Made to Stick:Why Some Ideas Take Hold and Others Come Unstuck

I think, the six principals,those are written in the book, are explaining very well the way that should  be followed to make an idea stick.

Simple:find the core and then express it as simple as possible,but in the form of a compact idea.In other words, the idea should not be a simple one,in contrast it should be full of meanings,just its explanation in a simple way.

Unexpected: to grab audience's attention,you should open a gap in people's minds and then fulfill it in the next steps.You can keep them active,emotional till the end by this way.

Concrete: explanations should be in terms of human actions,in terms of sensory information.Because, people,in general, remember concrete data,not slogans.

Credible:all parts of your idea should be in consistence with each other and as a whole, it also should be applicable to another similar cases in the future(of course, by modifying it in case of necessity)In other words, it should have both internal and external validity.

Emotional: you should create empathy for specific individuals to show that your ideas are associated with the things they interest in.Saying differently, you should appeal to their self-interest and indentities as well.

Stories: as they are part of real life, for most of people, stories are much more meaningful than texts.We can say that, stories are more powerful than abstract things.