Book Review l Made to Stick

Not so long ago, the state of Texas had a roadside littering problem to match its size. Faced with the monumental task of getting the attention and changing the habits of the proud and independent Texan, the state came up with a slogan covered in stickum: “Don’t Mess with Texas”. In the first year, littering was reduced by 29% and the state saved over one million dollars.

Avis found itself trailing Hertz every year. The reason that you know what comes next is because they became sticky. They embraced their #2 position and became the “We Try Harder” company. Subway sandwiches may be healthier, but what we remember is that Jared lost over 250 lbs. eating them. JFK (a sticky set of initials) grabbed the imaginations of an entire nation with the words ”…put a man on the moon and return him safely to the earth" within a decade.

What makes ideas stick? According to the authors/brothers Chip and Dan Heath, stickiness has the following attributes: simplicity, unexpectedness, concreteness, credibility, emotions and stories. Their book is filled with memorable examples of creating stick in all areas of our lives. When you present yourself and your product, do you create, and use, the attributes listed above? The authors present this example. Journalists are taught that a lead line (the first sentence or thought) is what grabs the attention of your audience. If you do not take advantage of your first and only chance to capture your audience it is known as “burying the lead”. What could you uncover or reveal to your prospects so you can avoid “burying the lead”.

Is your advertising accomplishing what you intend? Are you memorable to your clients? Is there emotion allied with creditability in your presentations? In short, are you and your business Made To Stick?

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Dr. Brian Beirl enjoys an active general dentistry practice and is also an author, educator, presenter, consultant and business coach. He has published, the bookbinder, a popular business fable regarding the personal challenges of running a business, and the soon to be released, the bookbinder,Janis’ Story, a story of a woman’s struggle to balance her professional and personal life.