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With spring comes not only a new season but a "sticky" new segment. Yes bookworms, the MarketingProfs Book Club is back with the hottest book of the year! Did I just say we have a hot and sticky segment? Hey, if it gets you folks reading and sharing ideas then this host is doing her job.
For those of you new to our Book Club, welcome aboard (sign-up here). And for those returning for another round, welcome back....
What’s the book? None other than "Made To Stick" by brothers Chip and Dan Heath. What’s more? Instead of giving away 30 author-signed books we’re upping it to 50 free books. Swear I’m not stopping until the world gets a book.
What, you want more than that? Done! Everyone gets a (FREE) bonus just for reading this post. My, how I’ve missed you bookworms.
While Round #1 discussed "social media" and Round #2 focused on "branding," Round #3 explores “communications”—more to the point, we’re learning how marketers can do a far better job of making sure our brainy ideas stick. And stick-it-out through the ages.
Made To Stick analyzes why some ideas survive while many others die. But that’s not all: the authors have deconstructed why ideas that didn’t have revenue incentives, like urban legends and fables, have amplified across social groups and over many generations to develop a 6-point “SUCCESs” system pinpointing how to get our messages to stick (and stay stuck). Told you we're getting sticky.
But don’t take my word for it; check out these rave reviews. Not only that, the recommendation for this book came from one of our own members, Kris Hoet, back in January. Rest assured folks, if you’re recommending, I’m listening! To kick-off this segment, we held a Q&A with the authors, in which I handed over the interview to fellow marketer Cam Beck. Take it away guys…
For whom was the book written, and why? All of us need to make our ideas stick from time to time. There are some people—teachers, ministers, politicians, and of course marketers—whose jobs depend on making ideas stick. Our book was written to help people make that happen. It’s fiendishly difficult to take the light bulb that’s in your head and recreate it in the minds of your audience. And that’s where the traits of stickiness come in...to refine our most important ideas so that they’ll endure.
Why does your book use so many examples of advertising? Advertising is a pure marketplace of ideas, so it’s a great laboratory for studying stickiness. Great ad campaigns, like Wendy’s “Where’s the Beef?,” thrive on the principles of stickiness. Subway’s Jared campaign, for instance, perfectly captures the power of a story to make an idea stick.
What is the most important lesson from your book? What do you most hope "sticks" with marketers? Use concrete, sensory language. Think of urban legends (the man who wakes up in an ice-filled bathtub without kidneys) or fables (Aesop’s The Fox and the Grapes). These ideas etch themselves into our brains because of their sensory hooks. And this may sound like common sense, and yet it is not instinctive marketing behavior. You only need to visit a couple of web sites to see the wasteland of bland abstractions: World-class customer service! Simplify your life! You can have it all!
In your book, you make several references to “The Curse of Knowledge.” How can knowledge be a curse...and how can it be overcome? The Curse of Knowledge is the arch-villain in our book. The Curse of Knowledge says that once we know something, it becomes hard for us to imagine what it was like not to know it. And that, in turn, makes us communicate to others like speakers of a foreign language. We forget to translate.
Think of the IT guy in the office who can’t give you a clear answer to something. He talks in jargon and abstractions that you can’t follow. And we’re all the IT guy in our areas of expertise—our knowledge complicates our communication. You can avoid the Curse of Knowledge by using the principles of stickiness. The power of a sticky idea is precisely that it crosses boundaries—boundaries of knowledge, experience, even culture.
In your interview with U.S. News and World Report, you called PowerPoint presentations the “kryptonite of sticky ideas.” What is the alternative? When we’re talking, or making presentations, we sprinkle in stories and anecdotes and specific examples. We treat them like garnish. And the bulk of our presentation consists of “high-level” talking points, which are almost always abstractions. PowerPoint feeds this tendency by giving us little easy-to-use bullets. And what do you put after a bullet? Certainly not a story. But stories and examples aren’t garnish, they’re the entrée. Most people communicate with, say, 3 parts exposition to 1 part story. That’s exactly backwards. Don’t let PowerPoint seduce you into meaninglessness.
OK, your host is back with a few points to cover before I close:
Sign-up by Friday, May 18th: Remember, to be eligible to receive one of the fifty author-signed books you need to be signed-up AND have your FULL mailing address stored in your MarketingProfs member profile (so we know where to send your book).
IMPORTANT: If you signed-up for the first or second segment you’re already in the database (so you need not sign-up again and yes, you're eligible for a free book). Free book recipents are chosen randomly.
Newcomers should hurry up and sign-up as I’ll be emailing the free book recipients early next week, so you have until Friday, May 18th, at 5pmPST to join if you've not already.
Did I say FREE Bonus for all? That I did. Cam Beck has conducted a thoughtful and thought-provoking 8-page analysis of Made To Stick’s major themes—and you can download it absolutely free. While it’s not a replacement for the read, it is a piece that emphasizes how we can make our ideas stick and stay stuck. Again, download this amazing piece right here (yes, do it right now, well right after you finish this post :-).
