Boil It Down to Just One Thing

I'm reading an excellent book called Made to Stick. The authors claim they consider it a companion piece to The Tipping Point, but my suggestion is this: If you haven't read either and only have time to read one, read Made to Stick. Malcom Gladwell is a good writer, but the brothers Heath are excellent teachers. And they want to teach you the same tools they use constantly throughout their book.

Simplicity
The first quality of a sticky message, according to the authors, is simplicity. One example they used is the gruff wisdom of Curly (Jack Palance) from City Slickers, who shared the secret to a happy life with city-dweller Mitch (Billy Crystal). Curly held up a single finger and told his clueless charge to find one thing that he's passionate about -- it doesn't matter what it is -- and be about that one thing. Once Mitch did that, Curly said, it didn't matter what else went on around him. He could tune it out.

In truth, it does matter what that one thing is, but the point is clear: Find what you love, and dedicate yourself to it! Be passionate about it! And don't be afraid that everyone is looking.

In marketing, simplicity just means you've got to boil the central message down to its essence. Discard the happy talk and get to the point. The more your message is about, the less it will be understood.

This is the first part in what will be a 6-part review of Made to Stick. - Cam Beck

Comments

[mvellandi]

Your points remind me of my early Business Comm classes. Write short and straightforward sentences and use the active voice.

When first writing, I catch myself wanting to elaborate and put the message in a way that makes sense to me. It's great to hash these thoughts out, sure...but most importantly is to remember that we aren't writing to ourselves.

We're writing for an audience with limited time. Their willingness to listen/read is based on the permission they give us IF we make our messages concise.

[Drew McLellan]

Cam,

Ahh, so easy to say, so hard to do. This is one of those things that clients wrestle with every day.

Often, they are so compelling to shove everything into an ad, website, brochure or speech that they simply cannot see the noise they are creating.

I consider it a major victory when a client begins to say this back to us.

Drew

[CK]

I adore this book...on Chap. 2 and will be following your great series. Thank you ;-)

[Gannon]

I've been reading the book also and like it a lot. It's written with very clear language, and the concepts are easy to understand.

[Steve Woodruff]

Made to Stick has quickly become one of my favorites. It's a classic for all forms of communication - and definitely a touchstone for folks in branding/marketing. Chip and Dan are really nice guys also!