what sticks part 2
TRANSCRIPT
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