Lastly, Group Review for the book will start Tuesday, June 12th, giving you four weeks to get your books read and, uh, wait…did you hear that? Who’s cutting-in on my post? Oh, its word from our authors, let’s see what those “sticky guys” have to say: “Our passion is ideas and what makes them stick, so the opportunity to join a group of idea connoisseurs in the marketing community to banter about ideas, via the MarketingProfs Book Club, well ... it's going to be a heck of a good time! It's kind of like turning a group of physicists loose in a particle accelerator."
You heard it from them bookworms--get ready for your ideas to get a whole lot stickier in round #3!
P.S.: I hope you get a free book, but even if you don't, please do still participate: at $16.47 for the hardcover, and $15.26 for the eBook, the book is a steal for all the knowledge it imparts (an audiobook is also available for your listening pleasure). And don't forget there are many future segments in which to get a free book!
Helpful Links:
Have questions? Go here
Want to join the Book Club? Go here.
Still have questions not addressed in our FAQs? email me at: bookclub@marketingprofs.com
Lest we not forget our nifty disclaimer: Neither CK nor MarketingProfs is in any way retained by any author or publisher to promote any book or make any profit from the sale thereof. This book club is for the marketing community--we just get to learn alongside you fine folks :-).
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Comments
"Made to Stick" is one of the best business books I've EVER read. Easily in my top-5!
Posted by: Paul (from Idea Sandbox) | 05.15.07
By all accounts, this is a great choice, CK. Can't wait to dig in!
Posted by: Mark Goren | 05.15.07
CK, I'm looking forward to reading another thought-provoking book, followed by insightful and fun discussion.
Posted by: David Reich | 05.15.07
I agree, once you've made an idea "sticky" the rest is a piece of cake!
Posted by: Susan Martin | 05.15.07
Reading and thoroughly enjoying Made to Stick right now. Great to see how the Book Club just continues to grow!
Posted by: Mack Collier | 05.15.07
I'm on it like Velcro! This is my favorite book of the year, and I'm looking forward to discussing it with everyone.
Posted by: Nedra Weinreich | 05.15.07
Thanks for covering this. After having just read it, it'll be nice to reinforce the principles next month without mind-jostling a new self-mandatory book.
Good job on the paper Cam.
Posted by: Mario Vellandi | 05.15.07
Thanks all, I'm about halfway through the book already and it's a terrific system for 'getting it to stick'. One of my faults is picking too many benefits...so it's getting me to focus--also important is how we need to see the message from the audience's standpoint (as we're biased).
A heaping HUGE (!) thanks to Cam Beck, too, for putting together such a fabulous reference guide. Just as Dan Heath said, "You da man, Cam!" What I like through Cam's piece is how much we can promote fellow marketers through these segments in addition to our great authors. The way I see it? There are just so many smarties that we can share the spotlight. Makes sense to me and makes value for all of us.
Posted by: CK | 05.15.07
Cam. That 8 pager is AMAZING! You SO rock for putting that together.
I am now compiling a list of the 32 books sitting in my "have to read" pile and sending them over . No pressure, dude. But if you could do a one pager for each that would make my millennium. ;) ;)
Posted by: Sean Howard | 05.15.07
Sean - Send them over... I can't make any promises, but I'm very interested in what's on your bookshelf. :)
Posted by: Cam Beck | 05.15.07
Interesting and simple messaging in the 8 pager. I love it. Sticky is good!
I guess this might just be a positive coincidence that our new video aggregation startup is called http://www.videosticky.com
We named the site last year... but some of what you talk about in the 8 pager is very relevant.
Cheers!
Rodney Rumford
Posted by: Rodney Rumford | 05.15.07
Thanks CK (and Cam:)
I read the book shortly after it came out and was impressed enough to review it for several publications. Thanks Cam for your great contribution to the book club and this process.
Posted by: Lewis Green | 05.15.07
CK:
Can't wait to join the discussion... listened to MTS (Audible) twice as I commute, and loved it.
Good choice!
BARQ
Posted by: Jeff Rothe | 05.15.07
Lewis - Your post on this book was the tipping point I needed to buy it. So thank you, too. :)
Posted by: Cam Beck | 05.15.07
This is a great read, one I breezed through and have recommended to others. Good choice! David
Posted by: David Berkowitz | 05.15.07
Hey Lewis: Do you have some URLs for your reviews? I'd love to point bookworms to them.
Rodney: Great name for the co., good to meet you.
Jeff: Good meeting you too, you'll be amazed at what all you'll learn from the discussions (not only from the authors but all the members).
Hi David: I had a feeling you'd love this one. Oh, I forgot to tell you, the one you recommended to me "The Natural Laws of Business" saved my skin on a recent account...I owe you a TALL beer--and that book was worth the 4-week wait due to being out of print!
Posted by: CK | 05.15.07
Can't wait to participate in this one. Terrific choice.
Sandy
Posted by: Sandy Renshaw | 05.15.07
Should be a great read - just so long as no-one wakes up in the middle of night, in a bathtub filled with ice...
Posted by: Steve Woodruff | 05.15.07
Good one, Steve :) I love reading stories that stick...so long as nobody gets their eye poked out :) - seriously, books with stories can't be beat! Thanks for another great choice CK and the thorough analysis Cam!
