How do you make your marketing message something that people will remember? You have to make it sticky. In their book, “Made to Stick, Why Some Idea Survive and Others Die,” brothers Chip and Dan Heath define a sticky idea as one that is understood, remembered, and creates some kind of change in a person’s opinion, behavior, or values. They studied the panorama of what makes ideas sticky by examining urban legends, ad campaigns, and even proverbs.
What they discovered was that making an idea stick is not about being charismatic, having lots of resources behind you, or even being a creative genius. What they identified were six traits that make ideas sticky.
