Here is an exerpt from the Sticky-Book. For a little background, the authors tell us that for an idea to "stick" it must have the following attributes: Simple, Unexpected, Credible, Concrete, Emotional, and be told in a Story - they make the acronym SUCCESs. Each chapter of the book goes into detail about one of the attributes. Here is an anecdote from the Unexpected chapter.
A high school journalism teacher was trying to teach students how to create the lead paragraph for a school newspaper story. He gave them this information: "Kenneth L. Peters, the principal of Beverly Hills High School, announced today that the entire high school faculty will travel to Sacramento next Thursday for a colloquium in teaching methods. Among the speakers will be anthropologist Margaret Mead, college president Dr. Robert Maynard Hutchins, and California governor Edmund 'Pat' Brown.
The teacher let the students go on the assignment. After some time he collected their work. Most students organized the above information into a single sentence. Something like "Governor Brown, Margaret Mead, and Robert Maynard Hutchins will address the faculty next Thursday....blah, blah, blah!". He laid the papers aside and said "the lead for the story is 'There will be no school next Thursday.'"
See how effective that is? It would certainly be communication that stuck!
TBL - Go buy this book!
P.S. I have changed the settings for the blog so people can leave anonymous comments without having to log in.
Here are some pictures left over from yesterday. The first two, though are pics that Mike and Barry got today at the Ely Cathedral (built in 1081).
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