Spotting Ideas - vs. Creating Them
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I held off reading the Heath's book for some time, I guess because it was a best seller (no, I don't understand that logic either). Once you start, the book is one of those you can not put down.
Key points: learn how to spot stories about your key message. Then, and this is probably harder than it seems, write them down and tell them to others.
Stories win hand down in the fight for retelling over and over. Don't recite all the facts about your product or service. Tell a story about someone using it.
Subway marketers turned downe the story about the Subway afeciando who lost a lot of weight by dining exclusively at Subway repeatedly because they didn't think the story would work. It took a franchisee to recognize it's utility and to pay for the first television spots about Jared (Heath, 219). Only then - and it took some time - did Subway national take notice and begin to use the story.
Stories work better than facts, especially in the battle for space in people's minds. And, to make things easier, sometimes it is just as easy to spot stories as it is to create them (Heath, 240). Making up stories, it seems, is just as hard (or easy, according to your viewpoint) as finding stories in your day to day experience.
Me, I prefer finding them to making them up.
Reference
Heath, Chip and Dan Heath. Made to Stick. Why Some Ideas Survive and Others Die. Random House. 2007.