Marketing

Success is sticky.

February 4, 2009

MadeToStick-1 What makes a successful attorney? Successful attorneys all have one thing in common. They can talk about themselves and their practices and how they help their clients in ways that make an impact on us. Their stories stick with us. And the “stickier” the stories the more successful the attorney. In their book, Made to Stick: Why Some Ideas Survive and Others Die, brothers Chip and Dan Heath examine just what makes an idea sticky. Their analysis is savvy, simple, and brilliant.

The brothers’ formula for maximum stickiness will help you transform how people think, and ultimately, how they respond to your ideas. Here are the six key qualities of a truly sticky idea:

Simplicity: Get to the crux of your idea without turning it into a meaningless sound bite.

Unexpectedness: Capture people’s attention with the unexpected.

Concreteness: Use examples and illustrations that are concrete and easy to understand.

Credibility: Credibility gets to the core of why people believe you.

Emotional: People won’t remember your idea unless they care about your idea.

Stories: The right stories motivate people to act on your idea.

Made to Stick is now in its second printing, and the authors have added 30 pages of new material. So, if you’ve not read it yet, now is the time. You owe it to yourself to read this book. P.S. If you are a litigator, you must read this book. It will give you a completely new perspective on how you tell your client’s story to a jury.

Check out the Made to Stick web site for more sticky resources.

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