Picture it: It’s 1963 and hundreds of thousands in Washington DC are marching in protest of segregation. What if their storied leader Reverend Martin Luther King Jr. stands before the Lincoln Memorial and says:
I have a dream… of a fully-integrated, mission-critical, conflict-resolution application to repudiate racial subdivisions while delivering unprecedented congruity among myriad ethno-racial and socio-economic verticals, deployable across diverse, macro-environments synergistically that will be efficacious in transmuting global, ancestral infrastructure and ideology.
Would this message compel you to stand up for desegregation? Can it even sell sex to a sailor? Yet this is type of gobbledygook is what businesses use today in their press releases, websites, ads. To exorcise the demean within you that speaks vapid business jargon, you must become a disciple of Chip and Dan Heath, authors of Made to Stick: Why Some Ideas Survive and Others Die.
They lay out a simple formula for making your message stick whether you aim to end global warming or get people to buy fidget spinners. The six key principles spell SUCCESS (almost): simplicity, unexpectedness, concreteness, credibility, emotions and stories.
To sell anything whether it be a product or an idea, you must tell stories that are visual, easy to remember, counterintuitive and make people feel angry, happy, indignant. etc. Make them feel what you want them to feel through a story.