![]() ![]() The Heath brothers share stories that illustrate what sticky successes (and non-sticky failures) look like. Made to Stick is a breeze to read, but - true to its name - it sticks with you. This means that in order to keep your audience’s interest, you have to make them want to know more by creating “curiosity gaps.” That’s the Unexpected principle. So when you break a pattern, you get people’s attention. Here’s another one: Humans are hard-wired to expect patterns. ( Sound familiar?) That’s the Simple principle. Instead, prioritize and find the core idea. For example, resist the urge to say all-the-things. ![]() There are 6 distinct traits (or principles, as the Heath brothers call them) of sticky ideas - and it’s pretty easy to put them to work. And, according to the Heath brothers, the reason these ideas stick with you is no great mystery. You can find sticky ideas in all sorts of places - from stellar advertising campaigns to urban legends to great speeches. In this edition of the We ❤ Health Literacy Book Club, we introduce a book with a method that can transform the way you communicate ideas: Chip Heath and Dan Heath’s Made to Stick. (Can we get an amen, dear readers?) But can you guess what’s even more difficult? Getting people to remember and act on our messages. It’s hard to make health messages easy to understand. ![]()
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