Simple
Unexpected
Concrete
Credible
Emotional
Stories

Simple – Create a Simple Message
Kiss – Keep It Simple Stupid
Sticky = Simple
Simple yet profound – i.e. Clinton’s “It’s the economy stupid”
Simple Ideas presented well will sell.

Unexpected – Give them a marketing message they won’t be expecting.
Surprise them with your unique standout message and then back it up.
Our brain is wired to notice something different.
Use this when building your marketing story.

Concrete
Provide concrete data – the brain is also wired to accept and understand concrete data readily.
Ask yourself – what associations to your message can you conjuring up that will help back up your statement?

Credible
The brain is also Wired to believe facts.
Use facts in a credible way like :
Create Sticky Thoughts through painting pictures that prove your point through things that everyone can relate to.

Emotional
Logic leads to conclusions but Emotions lead to actions.
We relate to human stories, use emotion in your story telling when selling your point.

Stories
Tell stories to make your marketing message stick.
Use the principles like Subway did with the Jarred Story Campaign.

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