Made to Stick, by Chip and Dan Miller solves the problem of how to get ideas to stick in the mind. Marketers are first and foremost communicators, and so we are constantly working on the stickiness problem. Chip and Dan lay out the easy steps to creating a message that will be profoundly memorable.
The Millers describe the main characteristics of sticky ideas-Simple, Unexpected, Concrete, Credible, Emotional, Stories which spells out SUCCES.
Simple: It's the economy stupid-James Carville
Unexpected: 300 times more people are killed by deer each year than sharks.
Concrete: Land a man on the moon by the end of the decade-JFK
Credible: If you can make it in NY you can make it anywhere-The Sinatra Test
Emotional: If I look at the mass I will never act. If I look at the one, I will-Mother Teresa
Stories: The fox and the sour grapes parable.
This book is one of the most useful resources ever for marketers who want to spread their ideas!