Is your Marketing Message “Made to Stick”

by Judy Baker on June 28, 2008

I’m reading Made to Stick by Chip and Dan Heath.
They came up with the traits that make an idea stick.
Sticky ideas are:

S = simple
U = unexpected
C = concrete
C = credentialed
E = emotional
S = stories

Can you improve your marketing using this model?

Did you know that it usually takes 7-9 exposures to a product before a prospect becomes a client? Every year, over 30,000 new products are introduced. How can you stand out amid all this information?

A sticky message helps potential clients remember you. It gives them a clear understanding of what you do and who you do it for, as well as the outcomes they can expect when they work with you.

Real Life Test

I used the “SUCCESs“ framework as a starting point to teach a roomful of 60% consultants how to revise their audio logos.

I asked them to include:

Who do you serve
What challenge (or pain) do your clients/prospects face
What solution/result do you provide

And do it all in 8 words or less

Once I laid the groundwork, they each had about a minute to come up with a new audio logo.

They got to test their message by sharing it with their table mates.

If they did it well, their audience would ask them for their business card and:

“How do you do that? “

The goal of your audio logo is to start a conversation, not to close a sale!

And when you get people to ask you questions, they are more likely to pay attention to what you say. They are invested in hearing how you can help them.