Darren Talbot

LAM

Territory 17

The Tipping Point

• How trends happen.• Things that change

everyday life.• Epidemics –

messages and behaviours spread like a virus.

Chip Heath & Dan Heath

Why Some Ideas Survive and Others Die

What do we mean by “Stick”

Stick

• Your ideas are understood

• Your ideas and messages are remembered.

• You have lasting impact

• That you change your audiences opinions or behaviour.

There are 6 principles

• Simple

• Unexpected

• Concrete

• Credible

• Emotional

• Stories

SIMPLE

The 1st step to success is this: Be Simple

• Not in terms of “dumbing down” or “sound bites”.

• You don’t have to speak in monosyllables to be simple.

• Find the core of the idea – it reminds people what's important.

SIMPLE

*Simple = Core + Compact

* Think proverbs

UNEXPECTED

“if we want to motivate people to pay attention, we should seize the power of big surprises”

UNEXPECTED

• Hold Attention Interest

Create mystery. Highlight a knowledge gap. Tease with information.

Tease information

• To make our communication more effective, we need to shift our thinking from…

“What information do I need to convey?

to

“What question do I want customer/audience

to ask?”

CONCRETE

Help People Understand and Remember.

Use Velcro theory of memory. The more hooks in your message or idea, the better.Make them experience the idea.

Questions

• Remember the capital of the UK

• Remember the first line of “hey Jude”

• Remember the Mona Lisa

• Remember the house where you spent your childhood

• Remember the definition of “truth”

• Remember the definition of “an apple”

Abstract v Concrete

Concrete words are easier to remember.

• E.g. bicycle or tomato or dosage

Abstract makes things harder to understand as they are open to interpretation.

• E.g. justice or personality or efficacy.

CONCRETE

Invite people to be inclusive.

Don’t force people to join in, encourage them to contribute emphasising the value of their ideas.

CREDIBLE

Help People Believe.

External Credibility Use of authorities and antiauthorities.

Honesty and trustworthiness matters, not status!

CREDIBLE

Help People Believe

Internal Credibility• Boost Credibility – use vivid details

• Make statistics available. “Humanize” them.

4 out of 10 quit4 out of 10 quit

CREDIBLE

Help People Believe

Internal Credibility• Sinatra test – “if you can make it there,

you an make it anywhere.

EMOTIONAL

Make People Care.

Stay away from anything that needs analyzing!! Think of truth campaigns (anti –smoking)

EMOTIONAL

Appeal to Self – Interest

If you want people to care, tap into things that they care about.Emphasise benefits. Make them visualise. Think of higher levels of Maslow’s Hierarchy!

STORIES

Get People to Act!

“The right kind of story is, effectively, a simulation.

“Stories are like flight simulators for your brain!”

STORIES

• Get People to Act!

Inspirational Stories. Think of Jared from Subway’s story.

Stories that tell people about possibilities

Springboard stories.

From the Champix newsletter• :• Four members of the same family who smoked 90 to 95 cigarettes a week,

have successfully quit after using Champix • Grandmother Sally Newbury, 69, was a smoker for 50 years, lighting up

between 20 to 30 times a day, costing her more than £2,700 a year. She started taking Champix and hasn't had a cigarette since mid-March

• She sates, ‘The tablets really kill your cravings. My husband still smokes 10 a day and at first I asked him to smoke away from me but it doesn't bother me now as I'm not tempted.'

• Sally's daughter Janice Dugan said: 'I had tried to give up a few years ago but I only lasted five days. I would really recommend the tablets and now I can't stand the smell of cigarettes.'

• The family have saved enough money for a two-week holiday in Lanzarote • Another success story, Paul Dugan, 27, who started his Champix treatment

in April, said: 'I feel so much better. I've started going to the gym and my running is so much easier. And I can really taste my food.'

Six Principles of Sticky

• Simple

• Unexpected

• Concrete

• Credible

• Emotional

• Stories

Thanks for listening!

Any questions