Made to Stick
Sales
Use effective storytelling with relatable characters to motivate people to act
from Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath, Dan Heath
How to Apply This
- Tell a story using a real-life character as the protagonist
Let’s say you’re launching a new dietary product that can help people lose weight. Use a video testimonial of an average Joe who used your product to lose massive amounts of weight. Show the audience the before and after photos, and let the individual share the story of their struggle with being overweight. Present the story as a tale of perseverance, courage, and overcoming great odds to finally achieve a goal.
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