Made to Stick
Offer one granular bit of wisdom, something that is both applicable and memorable.
Dan Kennedy • Storyworthy: Engage, Teach, Persuade, and Change Your Life through the Power of Storytelling
Story or Die: How to Use Brain Science to Engage, Persuade, and Change Minds in Business and in Life
amazon.com
So, rather than guess about whether people will understand our ideas, we should ask, “Is it concrete?” Rather than speculate about whether people will care, we should ask, “Is it emotional? Does it get out of Maslow’s basement? Does it force people to put on an Analytical Hat or allow them to feel empathy?” (By the way, “Simple” is not on the list
... See moreDan Heath • Made to Stick: Why Some Ideas Survive and Others Die
- What do they need to know? INFORMATION 2. Why do they need to know it? MOTIVATION 3. What do they need to do? APPLICATION 4. Why do they need to do it? INSPIRATION 5. How can I help them remember? REITERATION