Marketing stories. Marketing Asset #5.

November 15, 2006

1400064287_01__aa240_sclzzzzzzz_v4084233 How sticky are you? In the soon-to-be-released book Made to Stick: Why Some Ideas Survive and Others Die, by Chip and Dan Heath,”stickiness” is critical to the success of any marketing plan. Stickiness is essential to great ideas and great story telling.

Marketing Asset # 5 in the Atticus list of 21 Marketing Assets all attorneys should have is the Marketing Story. Marketing stories allow attorneys to share a great deal of information about themselves without bragging. And if your story is sticky, it will . . . well . . . stick with people when you tell it.

So what makes a sticky story? According to Chip and Dan Heath, sticky stories have five distinct attributes. They are: 1) simple, 2) unexpected, 3) concrete, 4) credible, and 5)emotional. So as you’re crafting your marketing stories, be sure to make them sticky.

Learn more about getting sticky at

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