There is no need to read on if the following apply to you:
- You had to put in a new set of phones and a new set of internet lines to handle your recent avalanche of new Client business.
- When you give instructions to your staff you are always surprised by how quickly the instructions are understood and followed to the letter.
OK, for those who face challenges like the ones I face…
Chip Heath and Dan Heath provide advice on how to improve the way we communicate our ideas.
For the Heath brothers, communications succeed when they are Sticky.
Sticky messages = messages that are understandable, memorable, and effective in changing thought or behaviour
The Heath brothers provide a summary to help us remember their advice…
The Heath brothers’ Six Principles of Sticky communications: SUCCESs
Simple: Sticky messages contain a core message, which is shared with an audience in a compact package
Unexpected: Sticky messages contain an unexpected element, which surprises the audience, makes them pay attention, holds their attention, and sustains their interest
Concrete: Sticky messages contain concrete details, not abstract concepts. This helps the audience understand and remember the message. And it allows people to bridge the gaps between their thinking.
Credible: Sticky messages cause people to agree and help people believe. Experts provide external credibility. Convincing details help the audience experience internal credibility.
Emotional: Sticky messages make people care. They appeal to us as individuals: they appeal to self-interest and they appeal to sense of identity.
Story: Sticky messages contain stories, which tell people how to act and give people the energy to act. Sticky messages inspire.
Whether we are leading, managing, supervising, marketing, selling, or working to persuade co-workers we can use the
Sticky SUCCESs Checklist to test and improve our communications. [
Sticky SUCCESs Checklist]
Footnote:
- We should use the Heath brothers’ Sticky SUCCESs Checklist as a filter when we consider marketing of Value Propositions [VALPRO] and Differential Advantages [DA]…i.e., this checklist is a very helpful guide to better TARMARVALPRODA communications.