Things Learned from Made to Stick

Why do we remember the details of a funny or gross story yet have trouble remembering information that is vital to us?  The reason is the “stickiness” of the idea.  I recently read a book called Made to Stick.  It’s a marketing book by Chip and Dan Heath.  I thought I’d share some insights on making the gospel stick.

Simplicity is Sticky – We must answer the question, “How do I communicate my idea in a one-sentence proverb?”  The more complicated something is the more easily it’s forgotten, so “What can be stripped off the idea?  Sticky Ideas are Compact AND contain the Core of the idea. – Shorter sentences, less words are important to be remembered but not if the core of the idea isn’t communicated.  The most sticky ideas do both by communicating the core of the idea in a compact form, such as in a proverb.

To be Sticky, Use Unexpected Twists – Surprise is good but what is better is generating curiosity and increased interest.  This can be accomplished by generating gaps in people’s knowledge then filling those gaps.

Use Everyday Items to Create Clear Images in People’s Minds – Example: 37 grams of fat in a tub of popcorn means nothing to most consumers but saying, “This popcorn has the same fat as these three meals.” While showing a table filled with bacon & eggs, a McDonald’s Big Mac meal and a steak dinner is a clear message.   A Concept becomes Stickier When Tied to an Idea We Already Know.  Instead of giving a stream of data to be memorized using a well-known schema increases stickiness.  Example: a pomelo is a tangy, citrus fruit, with a yellow to pink flesh and a soft rind is much harder to remember or even comprehend than a pomelo is a super-sized grapefruit with a soft rind.

Avoid the Uncertainty Paralyses – In a study people were asked if they would go a on trip to Hawaii after a huge final exam that was important to their future.  They could buy the tickets and go, not go or pay $5 to hold tickets price for 2 days.  If the participants knew they passed the majority would go to Hawaii as a reward, if the participant of the study knew they failed, the majority still said they would go to cheer themselves up but if they wouldn’t know the outcome of the exam for 2 days, the majority would pay the $5 and wait for the exam outcome.  This doesn’t make sense since most would go whether they passed or failed.  The only explanation is caught up in uncertainty people postpone action.

Sticky Ideas Command Attention – The biggest problem of communication is getting and keeping people’s attention.  To create an idea that sticks, this issue must be overcome.

Invoking Self-Interest in How You Present Your Idea Makes It Stick. – You can do ____________ in five days with our program.  Sales people have learned this by emphasizing the benefits over the features.  “You’ll have the best looking lawn in your neighborhood.” sells more than, “Our seed is guaranteed to be 90% weed free and to grow quickly.”

Avoid The Curse of Knowledge – Knowing to much causes people to want to share it.  Instead of focusing on 1 or 2 key points they speaking gives massive amounts of information and the listeners remember none.  It’s like trying to get a drink out of a fire hose.  It’s more effective to use stories and engage people’s emotions.

Let’s all examine our presentation of the gospel and our church vision by seeing if we’ve presented in a way that sticks.

 

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