Here are the key takeaways from the book “Made to Stick,” which provides a powerful framework for creating ideas that are memorable, impactful, and enduring. The book’s central premise is that effective communication is a skill you can develop by understanding the fundamental principles of what makes an idea resonate.
Key idea: The core message
Simplicity in marketing means identifying and communicating your single, most important message. This is your brand’s core promise or unique selling proposition (USP). Avoid cluttering your ads or website with too much information. A simple, clear message like “Think different” (Apple) or “Just Do It” (Nike) is easy to remember and understand, making it more likely to stick.
Key idea: Grabbing attention
To stand out in a crowded market, your message must be unexpected. Surprise your audience by breaking a pattern or presenting information in a counterintuitive way. An unexpected element can be a surprising statistic, a bold claim, or a twist in your ad’s storyline. This surprise creates a curiosity gap that encourages people to pay attention and learn more.
Key idea: Using tangible language
Concrete language makes your ideas tangible and easy to visualise. Avoid abstract marketing jargon like “synergy” or “proactive solutions.” Instead, use sensory details and specific examples that your customers can easily relate to. For instance, instead of saying your software is “easy to use,” show a video of a person completing a complex task in just a few clicks. The concreteness of the action makes the benefit clear and memorable.
Key idea: Building trust
Credibility in marketing is about earning your audience’s trust. This can be achieved through multiple channels:
External credibility: Use testimonials from satisfied customers, endorsements from well-known experts, or third-party certifications.
Internal credibility: Provide specific, verifiable details about your product. For example, a cleaning product might show a lab test proving it kills a specific percentage of germs. Statistics become more credible when they’re put in context.
Key idea: Making people care
People are more likely to act on an idea they care about. An emotional message connects with your audience’s identity, values, or feelings. Don’t just list features; explain how your product or service will make their lives better, solve a problem, or fulfill a desire. For example, a charity might tell the story of one child they helped, rather than listing abstract statistics about poverty.
Key idea: Driving action
Stories are the most powerful tool for communication in marketing. They provide a narrative that helps customers see themselves using your product or overcoming a challenge. A good story helps your audience mentally “rehearse” an action. Instead of a bland product description, tell a story about a hero (your customer) who uses your product to succeed. This makes your message both memorable and motivating.
A central barrier to effective communication is the “Curse of Knowledge”—when an expert can’t communicate with a novice because they’ve forgotten what it’s like not to know something. Experts often rely on abstract, complex language that is meaningless to their audience. The SUCCES framework is a strategic way to overcome this, as it forces communicators to translate their expert knowledge into language and concepts that are universally accessible.
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Beyond marketing and sales, the principles of “Made to Stick” are highly applicable to strategic communication within an organisation. A company’s strategy guides behaviour, but it can only do so if it is understood and remembered by every employee.
Communicating the Strategy: You can use the SUCCES framework to make a corporate strategy memorable. By making the mission simple (the core message), concrete (with tangible examples), and emotional (by connecting it to employee purpose), the strategy becomes an integral part of the organisation’s decision-making process.
A Guide for Behaviour: When a strategy is communicated effectively, it empowers individuals to make independent decisions that are consistent with the organisation’s overarching goals. This reduces the need for constant supervision and fosters a culture of alignment and proactive problem-solving.
The Power of Probing Questions: The book advocates for using questions to guide an audience’s thinking rather than simply stating a fact. This approach encourages critical engagement with the idea, making the audience feel as though they have discovered the truth for themselves, which further reinforces the message’s impact and memorability.
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The principles of “Made to Stick” provide a timeless framework for creating powerful and lasting messages. By focusing on simplicity, unexpectedness, concreteness, credibility, emotional resonance, and the power of a good story, you can overcome the barriers of abstract thought and complexity. The SUCCES model serves as a strategic checklist, enabling individuals and organisations to create ideas that not only get noticed but also stick, leading to greater understanding, alignment, and action.
Remember, the best social media videos, books, brands and stories are sometimes not the best editors, designers or producers, they are the best storytellers and script writers.
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