The Made To Stick blog is a great companion to their book, which remains my favorite book on communications. This particular post give you a nutshell version of their approach to taking a key message and making it 'sticky.' It starts with a bunch of interesting statistics on the mission, then this challenge:
It's too easy to get lost in the numbers and forget the emotion and the cause that will cause people to act. This holds true at for companies as much as non-profits. A brand that engages emotion is infinitely more powerful than a brand that is only rational.
"Give yourself this mission: To boil it all down. No one is going to read all these stats, and even if they do, they won’t remember them. They certainly won’t be moved to action by them. So how can you get people *excited* about “girl investment”? Imagine that you’ve got 2 minutes of the audience’s attention to make your case. How would you translate the data into something simple, emotional, specific? (By the way, just by thinking about this, you’re already ahead of the game — most social enterprises I’ve worked with would have simply published the PDF and declared victory…)"
It's too easy to get lost in the numbers and forget the emotion and the cause that will cause people to act. This holds true at for companies as much as non-profits. A brand that engages emotion is infinitely more powerful than a brand that is only rational.
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