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

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

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!

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

Thousands of are born everyday.
IDEAS

Why do some ideas find
while others fail? SUCCES

The answer lies in the
question. Yes, with a missing 'S' SUCCESS U C C E S imple nexpected oncrete redible motions tories

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

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

Remember the popular video 'Dumb
Ways to Die? SIMPLE

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

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

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

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

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

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

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

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

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

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 trust points. YOUR friend is the ANTI-AUTHORITY CREDIBLE

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

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

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

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

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

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

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

S U C C E
S imple nexpected oncrete redible motions tories Lets RECAP

Thank You & Lets Keep
In Touch @Hmarketer @Socialpaparazzi