Last week, we explored an essential key for making your messages sticky.
This week, we’ll play with a secret shared by the funniest jokes, the most
memorable movies, & the most gripping stories. In fact, this quality is so
fascinating to human beings that it gets us to pay very close attention to
whatever comes next.
For
instance, did you know that Blackberries reduce IQ more drastically than
smoking marijuana? In a recent study, a researcher put three groups of
people through an IQ test. The first group just did the IQ test. The second
group did the IQ test while being distracted by email & phones. The third
group did the IQ test while high on cannabis. Unsurprisingly, the first
group did significantly better than the other two groups. But here’s the
shocker: the dope-smokers performed significantly better than the people
distracted by email & phones.
Did
the above snippet (which I originally read in Tim Ferris’s blog) get your
attention? I expect so – after all, it’s an unexpected idea. Human brains
love novelty – when we experience the unexpected, we pay very close
attention.
So,
to recap: in Dan & Chip Heath’s superb book “Made to Stick”, they reveal the
master keys to making your messages & ideas “sticky”:
·
Simplicity
– They convey something in a way that is simple & straightforward.
·
Unexpected
– They use surprise, interest & curiosity to get & keep attention.
·
Concrete –
They connect with what we can see, hear, feel, smell & taste.
·
Credible –
They are believable (testable against your own experience, if possible).
·
Emotional
– They connect with us on an emotional level.
·
Stories –
Stories resonate deeply with human neurology – they’re the ultimate delivery
system for ideas.
This week we’re going to focus on the Unexpected, a “tool” that shows up in
a variety of places:
·
Pretty
much any joke that makes you laugh
·
Many great
films (Eg. Fight Club, Sixth Sense, The Usual Suspects)
·
Great
Speeches (Eg. JFK “we choose to go to the moon in this decade and do the
other things, not because they are easy, but because they are hard”)
·
Sleight of
mouth, the NLP toolset for conversational belief-change
When your message creates a sense of surprise & builds curiosity, you’re
onto a winner.
1) Think of an
idea you’d like to convey. How can you structure it to harness the power of
the unexpected? How can you build suspense, generate curiosity, & surprise
people?
I’m
a delegate on a superb course, Broadband Consciousness, being run by my
friend Richard Wilkins. The course is taking place here in the UK. The other
day, while it was raining, Richard said “Did you know that there’s somewhere
just a mile from here where it’s always sunny?” Instantly curious (&
doubtful) we all asked “Where?” Richard point up & said “Right up there,
above the clouds”. He built our curiosity, then surprised us, with a message
that sticks in your mind.
Have a great week,
Best wishes
Your friend
Jamie
Jamie Smart
director of training
jamie.smart@saladltd.co.uk
If you have found this tip useful, please share it with any friends,
family, colleagues and associates who you think will be interested. You are
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continue to enjoy the tips. I am always grateful for any comments,
criticisms or other feedback that you may have. Please send them to
jamie.smart@saladltd.co.uk
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