You sell three points=You sell none! Sell only one point...

From the book 'Made to Stick'!

What do you want your audience to remember about your business, product, or service? The core idea ...that’s what! 

How?

The most important part is to pick that core idea, underline it, emphasize it, and repeat it. Here’s an example:

Let’s say I’m in court and you’re the judge while I’m the lawyer. If I present ten points, I’ll try to cover every detail, but the jury might get lost. Now, if I focus on one key point and repeat it, what do you think the jury will remember after the trial? Exactly—the one point. 

That’s called simplicity.

In the book, it mentions that proverbs are ideal. I’m not sure what that means exactly, but just roll with it.

Next, consider this: 

''One little blue sheep, two little blue sheep...”

Then suddenly, “Three—what the f*** is wrong with you!” Boom! Your three little blue sheep are gone. You didn’t expect that twist, right? Sometimes in life, you think you know what’s coming, but you get blindsided. You experience that “OMG, I never expected that!” moment, and guess what? You’re still thinking about it. That’s a memorable and sticky idea...use the unexpectedness!

Now, picture this: 

“Chris’s hair is like noodles. His skin is so pale it looks sickly, and his eyes are dark. He’s taller than John Cena (ha ha).”

Now you can see Chris, right? You won’t forget what he looks like for at least ten or twenty days because you saw him. This is what writers mean when they say, “Don’t tell, show!” This is called concreteness.

Next up, when someone in a high position says, “I’ll show you how your life will improve if you vote for me,” it’s vague. But when a president says, “Before you vote, ask yourself if you are better off today than you were four years ago,” that’s credibility. The evidence is right there; no need for stats or complicated math.

Now, why do you stop eating when someone accidentally says “poop” or “shit”? Why do those words hit differently? You see a villain in a story—a thief, a gangster—and you feel disgusted! That emotional reaction is intense, and it sticks with you.

Finally, let’s talk about action. How do you inspire action? Stories! Movies are rollercoasters of emotions; think about the ups and downs in series like Star Wars or Iron Man. They use these techniques to make you remember.

So today, you learned the six methods to make your ideas stick:

1. Simplicity

2. Unexpectedness

3. Concreteness

4. Credibility

5. Emotions

6. Stories

Now, go and write a f***ing awesome paragraph!