This is the classic guide to helping you shape your stories to make them sticky. It gives you a set of simple tools and techniques that enable you to refine your message so it becomes more effective.
The particularly great news is that these skills are something that you can learn, it’s not just the gift of the instinctive storyteller. You can deal with the curse of expert knowledge by taking dense and statistics heavy messages, and turning them into short snappy stories that really resonate with your audience.
You will be introduced to the principle of SUCCESs:
- S – Simple
- U – Unexpected
- C – Concrete
- C – Credible
- E – Emotional
- S – Story
Take any message you want to spread widely, test it against these criteria and refine it until you hit more of them. Do this and it’s certain you will hit more people, and the message will stick better with each person you reach.
Simple and practical, this is a great guide for those of us who default to the position of the expert, and who sometimes need to step back a bit to pull others along on our journey.