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4.4 out of 5 stars29
4.4 out of 5 stars
Format: HardcoverChange
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Showing 1-5 of 5 reviews(4 star).Show all reviews
on September 23, 2009
If you work in advertising, read this book! This is one of the few books out there that effectively explains what many in the advertising industry knew on an intuitive level, but have likely had a hard time verbalizing. Brothers Heath pull it together for you. In an increasingly cluttered ad world, any piece of arsenal to help you get your idea to be noticed, and remembered, is useful indeed. If you have ever had a hard time explaining, justifying, or just plain convincing a client to do something a little different and perhaps risky, you need to put this book on your shelf. Or better yet, put it in your client's hands. I heard Dan speak at a BCAMA conference in Vancouver shortly after I had finished the book. He's a great speaker as well as writer, if you ever get the chance to see him.

My only criticism, and it's a small one, is that for some readers this book might be a little too academic in its approach. However, if you are one to seek out more than superficial explanations of why people behave they way then do, you will likely see this as a benefit.
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on July 10, 2011
The Heath bros. have written a comprehensive book on how ideas should be crafted to ensure they stick. The book does a good job treading the fine line between an academic and business audience, which is a feat in and of itself. This lends credence to what is being said, since you realize what they're saying has been vetted by both academia and the marketplace.

The book shows you why certain ideas sticks while others don't. It's extremely convincing and provides a few of those "ah-ha!" moments, where what they're saying is obvious, but only after they've said it. The best insight is what they call the 'curse of knowledge'. Every professional suffers from the curse of knowledge. We get too close to a product or service and present it to the market through our personal lens which is full of knowledge, rather than a customer lens which is void of knowledge. This happens internally too, where the story we're telling is already full of assumptions that shouldn't be there.
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TOP 100 REVIEWERon February 20, 2013
Really quick--before you have time to think--grab a pen and a pad of yellow sticky notes. Yes, they have to be yellow. Write down the following six principles of memorable messages:

1. Simplicity
2. Unexpectedness
3. Concreteness
4. Credibility
5. Emotional
6. Stories

It's a shame you're not in a bookstore right now--you could just tear the definitions right off of the dust jacket. Never mind. Now give yourself a moment to let your irritation pass at the cuteness of the first letters spelling out "success." There it goes. Not so bad, really. No worse than some of those sales management acronyms.

Now put this sticky note up where you work. And think about it for a day or two. Then read this book. I'm not saying buy it, necessarily. But read it. It will help you make your messages mighty and memorable. Tell people I said so. Yell it at them if you have to.
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on August 16, 2010
I read this book somewhat reluctantly, but found it to have good value and will be recommending it to others.
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1 of 3 people found the following review helpful
on March 31, 2007
The brothers Heath pick up the ball from Malcolm Gladwell's " The Tipping Point" and run with the stickiness idea. They score a touchdown with the synthesis of varying disciplines and the concise practical examples that they use.
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