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The second method refers directly to our thoughts. We find it just as convincing as the first method and besides, we are seeing with our own eyes a person who is starving – but most specifically, it encourages us to take action. That's because, rather than reason and facts, feelings are the major driving force behind human action. Therefore, if the intention is to get individuals to act, the message needs to explicitly refer to emotions. If it displays photographs of people whose life and health have been ruined by smoking, an anti-smoking campaign can have a greater effect; these types of images drive the viewer, while statistics and facts have hardly any emotional influence. In presenting a concept, concentrate on emotional sparks, not on the dry truth. Chapter 7 - Arouse the interest in action are most successful if the viewer has something in it. Emotional interests work because humans are more involved in other humans than in facts and statistics. But humans are most focused on one individual in particular: themselves. People always wonder, before deciding to do something, "What's in it for me?" So an appeal would be much more powerful if it can prove to people that there's something for the viewer in it. To profit from this, a company shouldn't just mention the functionality of its latest television; it should show consumers how these functions will help them directly. The customer should be able to picture themselves, in their mind's eye, relaxed on the living room couch, enjoying the advantages of these wonderful additional features. In a campaign in Texas that seeking to stop young people from littering, this attitude was used. It created the name, "Don't mess with Texas," and had Texan stars and regional sports team players read it out that the teenage Texans might relate with. What's in there for me? In this scenario, it was for young folks through their actions to feel associated with their cultural icons. "Real Texans like me don't leave litter on the sidewalk," the campaign led them to believe. Chapter 8 - When they're told like stories, ideas stick. For the mind, a story similar to a flight simulator. It helps us to get within the action and predict how we will respond in a similar situation. Usually, people make the critical mistake of choosing a meaningless slogan over a good story while attempting to promote an idea. While slogans can help have an idea to stick, they are not very helpful in encouraging individuals to take action. This is where stories and explanations are most powerful. The fast-food chain Subway, for example, benefited significantly from the real story of Jared Fogle, a massively overweight man who succeeded to lose weight to a healthier size with a basic diet of two Subway foods a day, No slogan can run against a story like this one. Almost all of the strong stories accompany common themes. The challenge where a "David" takes on a "Goliath" is a classic example. Stories like these encourage so many individuals to act immediately, following the example of "David." Where a "Good Samaritan" helps a random person truly needy, another common theme is reaching out. In general, this sort of story is great at encouraging stronger social actions. Creativity stories, like the apple landing on Newton's head and influencing his gravity theory, make individuals see the world from a different angle or think beyond the limit. Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath, Dan Heath Book Review In this book, the primary point is that any idea may be presented so that it sticks. In particular, popular stories, promotional campaigns, and sticking ideas have recognizable features that can be summarized in the mnemonic SUCCESs. Simple - find the essence of every idea Unexpected - catch the attention of people by shocking them Concrete - ensure that an idea can be understood and later remembered Credible - give an idea of credibility Emotional - help people to see the value of an idea Story - empower people to use an idea through a story SUCCESs is the formula for sticky ideas.