"Made to Stick'' again

When I re-read Made to Stick, I was reminded of just how much of what we do is based on storytelling. As a journalist, I’m always looking at the best way to tell a story. In essence, I put the “Made to Stick’’ principles to work every day in my work. Currently, I’m working as a headline writer. My goal is to grab the readers’ attention and make them want to invest time in the story associated with the headline. In most cases a headline will incorporate all of the six principles outlined in the book by Chip and Dan Heath:
1. Simple: You want the reader to understand quickly
2. Unexpected: Readers want you to tell them something they don’t know. That’s news.
3. Concrete: It’s fact based
4. Credibility: Readers trust that what you’re telling them is right.
5. Emotions: You tell readers why this story is important to them
6. Stories: Every good headline tells a story
I think a primary key to incorporating the principles of “Made to Stick’’ into other disciplines, such as teaching is to think about the audience and what you’re trying to deliver to them. Maintaining that focus and applying the Heath brothers’ principles should yield a successful presentation every time.