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Stickiness in 2010 ... Or 2010: The Attention Odyssey

Posted by Tony Morse on December 21, 2009 at December 21, 2009 3:21 PM

"Nobody pays attention anymore."

"There's too much meaningless information out there."

"It's impossible to get noticed."

Familiar complaints? Yeah - heard 'em a dozen times at least. The bad news is the situation is not getting better ... for most people. My challenge to communicators and marketers in 2010 is to rethink your messages.

What are the things you remember? They're stories, not list of facts. They're simple, surprising, real (or based on something real), believable and make us feel something. In other words, what people remember are compelling stories.

Some people get it - many don't. It's because of those who don't get it that we feel like the world is full of meaningless garble that's impossible to hear and remember.

It doesn't have to be so difficult to be heard ... or to get people to pay attention. Chip and Dan Heath offer advice in their book Made to Stick: Why Some Ideas Survive and Other Die to help craft messages that people will remember: Simple, Unexpected, Concrete, Credentialed, Emotional Stories (SUCCESs). It's an easy read ... go figure!

Once you start telling stories, not only will be people listen and remember them, but they'll become curious. Curiosity leads to questions, engagement and ultimately a relationship that is capable of moving your business.

What's your story? How are you telling it?

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