Made to stick

This is a great book to read for a teacher journalist, politician or just someone trying to get your idea across . The book shows how stories are better than lists of facts and statistics and shows how structuring your message around concrete examples that are directly relevant to the needs of your audience is going to make your audience much more interested in what you have to say.The clever thing they do in the book is to use lots of stories from not-for-profit organisations that are seeking to get their message across  stories not just about people making money and how these organisations have been ‘creative’ in attracting the attention of their potential audience. The point that is made over and again is that it really has nothing to do with being creative, it is about knowing what the rules are that make a good story a story that is directed at illuminating your key message.
The  SUCCES case : 
• Simple — find the core of any idea 
• Unexpected — grab people's attention by surprising them 
• Concrete — make sure an idea can be grasped and remembered later 
• Credibility — give an idea believability 
• Emotion — help people see the importance of an idea 
• Stories — empower people to use an idea through narrative 
A thing that I learned in this book is that there should be one message, not three, that if you have three main messages no one will remember any of your ‘messages’.