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Creating a Sticky message

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Mohammad Tawfik
Mohammad Tawfik

Based on "Made to stick" by Chip and Dan Heath Learn the SUCCES principles. Create messages that stays with your audience

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Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Delivering a message that stays with the audience Mohammad Tawfik
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com A friend of a friend …
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Urban Legends • The Kidney heist • You use only 10% of your brain • The KFC chicken
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Made to Stick
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com SUCCES Principles • Simple • Unexpected • Concrete • Credible • Emotional • Story
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #1- Simple “If you argue ten points, even if each is a good one, the jury won’t remember any”
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Commander Intents
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • News core idea
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • The low-fare airline
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Compact
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Make it simple!
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #2- Unexpected Surprise always grabs people attention
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com The Enclave
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Break a pattern
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Mysteries are powerful
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Change your thinking from “What information do I need to convey?” to “what questions do I want my audience to ask?” Convert
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Make it unexpected!
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #3- Concrete Avoid ambiguity and abstraction
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • A bird in the hand …
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Use metaphors
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Appeal directly to senses
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com The mission to the moon
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Make it concrete!
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #4- Credible Ideas have to have their own credentials and draw people into testing them
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com External credibility
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • The research told us …
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • The president said …
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • My father said!
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Internal credibility
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Details
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Statistics
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • The Sinatra test
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Where is the Beef?
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Testable credentials
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com The NBA new Recruits!
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Make it credible!
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #5- Emotional We are wired to feel things for people not abstractions
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com The Crying Indian
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Russian Roulette
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Think, Don’t Smoke
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • For people to take action, they have to care
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Form associations between something they don’t care about with something they care about What if is this was your child?
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • People matter to themselves Drugs will kill you!
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Your Brain on Drugs
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Emphasize benefits not features
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • People care about individuals not nations!
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Make it Emotional!
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Principle #6- Story Hearing a story acts like a mental flight simulator
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • A good story provides inspiration
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • It moves people to take action
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Jared-Subway story
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Challenge plots inspire us to act
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Connection plots inspire social relations
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Creativity plots inspire us to innovate
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Springboard plots inspire possibilities
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com • Stories defeat the curse of knowledge
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Stories Concrete Credible Emotional Unexpected
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Tell a story!
Effective Messages Mohammad Tawfik #WikiCourses http://WikiCourses.WikiSpaces.com Sticky ideas are … Simple Unexpected Concrete Credible Emotional Stories

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Creating a Sticky message