Stories make ideas sticky - Deepstash
Persuasive storytelling

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How to use storytelling to influence and persuade

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Persuasive storytelling

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Stories make ideas sticky

The right stories make people act. Stories encourage a mental stimulation that burns an idea into the mind. For example, a flight simulator is more effective than flashcards in training a pilot.

Good stories are collected and discovered rather than produced. There are three influential stories to look for:

  1. The challenge plot: The classic underdog, rags to riches, or triumphing over adversity. 
  2. The connection plot: People who develop a relationship that bridges gaps.
  3. The creativity plot: Making a mental breakthrough, solving a difficult problem, or creating an innovative solution.

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MORE IDEAS ON THIS

Concrete ideas

Concrete ideas are easy to remember. Something is concrete when it can be described or seen with the human senses. A v-8 engine is concrete, high-peformance is abstract.

Novices see concrete detail as concrete detail, but an expert sees c...

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The emotional component of stickiness

The goal of making a message emotional is to make people care. Feelings inspire people to take action.

  • The easiest way to make people care is to form creative associations between something they already care about and something they don't care about (y...

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Make an idea sticky with simplicity

To make an idea sticky, keep it simple. The idea should be stripped down to its core, where there is nothing left to take away. Use fewer bullet points. Use easy words. Reduce the ideas. The more we reduce the information, the more the idea will stick. 

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CHIP HEATH

“The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it's like to lack that knowledge.”

CHIP HEATH

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Six qualities that make an idea stick

There are two steps in making your ideas sticky: Step 1 is to find the core. Step 2 is to translate the core using the SUCCESs checklist.

  1. S - simplicity. It is uncomplicated.
  2. U - unexpectedness. It's surprising.

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Unexpected ideas

Use the unexpected to keep the attention. Humans thrive on thinking in patterns. When a pattern is disrupted, it is more easily remembered.

To make an idea stickier:

  • Identify the core message
  • Consider what is counter-intuitive or ...

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Credible ideas

How to create credibility when you don't have a true authority, such as experts, tradition, etc.

  • Use an anti-authority. A dying smoker can make the point that smoking is bad for you. 
  • Use concrete details. A person's knowledge of details is oft...

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