I think I stumbled upon Made To Stick while reading The New York Times online. Or was it from HOW?
Anyway, the article talked about how most successful ad campaigns were formulaic and could be reasonably replicated by non-advertising guys. It alarmed me initially. Not because I felt my job was threatened but more so because I wonder what that formula was. And so I had to buy that book.
Made To Stick wasn’t disappointing at all. It’s fun to read and thoroughly practical. I use the easy-to-remember 6-step “SUCCESS” process for all my stories, pitches and ad campaigns now. Highly recommended to teachers, trainers, marketers, PR chaps, and anyone who wants to persuade. Good stuff.
