Skip to main content

Book Review: Made to Stick


Made to Stick: Why Some Ideas Survive And Others Die by Chip and Dan Heath explores why some ideas "stick" in our consciousness while others are never understood in the first place and are quickly forgotten. The authors cite two examples early in the book, from opposite ends of the political spectrum, to illustrate stickiness: Ronald Reagan's "It's morning again in America" and James Carville's "It's the economy, stupid" (proving that sometimes stickiness is more a matter of luck than brains).

Still, the authors attempt to both define the common characteristics of sticky ideas, and prescribe methods to make ideas sticky. The result is not only philosophically interesting, but a practical guide for marketers in trying to make their messages stick in an increasingly over-promoted marketplace.

As the Blogcritics review of the book points out, however, the book is not solely aimed at marketers, but also at teachers, politicians, parents, and anyone else who wants their ideas to make a lasting impact: "The Heaths have put together six principles on what makes a concept 'sticky,' i.e. memorable. They are: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions and Stories. That's right, SUCCESs." The review from the Practice of Leadership blog explains these six principles of stickiness in greater detail.

Ted Boardman's brief review helpfully points out the "Curse of Knowledge" described in the book: the natural human tendency for people with deep expertise in a particular subject to forget that often their audience doesn't share that level of knowledge, which leads to the creation of overly complicated and detailed messages that don't resonate or stick.

Finally, as Gail Whitcomb notes in her review on Amazon: "The principles of stickiness are examined--an unexpected outcome, lots of concrete details that we remember, emotion, simplicity, and credibility--all packaged in an easily told story format...Exercises, checklists, and other tools are sprinkled throughout the book to help the reader understand and test how stickiness can be applied to their ideas."

*****

Terms: Made to Stick: Why Some Ideas Survive And Others Die, Chip Heath, Dan Heath, book review, Blogcritics, The Practice of Leadership, Ted Boardman, Gail Whitcomb

The Internet website advertising portal: WebMarketCentral.com

Minnesota-based, exclusively B2B IT lead generation and PR agency: KC Associates

Contact Tom Pick: tomATwebmarketcentral.com

Comments

Popular posts from this blog

Digital Marketing for Law Firms, How Hard is it?

A lot of "verticals" or industries make sense for digital marketing and the whole process can be very easy and intuitive. For instance, if you are running a Search Engine Optimization company, it's very straightforward to content market:

1- Write blogs or articles about SEO
2- Try to answer questions people have about SEO
3- Optimize those blogs around what the questions are and what you are saying.



But what about an industry that is a lot more complicated and not very straight forward? What about marketing for lawyers?

ACE, one of Philadelphia's top Law Firm Marketing companies, just posted this extremely helpful blog about why SEO is important for Law Firms. It delves into exactly how to do the job for a complex industry like the law and its practitioners.

One of the key points in the entire article is: "If your customer journey does not have a use for search services, then you'll never see SEO campaign results."

We recommend reading the whole thing. …

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Tip #2 to Improve your Digital Marketing

Spend Wisely Each platform used to market online provides you with a different value. You need to analyze which outlets you should invest more time and money into, and which ones are not as important. Some platforms that work well for one company, yield little to no results for another. You need to find the one that suits your business goals the best. Digital Marketing is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Marketing Consultant at Smemark:

“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new an…