News
 How
Do You Spell Succes?
Ever wonder how to make your marketing message
stick? In “Made to Stick,” brothers Chip Heath and
Dan Heath claim it's as easy as spelling SUCCES
(sic). Reviewer Cam Beck of ChaosScenario.com
explains what the acronym means, and how you can
apply its principles to your own marketing efforts:
S - Simplicity: Streamline your message. The
more information you try to convey, the less
effective your message will be.
U - Unexpectedness: Surprise your audience
with new information or something they don't expect.
They'll be more likely to pass it along.
C - Concreteness: People respond better to
concepts they can grasp. Rely on concrete examples
(the number of miles to the bank) rather than
abstractions (the number of miles to the moon).
C - Credibility: Choose details and
spokespeople with care. A young person dying of lung
cancer, for example, will have more credibility than
a celebrity endorsement in an anti-smoking campaign.
E - Emotional: Why should anyone care about
your product or service? It's up to you to give them
a good reason.
S - Stories: Show, don't tell. Find stories
that illustrate how your product or service has
improved your customers' personal or professional
lives.
The Po!nt: Use the principles of SUCCES to
make your marketing ideas stick in the public
imagination.
---Source: Reprinted from “Why Some Ideas Survive
and Others Die (and How to Make Your Last)” of
MarketingProfs Get to the Point June 4,
2007newsletter (www.marketingprofs.com).
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Melissa Data
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