Today officially kicks off the Crafting an MBA book club. We’re reading Made to Stick
Does your business stick? Is it memorable? When you send out materials to bloggers or press or prospective buyers, will they remember it?
Because being sticky, or memorable, is what’s going to make people more likely to buy. Its going to make press more likely to cover you. And its going to make your story spread.
If you’re reading the book, hopefully this gives you a basic framework to think about as you read. Ideally, you’re reading and thinking, how can I apply this to my business? If you don’t have time to read along this month, this post and the others I have planned should still help you build your business.
In Made to Stick, Chip and Dan Heath explore the 6 basic concepts that make ideas sticky. Here’s how you might apply these principals to your business – in particular your marketing and press efforts:
- Simple. The brothers Heath define simple as core. When you are sending out information about your business, what is the core message or core product that you want to share? What’s the one driving idea behind your business? And what’s the one product that best exemplifies that idea?
- Unexpected. What about your business is different or unusual? What sets you apart? You can approach it as what sets you apart from most businesses today, but really, what makes you different from the other craft businesses out there? When something is unexpected, it makes people pause. And that makes them pay attention.
- Concrete. People don’t remember abstractions. Instead of talking about modern, stylish jewelry, give them concrete and vivid imagery. Everyone know what a square and a circle are – use shapes and colors people can relate to. And give your products names that give others an idea to latch on to.
- Credible. Credible is about making people believe that what you’re telling them is true. No one is more of an authority on your business than you, so write and talk from your own perspective.
- Emotional. How do you make people care about your business? You use emotional triggers rather than trying to persuade them with rational facts. Think about ways to appeal to their self-interest and their sense of identity.
- Stories. Are you telling stories about you and your business? People buy from indie makers because they are interested in the story. When you give people information in the form of a story, it gives them something to retell.
You may not be able to hit every one of these areas every time you send out an email or a press release. But the next time you sit down to tell someone about you and your business, use these principles as your guide. Focus on your core message, be unexpected, make people care, and give them a story to tell. And who knows, your business may suddenly stick with a lot more people!
looks like… just what I need right now. thanks!
The intro grabbed my attention. I need to rewrite ALL my marketing materials. They are are dry and boring, not creative, and definitely NOT sticky. I was initially perplexed about the difference between sticky ideas and successful marketing of a product. Your summary was of great help, Megan. I’m hopeful that the brothers Heath will go into much more detail on the subject of advertising. The six templates of successful advertising they described on pp. 22-24 – and in the endnotes, alas! – seem very useful.
Wow! There’s lots of meat in this intro. My brain was revolving between reading the info and analyzing how this can help my business. I want to have a professional “stickologist” evaluate my seat-of-the-pants advertizing and marketing and tell me what to change. I’ve done the repetition thing–ads for a year in a magazine and sending postcards to 500 potential customers–with NO success. I love the “Curse of Knowledge” idea! How do you identify what the customer doesn’t know to better pitch to her? I can’t wait to start on Chapter 1.
This is great stuff. I try to use concrete and emotional in product descriptions, but you’ve given me much more to think about. The framework is on target for me. Thanks!
Greetings Fellow Stickologists (unlicensed),
I am learning so much from Made To Stick. I’ve been a milliner for nearly 20 years and finally got tired of handing over 40-60% commissions for my hats and accessories to reps and decided to try Etsy. I discovered right away a serious business learning curve that wasn’t apparent to me when I let other people sell my product. The business end of it was something I dreaded and I paid a great deal for the luxury of not dealing with it. How to suddenly become a business thinker? I got incredibly lucky and found Megan.
I have to say, the scales are falling from my eyes with Megan’s Crafting an MBA website, Book Club and now Make It Stick. I feel inspired to tend my own garden very well. There is a lot to do, lots of changes to make and things to think about, and it’s FUN! I feel more connected to my business which surprisingly feels quite fresh and new with all this sudden attention after so long.
I’m still contemplating a “profound compact phrase” to describe the core of my business, but it’s coming into focus. The beautiful simplicity of being one with my intention – a solid foundation where my business can take root and grow like never before – I am learning.
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Wow- I hadn’t heard of this book yet, but I think I’m going to have to get myself a copy and follow along! This is exactly the kind of information I’m looking for to help me grow my business right now.
Running my own business is more work than I ever dreamed. I still feel rewarded. It is scary to think that 30% goes out to taxes. I had to call the comptroller today to find out if I needed to pay taxes on sales that I don’t tax. It’s crazy. I just downloaded Quickbooks. I’m off to a good start with that. Really simple. It’s free you know. I really understand the emotional part of making things stick. I think that the media has rode the pink ribbon to death. Everyone is looking for some bleeding heart to promote their business. I don’t have to look far. I’m technically unemployed for the last year and my 21 year old daughter had to have her thyroid removed last year because of cancer. My 25 year old mother of 3 small children had to face divorce. Through this all, I started a business. I thought it would be less stress than going to work for yet a new employer. LOL Well, good luck to you all.
Lots to chew on there. I think one of the biggest hurdles is to wait and be patient. Spinning wheels is fine but in between it takes patience to build a business momentum.
Articles like this are so encouraging & helpful. Thank you!
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