1. The document lists various personality traits and attributes of an individual. Traits such as "motivated", "organized", "creative", and "hard working" appear multiple times, suggesting they are highly relevant. 2. An email address is listed at the bottom, implying this may be a profile for online dating or a job application. 3. The long list of traits provides a high-level overview of the individual's personality and qualifications, but does not give any deeper insights into their background, experiences, or goals.

1. Make it Stick

2. spontaneous impatient Ambitious
Motivated *(3) Open minded (9) Not patient at all
Curious (13) Good temper Don‘t have many ideas
Organized (5) Daft Creative (?)
Friendly Writer Dreamy
High heel girl spiritual Messy
Determined Connected Honest
Often smiling Brunette talkative
I believe in god perfectionist Risk taking
Entrepeneur Hard working (3)
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3. 1. SIMPLE
2. UNEXPECTED
3. CONCRETE
4. CREDIBLE
5. EMOTIONAL
6. STORIES
From Made to Stick by Heath Brothers
kdarmon@free.fr

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.‖.
kdarmon@free.fr

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 say
2. Why it to be effective?
Why are you having this conversation– your motive?
kdarmon@free.fr

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
kdarmon@free.fr

7.  Mark Twain: ―I apologize for writing you a
long letter, but I didn‘t have time to write
you a short one‖
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8.  Some guidelines for concise writing:
http://owl.english.purdue.edu/owl/resource/572/01/
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9.  Here's 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
kdarmon@free.fr

10. Many pairs of words imply each other. Finish implies complete, so the
phrase 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
kdarmon@free.fr

11.  Words like :
Nice Great
Interesting Curious
Important Open-minded
Awesome
In these cases it‘s worthwile to add a few words
to DESCRIBE the experience instead of
giving us the ―label‖
kdarmon@free.fr

12.  Use action words instead of general terms
ones
 Use active form rather than passive
 Question every word in the sentence
 Combine sentences
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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.
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14.  It needs to be compact, and, thought
provoking.
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15.  Look at this list:
 J FKFB INAT OUP SNA SAU NESC O
You have one minute to remember it.
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16.  Jfk fbi nato ups nasa unesco
 Why?
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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.
kdarmon@free.fr

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.
kdarmon@free.fr

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‖
kdarmon@free.fr

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?
kdarmon@free.fr

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.
kdarmon@free.fr

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)
◦ kdarmon@free.fr

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
kdarmon@free.fr

24. Moment Frame- how big Image- Word
Verb tense; is the scence If you choose to Should be
context 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
kdarmon@free.fr

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
kdarmon@free.fr

26. Inverted triangle
Core Idea
Develop It
Conclude
and repeat
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27.  Improve it
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28.  From a magical place: the earth
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29. kdarmon@free.fr

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
kdarmon@free.fr

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?
kdarmon@free.fr

32.  The table with 6 flavors sold 10 times as
much as the other table with 24 flavors.=
 Decision paralysis
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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.
kdarmon@free.fr

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
kdarmon@free.fr

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
kdarmon@free.fr
 Deadline: Friday Oct.1
kdarmon@free.fr

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
 http://www.nytimes.com/2010/09/19/magazine/19FOB-OnLanguage-Zimmer.html?ref=magazine
kdarmon@free.fr