*What sticks?

*S.U.C.C.E.S*Simple*Unexpected*Concrete*Credible*Emotional*Story

*Grab some paper and put your thinking caps on

*Simple*The coreSouthwest airlines: Cheapest airlineCommanders intent=> a core which serves as a guide for the coordination( Jokes, confetti, chicken salade )

*Burying the newsFirst line is the most important. Reverse pyramid => this way the reader gets the maximum amount of information

*When you say 3 things, you say nothingBill Clinton 1992, had trouble sticking to one principle. It’s the economy, stupid was the core of the campaign, because of the recession. If the economy is the core, the budget cannot also be the core.

*Simple = Core + CompactYou cannot have a catchy slogan without reflecting the commanders intent

*Buried in optionsPDA’s no success. Why? Same as a remote-control, it had an abundance of options.Palm Pilot success, only 4 options and those core functions were perfected.

Flags and using what’s already thereHow do you keep something simple if there is to much information?=> use association and memory

J FKFB INAT OUP SNA SAI RS

*Simple

And now? JFK FBI NATO UPS NASA IRSFor random letters you use 1 flag, but for 3 letters with meaning you use 1 flag.

*Pomelo conceptDo you think a drink of half pomelo juice and half orange juice would taste good?

*Complex messagesHow do you communicate a complex message, like atoms?1) Accuracy first, at the expanse of comprehension”(pomelo story)2) Comprehension first, at the cost of accuracy (grapefruit story)

*Simple

*Getting attentionEnclave van

https://www.youtube.com/watch?v=7HMHJ4UTLXM

*Unexpected

*Raised eyebrowsPaul Ekman & Wallace Friesen “Unmasking the Face”. => surprise versus angerSurprise acts as an emergency measure and makes you more alert.

*Avoid cheap tricksSuper bowl 2000 wolves chasing band membersNo one remembers what it’s actually about

Nordstrom department storeBreak through expectations, customer service at the cost of efficiency.- Ironing a shirt for someone who needs it the same afternoon- Wrapping a gift, bought at Macy’s-Warming up the car as the customer does his last shopping

*Unexpected

Cialdini, mysteryAha-erlebnis more satisfying if it follows the huh-erlebnis.

*The gap theory of curiosity, George Loewenstein 1994Curiosity arises when you find a gap in your knowledgeGap’s hurt and are like an itch you need to scratch, that’s why it’s powerful

*Gaps start with knowledgeIf curiosity arises from gaps in knowledge, do you get less curious if you know more?No! The more you know, the more you focus on what you don’t know. (Capital states, 17 versus 47)(Wide world of sports, college football)

*Unexpected

*The Nature ConservancyBucks and acres => talking about landscapes instead of acres.Giving names like “Mount Hamilton Wilderness” gives it character and personality.*Math Asia versus AmericaConcept knowledgeExplaining difficult concept by using concrete aspects

*Concrete is easier to remember than abstractMemory experiments show that concrete concepts (bike, avocado) is better to remember than abstract concepts (justice, personality)*Blue eyes, brown eyesHow to explain an abstract concept like discrimination to kids15 years later, they still remembered this lesson that touched them deeply

*Concrete

*Concrete messages make coordination possibleBoeing 727 needs to contain 131 passenger seats, needs to fly non-stop from Miami to New York and needs to land on landing strip 4-22.

*Kaplan and Go ComputersUnprepared presentation turned in success,by concrete object to symbolize the abstract concept

*Saddleback churchMeet saddleback Sam

*Concrete

*Authority and anti-authorityCelebrities and Experts can be used as an authority to make a story more crediblePam Laffin smokes, 29 years, 2 children, her longs are failing and she is dying.Commercial was shown between series like Dawson’s Creek and Ally McBeal

*Darthvader toothbrushFictional lawsuit about a mother and her 7 year old son2 almost similar arguments, except for the details.Arguments with more details were more credible

*Credible

*Sinatra-testYou only need one example to be credible (Fort Knox, White house)

*Wendy’s let the audience take care of the credibilityWhere’s the beef commercial

*Credible

*The mother Teresa principle: When I look at the crowd, I don’t take action, but if I look at the individual, I do.Save the children: Crowd versus individual (Rokia)

*Power of associationMovie reviewed with Einstein's relativity theory.Comparing and piggybacking on existing emotions

*Responding to self-interestJohn Caples advertising, make people want to want it. Explain the benefits of the benefits- You can laugh at money worries if you follow this simple plan- How you can improve your memory in one evening- Retire at 55

*Emotional

*Responding to identityDon’t mess with TexasThis advertisement responded to the identity of typical man of Texashttps://www.youtube.com/watch?v=V2qIF3PL7lQ

*Emotional

*Story as simulationNurse who took action and saved the baby

*Story as inspirationJared with his fast food diet from Subway

*The challenge plotUnderdog story, overcoming obstacles

*The connection plotA story about people who develop a relationship that bridges a gap. (Romeo&Juliet)

*The creativity plotThis involves someone making a mental breakthrough. (Isaac Newton and the apple falling on his head)

*Story

*What kind of psychological principles did you hear?

*Use your mind