Posted by: Bob Glaza | 05.15.07
Hi Sandy: Many thanks for the promo on your side and I'm looking forward to discussing this with you in june.
Steve: Ha! When people start to read the book they'll get it...for now, let's leave 'em in suspense. That's a keeper of a comment, friend.
Posted by: CK | 05.15.07
Wow... I am floored by how cool this whole thing is! The book and the authors both sound pretty darned cool, so I'm hoping that I am a lottery winner.
Cam, dude, that little piece of journalism is pretty impressive. I think I heard that 60 Minutes is hiring. The 8-pager is pretty damned impressive too. Man, you're giving slackers like me a really bad name. (I thought we had a deal, jeesh.)
Seriously, this is pretty cool stuff. Congrats to CK, Cam and Chip and Dan.
Posted by: Tim Jackson | 05.15.07
Excellent choice CK. I would love to be able to communicate my ideas in a "sticky" way. I definitely have the curse of knowledge -- even with the tiny amount of knowledge in my brain.
Posted by: Doug Hudiburg | 05.16.07
Interesting book choice. I couldn't make it into the other ones as I was too busy, but I am happy to be able to join in on this one :)
Woo!
Posted by: Nathan | 05.16.07
Bob, Tim, Doug & Nathan: Fabulous! Rope off June 12th week to discuss this great book...we could all use more stick in our ideas and messages, eh? We've had a lot of new members sign-up as well as plenty of returning members...so you'll meet many smart marketers, along with our sticky authors.
Posted by: CK | 05.16.07
I look forward to this as I have been writing a series on how to apply the book to the topic of employee engagement.
David Zinger
Posted by: David Zinger | 05.16.07
Hi David: So glad you’ll enjoy this segment of Book Club. Glad you’re writing a series mapping the book to employee engagement and I’m happy to promote it to members so do keep me apprised.
Through the book club we want to not only promote the authors and the discussion—as we learn as much from the members’ insights as we do the authors—we also want to shine the spotlight on the great thought leadership generated by fellow bookworms (as you folks sure are smart ;-).
Posted by: CK | 05.16.07
I think I'm going to step up to the audio book on this one. I've never tried a whole book in that fashion.
Thanks, as always, for putting this together CK. You keep us thinking and learning!
And, Cam, great interview and thanks for the gift! You should have mentioned this last night on the DMZ!
Posted by: Paul McEnany | 05.16.07
Thanks all but I need to give HUGE (!) thanks to...Ann Handley, Sharon Edwards and Val Frazee at MProfs. They do a TON of work "behind the scenes." And I likely drive them a bit batty in the process (cuz I'm a wee bit of a perfectionist, but let's not tell). Net/net: we do it to make this community better at their profession and to enable professionals to meet other marketers from all over the globe.
Oh, and the authors get a ton of homework, too. So kudos to them!
Posted by: CK | 05.16.07
This book has completely translated the way I talk in business. This is not hyperbole: it has changed how I tell stories in internal meetings, how I talk with customers and how we craft presentations at events. It's made a measurable improvement in my business life.
I did a Podcast with Chip back in January which you can hear here -> http://theinnovativemarketer.blogs.com/ideas/2007/02/podcast_13_mess.html
Posted by: Steve Gershik | 05.17.07
Steve: Good to 'meet' you. What a powerful, sticky, testament. I thank you for sharing this with readers. I know I'll be listening soon. I'm so glad to know of your blog now, too.
Posted by: CK | 05.17.07
CK~
For if the industry and commerce and material projects of a nation are carried on the backs of a few able, desperate men, then the honor and the glory of that society is carried and enhanced by the artist. You are one of those artists bringing artist to help on this. I want to continue being with your amazing book club and look forward to your new selectee.
Kathy
Posted by: Kathy Smith | 05.18.07
Kathy: You have been so much fun to "club it" with--and right there since Round 1.
What a beautiful comment; I'm so touched by your words and want you to know how very much I appreciate them (and how very much I take them to heart).
Posted by: CK | 05.19.07
Dan and I are excited to be a part of this round and it's great to hear so many of you have read the book already. Thanks to CK for making the arrangements, and Cam for the great intro! And Jeff, special gratituden for listening to the book twice during your commute. We're going to have to introduce you to talk radio!
Posted by: Chip Heath | 05.20.07
Owned this book now for months and it still is within reach on my desk...great stuff!!!
Jim
Posted by: JVRudnick | 05.29.07
CK:
I am eagerly anticipating the commencement of the MTS discussion. However, BMA (Business Marketing Association), the #1 professional organization in the USA focusing on B2B marketing, begins their 4-day international conference on 6/12 in Las Vegas with a Chapter Leadership meeting. I will try to keep up between sessions.
BARQ
Posted by: Jeff Rothe | 06.04.07
We recently reviewed Made to Stick and Cam Beck's summary of the major points and themes are dead on. This is a great title that is worth checking out.
-The Dimano Marketing Team
Posted by: Dimano Marketing | 06.12.07