# Sticky Messages ## 1. Fight "The Curse of Knowledge" Once you know something, you can't imagine not knowing it. You subconsciously tune your frequency to "Expert," using jargon and skipping foundational steps. To win, write like you are explaining things to your smart but impatient grandmother. ## 2. Simple: Find the Core Proverbs survive for centuries because they pack maximum wisdom into minimum words. "A bird in the hand is worth two in the bush" beats a 500-word essay on risk management. Southwest Airlines didn't have a 10-point strategic plan; they had one proverb: "THE low-cost airline." If a decision didn't help them be the low-cost airline (like serving chicken salad), they didn't do it. If you can't explain your value prop in one sentence after three beers, it is too complex. ## 3. Unexpected: Break the "Guessing Machine" Violate expectations. Instead of "excellent customer service," say "We don't answer emails on weekends because we want our staff to love their lives." Instead of a statistic about safety, show a safety video that gets interrupted. ## 4. Concrete: Use "Velcro" Never say "we offer high-performance solutions." Say "our battery saves you 47 minutes of charging time per day." The Heaths use the example of the "kidney heist" urban legend. We remember it because it has a bathtub, ice, and a note. It is visceral. Stop selling "solutions" and sell "bathtubs and ice." ## 5. Credible: The "Sinatra Test" You don't need a PhD to be credible; you just need to pass the "Sinatra Test": If I can make it there, I can make it anywhere. If you catered a dinner for the White House, you don't need to tell me your food is safe and delicious. The credential speaks for itself. Don't drown people in statistics. Give them one immense, verifiable proof point. "We power the security for the Pentagon" beats a 20-page whitepaper on encryption standards every time. ## 6. Emotional: The "Mother Teresa" Principle "If I look at the mass, I will never act. If I look at the one, I will." Stop trying to get people to care about "the industry" or "the metrics." Make them care about one person. Don't say "We help companies reduce turnover." Say "We help the VP of HR stop dreading exit interviews." Lead with the feeling, then justify with the logic. ## 7. Stories: The Flight Simulator A great story is a flight simulator for the brain. When you tell a story about how a problem was solved, the listener mentally rehearses that success. So walk the prospect through the simulation: "Imagine it's Monday morning. You open your laptop. Instead of 50 unread tickets, you see zero. You pour your coffee..." You are letting them "practice" the solution before they’ve even bought it. --- Reference: [Made to Stick](https://heathbrothers.com/books/made-to-stick/) Source: [LinkedIn](https://www.linkedin.com/posts/josue-valles_anyone-who-communicates-ideas-for-a-living-activity-7417610546847428609-aBB2?utm_medium=ios_app&rcm=ACoAAAC_pm0BBEsyWiigMhjQcWtNBihOeQKYnZw&utm_source=social_share_send&utm_campaign=copy_link)