BU121 Midterm: Made to Stick.docx
Document Summary
Sticky = understandable, memorable, and affective in changing thought or behaviour . How popcorn contains more artery clogging fat than . It is very hard to remember what it is like for your audience, who doesn"t know what you know. Six principles of stickiness: simplicity, get message to its core elements, make it simple and compact, get your prime message out, communicate the core. Use existing schema build on pre-knowledge, makes concept easier to grasp. Use analogies easy to understand in few words. Use generative metaphors: unexpectedness, get audience to pay attention, need surprise and interest, violate expectations, be counterintuitive uncommon sense, generate interest and curiosity, open gaps in knowledge. Fill those gaps: concreteness, make ideas clear understand and remember, credibility, make them believe, external credibility. Testable credentials: nba, emotions, get people to care, make them feel something. People care about people more than stats. Appear to emotions because people respond to their emotions being catered to: power of association.
