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6 WAYS TO 
MAKE YOUR 
IDEAS STICK 
Social Media Case Studies based on a book 
by Chip & Dan Heath
A bag of popcorn has 
37 grams 
of saturated fat. 
Message 1
Message 2 
A medium sized butter popcorn has more fats 
than 
1. A bacon-and-eggs 
2. A BIG Mac & fries 
3. A steak dinner 
ALL COMBINED!
Which message sticks better? 
Most of the people say Message 2. 
It is a perfect example of 
presenting an idea 
IN A STICKY WAY
Thousands of 
IDEAS 
are born everyday.
Why do some ideas find 
SUCCES 
while others fail?
The answer lies in the question. 
Yes, with a S S UmiCssCinEg S'S' 
imple 
nexpected 
oncrete 
redible 
motions 
tories 
UCCE S
SIMPLE 
CORE 
The first step is to be SIMPLE. 
Not simple in terms of dumbing down! 
What I mean by 'simple' is find the 
MESSAGE
Next step is to communicate it in a 
clear, compact and meaningful way. SIMPLE 
Tap existing memory of 
your audience.
Remember the popular video 'Dumb 
Ways to Die? 
SIMPLE
Such simple and compact ideas help 
people 
learn and remember a core 
message 
help them make the right choice 
where there are a lot of options. 
SIMPLE
BREAK A PATTERN UNEXPECTED 
to get someone's attention. Do the 
unexpected. Surprise them!
P&G's breaks a pattern with their 
#LikeAGirl Campaign. 
UNEXPECTED
UNEXPECTED 
If you want your ideas to be 
stickier, you've got to 
break someone's guessing 
pattern and then FIX IT!
Heard the Aesop fables like 'The 
Fox and the Grapes'? or 
'The Boy who cried wolf'? 
CONCRETE
These stories are sticky because 
of the way there were encoded. 
The CONCRETE images evoked by 
the fable - the grapes, the fox, the 
dismissive comment about sour 
grapes - allowed its message to 
persist. 
CONCRETE
Concrete language helps 
people, especially novices, 
understand new concepts. 
CONCRETE 
Your brain hosts a number of loops. 
The more hooks an idea has, the 
better it'll cling to memory.
CREDIBLE 
What makes us believe 
ideas? 
We believe... 
- Because our parents / friends believe. 
- Because we've had experiences 
- Because we trust authorities
If you have access to this guy 
or a renowned celebrity, skip 
this part. 
CREDIBLE 
The rest of us can tap the credibility of Anti-Authorities
A commercial claiming that a new shampoo 
makes your hair bouncier has less 
credibility than a friend who raves about 
how a new shampoo made her hair 
bouncier. Well duh, the company wants to 
sell it. Your friend doesn't. So she gets more 
CREDIBLE 
trust points. YOUR friend is the ANTI-AUTHORITY
Use statistics to illustrate the underlying relationship than the 
numbers themselves. 
CREDIBLE
Not numbers. 
Appeal to their self-interest. 
What's In It For Them 
EMOTIONAL 
People care about people. 
WIIFT
EMOTIONAL 
The most basic way to make people 
care is to form an association between 
something they don't yet care & 
something they do care.
Appeal to their self-interest but also appeal 
to their 
- not only to the people they are right 
now but also to the people they would like 
to be. 
EMOTIONAL Identities
Stories makes us 
guess how we would 
have 
in that situation. 
STORIES 
reacted
STORIES 
The NEXT BEST THING 
to experience a situation, is 
the ABILITY to visualize 
oneself in it.
McDonald's found a bunch of ordinary folks 
around the world whose skills are just as 
extraordinary as the pros. This Story leaves 
you amazed, amused, and applauding! 
STORIES
S 
UCCE 
S 
imple 
nexpected 
oncrete 
redible 
motions 
tories 
Lets 
RECAP
Thank You & Lets Keep In Touch 
@Hmarketer @Socialpaparazzi

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How to make ideas stick

  • 1. 6 WAYS TO MAKE YOUR IDEAS STICK Social Media Case Studies based on a book by Chip & Dan Heath
  • 2. A bag of popcorn has 37 grams of saturated fat. Message 1
  • 3. Message 2 A medium sized butter popcorn has more fats than 1. A bacon-and-eggs 2. A BIG Mac & fries 3. A steak dinner ALL COMBINED!
  • 4. Which message sticks better? Most of the people say Message 2. It is a perfect example of presenting an idea IN A STICKY WAY
  • 5. Thousands of IDEAS are born everyday.
  • 6. Why do some ideas find SUCCES while others fail?
  • 7. The answer lies in the question. Yes, with a S S UmiCssCinEg S'S' imple nexpected oncrete redible motions tories UCCE S
  • 8. SIMPLE CORE The first step is to be SIMPLE. Not simple in terms of dumbing down! What I mean by 'simple' is find the MESSAGE
  • 9. Next step is to communicate it in a clear, compact and meaningful way. SIMPLE Tap existing memory of your audience.
  • 10. Remember the popular video 'Dumb Ways to Die? SIMPLE
  • 11. Such simple and compact ideas help people learn and remember a core message help them make the right choice where there are a lot of options. SIMPLE
  • 12. BREAK A PATTERN UNEXPECTED to get someone's attention. Do the unexpected. Surprise them!
  • 13. P&G's breaks a pattern with their #LikeAGirl Campaign. UNEXPECTED
  • 14. UNEXPECTED If you want your ideas to be stickier, you've got to break someone's guessing pattern and then FIX IT!
  • 15. Heard the Aesop fables like 'The Fox and the Grapes'? or 'The Boy who cried wolf'? CONCRETE
  • 16. These stories are sticky because of the way there were encoded. The CONCRETE images evoked by the fable - the grapes, the fox, the dismissive comment about sour grapes - allowed its message to persist. CONCRETE
  • 17. Concrete language helps people, especially novices, understand new concepts. CONCRETE Your brain hosts a number of loops. The more hooks an idea has, the better it'll cling to memory.
  • 18. CREDIBLE What makes us believe ideas? We believe... - Because our parents / friends believe. - Because we've had experiences - Because we trust authorities
  • 19. If you have access to this guy or a renowned celebrity, skip this part. CREDIBLE The rest of us can tap the credibility of Anti-Authorities
  • 20. A commercial claiming that a new shampoo makes your hair bouncier has less credibility than a friend who raves about how a new shampoo made her hair bouncier. Well duh, the company wants to sell it. Your friend doesn't. So she gets more CREDIBLE trust points. YOUR friend is the ANTI-AUTHORITY
  • 21. Use statistics to illustrate the underlying relationship than the numbers themselves. CREDIBLE
  • 22. Not numbers. Appeal to their self-interest. What's In It For Them EMOTIONAL People care about people. WIIFT
  • 23. EMOTIONAL The most basic way to make people care is to form an association between something they don't yet care & something they do care.
  • 24. Appeal to their self-interest but also appeal to their - not only to the people they are right now but also to the people they would like to be. EMOTIONAL Identities
  • 25. Stories makes us guess how we would have in that situation. STORIES reacted
  • 26. STORIES The NEXT BEST THING to experience a situation, is the ABILITY to visualize oneself in it.
  • 27. McDonald's found a bunch of ordinary folks around the world whose skills are just as extraordinary as the pros. This Story leaves you amazed, amused, and applauding! STORIES
  • 28. S UCCE S imple nexpected oncrete redible motions tories Lets RECAP
  • 29. Thank You & Lets Keep In Touch @Hmarketer @Socialpaparazzi