Title: Valuable insights for marketers, advertisers and sellers
Product review: With an entertaining blend of case studies and startling research, the Heath brothers lay out the critical elements of a sticky idea. They are--1. Simplicity2. Unexpectedness3. Concreteness4. Credibility5. Emotions6. StoriesAs you might expect, the authors use these techniques to drive home their point. For example, in the chapter on stories, they talk about Subway's Jared campaign--quite a dramatic behind-the-scenes story besides being a near perfect example of storytelling in marketing.Although these six elements seem like common sense, they are woefully underapplied in business communication. The authors state it well--"Business managers seem to believe that, once they've clicked through a PowerPoint presentation showcasing their conclusions, they've successfully communicated their ideas. What they've done is share data."Well researched, easy to read and hard to forget.
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