
the ABILITY to visualize
oneself in it.

27. McDonald's found a bunch of ordinary folks
around the world whose skills are just as
extraordinary as the pros. This Story leaves
you amazed, amused, and applauding!
STORIES

28. S
UCCE
S
imple
nexpected
oncrete
redible
motions
tories
Lets
RECAP

29. Thank You & Lets Keep In Touch
@Hmarketer @Socialpaparazzi