what sticks part 2

Improving Communication

Written and Presented by: Michael Evanchan

What Sticks?Part 2

Based on the book:

2 Steps1) Find the Core

2) Apply SUCCESs

SUCCESs

Simple

UnexpectedConcrete

Making the right associations help others

believe, care and act

Credible

Story

Emotional

Credible

How do we make them believe?

External Credibility

Experts

Celebrities

Clients

Internal Credibility

Details & Statistics

“Statistics aren’t inherently helpful, it’s the scale and context that makes them so”

“Statistics aren’t inherently helpful, it’s the scale and context that makes them so”

Form an Association

Emotional

What do people care about?

People care about themselves

Form an Association

Don’t Care

Care

Association

Story

Drive Action

Spotting the right stories help simulate and inspire

action

Spotting the right stories help simulate and inspire

action

Spotting the right stories help simulate and inspire

action

us to actTeaches

us to actInspires

What Sticks?

2 Steps1) Find the Core

2) Apply SUCCESs