What is a message that sticks?

What is a message that sticks?

📕📗📘📙 Chip and Dan Heath’s book ‘Made to Stick’ tackles the fundamental question of what makes a message truly memorable. They introduce the concept of SUCCESs as an acronym, breaking down the crucial elements that contribute to a message’s lasting impact. Each letter represents a key factor, and let’s start unpacking it, beginning with ‘S’ for Simple.

💬💬 A memorable message is one that’s easily recognised and understood. Simplifying complex information is an art—it’s about creating clear priorities and distilling intricate concepts down to their essence. However, achieving simplicity isn’t easy; it demands effort and precision. Simplicity involves pinpointing the core of your message, allowing it to shine through without clutter or confusion. 📖 An anecdote from an American defence lawyer perfectly illustrates this: “Bombarding an audience with ten good points might dilute the impact, leaving them unable to recall any”.

❤️ The heart of a message is its focal point—a narrative’s core. Take, for instance, successful American political campaigns that revolve around a single, powerful slogan. It acts as the cornerstone, anchoring the entire campaign while other aspects orbit around it.

💪🏻 The Trump campaign stands out as a prime example of effective communication. “Make America Great Again” encapsulates simplicity, credibility, concreteness, emotion, and storytelling. It resonates deeply with his well-understood audience, demonstrating the importance of knowing your audience intimately. Beneath this overarching message lie the campaign’s various points, all encapsulated by this succinct, powerful slogan.

⚔️ Disclaimer: I like the campaign for how it is constructed not for his political views!

#storytelling #presentation #powerfulnarrations #ppt #branding #message


Chiara Aliotta

Brand designer and Strategic Storyteller

9mo

It's a beautiful and well-written book! Thank you for this article, Angela!

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