I just finished a great book, dare I use the cliche, a must read. These guys have gone through a lot of the information and advertising over the last 40 years or so to examine why some messages stick with us and why some don't.
They essentially break it down to a checklist of elements that, if you use them effectively, will make your message more likely to stick with people. Obviously, you don't want to use them for a notice that your building will have a fire alarm test today at 2:00 pm, but there are certain messages that will benefit from using one or more of these sticky devices.
- Simplicity
- Unexpectedness
- Concreteness
- Credibility
- Emotions
- Stories
I recommend reading the Excerpts page to see if you want to read this book.
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