This device isn’t a spaceship, it’s a time machine. It goes backwards, and forwards… it takes us to a place where we ache to go again. It’s not called the wheel, it’s called the carousel. It let’s us travel the way a child travels – around and around, and back home again, to a place where we know are loved.” – Don Draper
Mad Men’s Don Draper understands the importance of messaging. Get it right and success ensues. Get it wrong and… In one particular episode, Kodak needs help introducing a new technology for their slide projectors. The creative team spends most of their time touting the technological advances of the “wheel.” Finally, Don Draper delivers the soliloquy above to close the deal with a Sticky Idea.
Chip and Dan Heath’s book, “Made to Stick: Why Some Ideas Survive and Others Die,” discusses what it takes to make sticky ideas. Interestingly, Don Draper follows the principles for the “Carousel” pitch:
Simplicity Short and deep Messages are most memorable
Unexpectedness Common sense won’t stick. Uncommon sense generates interest and curiosity.
Concreteness Indelible images leave sensory impressions
Credibility The example must support the message. Been there, done that, got the scar.
Emotions Examples that involve people also move them.
Stories Stories are “mental flight simulators.” They prepare us to respond quickly and effectively.
Even when you have gotten the right message and made it sticky, execution on the how to make the message and what the message should accomplish must be on target. Bad execution wastes a sticky idea.
Keeping your message Crisp, Pertinent, Energetic and Focused (CPEF) is critical so that you can gain and keep attention to your product or service. And when the message content also follows ADIA, then your potential success of your “Sticky” message goes way up.
One thing that I have noticed with Social Media is that these fundamentals hold true but in the world of Key Words, Facebook and Twitter a slightly different focus is needed. It is very easy to lose your way through all the social media. You can “retweet” yourself into overexposure or a mixed message. You can miss the right Key words or hash-tags to make your message or business relevant.
To counter the urge to over extend and dilute your message, one more technique can help – ARC analysis. Attraction, Retention, Capture (ARC) analysis is a quick method to determine if your social media techniques are sticking to you message.
When you start your Branding or messaging campaign, it is important to determine what topics are going to be addressed by your social media program. Building a collaboration environment in today’s market environment and staying focused on those areas where you provide the most value is crucial. Knowing the topics that you will cover (attract), the information you want to release/forward (retain) and how that motivates your followers (capture) allows you to tailor you message to not only improve the collaboration environment but also bring your message or brand to the forefront of thought. Over time, you then use your original analysis as a filter or benchmark to determine if you are staying on tract with your original goals.