Making Your Promotions Stickier

In their book - Made to Stick - Dan and Chip Heath outline six key elements needed to make ideas stick. Once you read and think about them, they make an awful lot of sense.  Not revolutonary but a good reminder for those of us in marketing to remember the basics.

While the book isn't specifically aimed at marketers, the ideas expressed apply in many aspects of what we strive to do - be noticed, be remembered and generate response.

Their acronym is SUCCESs (last s is their for spelling correctness) and stands for:

                               Simplicity - strip ideas to their core

                               Unexpectedness - capture attention and hold it

                               Concreteness - helps people understand your message 

                               Credibility - believability of the idea

                               Emotional - connect with people on an emotional level

                               Stories - help create understanding of your message

Many of the ideas expressed in the book directly will have an impact on how to create stickier promotions that really are memorable, increase their interactivity and will improve the retention levels of your key messages.  Over the next few weeks, we'll discuss each one individually to gain a better understanding how each applies to the concept of "delivering stickier promotions".

In the meantime, its worth the investment of time to read this book.