How We Think

Crafting A Sticky Message

Mar 01, 2019

When it comes to advertising campaigns, most messages are forgotten immediately, while others are stuck in your head forever. The messages that have the power to remain relevant for decades are sometimes referred to as “sticky” because they can stick with you over time.

New York Times Bestseller, “Made to Stick”, by Chip Heath and Dan Heath, details why some ideas thrive, why others thrive, and how to improve your idea’s chances. Their S.U.C.C.E.S. (yes, even they admit the acronym is a little cheesy) model outlines the best ways to get people to remember your messaging:

1. Simple. Be straightforward with your message. People will lose interest if you include too much unnecessary fluff.

2. Unexpected. Marketing rules are made to be broken. Share your ideas in a creative, out-of-the-box way that gets their attention.

3. Concrete. Messaging has to be easy to understand. The more complicated, the less chance people will remember it.

4. Credible. Build relationships. Earn trust. Show people you are better than your competition (don’t just tell them).

5. Emotional. Make your audience feel something. Appeal to your audience’s emotions by determining what matters to them.

6. Stories. Everyone loves a story. It wraps your messaging up with a nice bow and creates lasting memories. Testimonials are a great way to let your customers tell a story for you.

Creating long-lasting, sticky messaging is where we thrive. We’re constantly looking for new, innovative ways to generate measurable results; results you can trust in because OUR success is directly tied to YOUR success. Get in touch to see how we can help grow your business!