Reviews OTW: 'Made To Stick: Why Some Ideas Survive and Others Die'
Trying to become a copywriter while staring into the face of AI (artificial intelligence) is daunting. But I get a little glimpse of hope for humanity every time I receive a new garbled email promotion from Wendy’s. To get ahead of our new cyber overlords, I’ve started consuming as much knowledge about making ideas matter as I can. And I can scream from the rooftops that I recently found a novel that was enlightening. It was so full of information. Two brothers named Chip & Dan Heath wrote Made to stick: Why Some Ideas Survive and Others Die in 2007. And it still holds up seventeen years later—no contest. They really break down what makes something latch onto your noggin and stay there. The Heath’s broke their findings into six parts. A single part in the hands of a master is capable of making an idea or concept memorable, but putting them all together into a single concept(what they call a ‘Success checklist’)....that’s where things get really exciting. I’ll run you through them with a brief overview.
1. Simple (Central)
A story with a core message, it’s that simple. You can think of this like the theme of a novel or film. Situations occur around this major theme, but they all have roots in that singular core statement. If you’ve read: Hey, Whipple, Squeeze This by Luke Sullivan, this will be familiar.
2. Unexpected (Surprise)
Stories that lead you down a path you didn’t expect are ones you hold onto. I’m sure you can remember an ad, film or a series that led you through its story beats before completely turning your expectations on its head. This is something that’s familiar to Screenwriters that are worth their salt. A satisfying ending is one that the audience can assume will happen (the main character wins, the villain loses, yadda, yadda, yadda) but the actual outcome veers off into a direction that they didn’t picture or expect alongside that assumption.
3. Concrete
Make things easier on yourself and your audience, give them something they can touch, see, imagine. Avoid abstract ideas and concepts. Those are for the experts and unless you’re working in a B2B space, these things probably won’t be as effective.
4. Credibility
Do your research! Absorb as much as you can and filter those pieces of information into whatever your stirring in that mind cauldron(forgive me). An audience is more likely to accept the message of a piece of media if it’s backed by sources that they respect. On the other hand: anti-authorities can be super effective. A simple example is a close friend of yours telling you about the benefits of a new product their using. You’re going to think more positively about it and most likely purchase it yourself(if you need it).
5. Emotion
All of the greatest stories ever told have some element of feeling. Think the Bible, or the 1980s hit The Blues Brothers. Using emotion to your advantage is key and imperative if you want your idea to last. But be careful, some take it to excessive lengths. A big example of this, are non-profits dabbling in something aptly called: ‘poverty porn’. The romanticization or the exaggeration of a person’s quality of living to hammer home the idea that without your donation, things will only get worse. Imagine swarms of flies and Sarah McLachlan crooning in your ear. Yes, it might incur more donations, but the social aspect of this is harmful and will hurt your brand in the long run.
6. Stories
Specifically types of stories, they ran with three: Challenge plots, Connection plots, and Creativity plots. Challenge plots follow characters going head to head, the motivations of which vary. Connection plots are stories that we can see ourselves in. Lastly, Creativity plots are stories that are rife with new ideas, concepts, and unique ways to handle situations.
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And I’m just skimming over the top! This book is rife with real-world examples and knowledge from people that know what they’re talking about. If you want to get better at copywriting, story-telling, or just want someone to be passionate about something you're creating—this book is for you.