If you want your idea to travel from person to person so it can stick in the cultural consciousness you need people to share your idea with others. It won’t be enough for you to try to tell everyone. You need people sharing your idea for you. The way to get people to spread your message is to tell a good story.
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In order for people to take action, in order for them to share your idea, they need to care about it. That’s where emotion comes in. Emotion elicits a reaction. it makes people act. The emotional component of stickiness is making people care enough to want to share your idea and message.
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Trust is perhaps the biggest barrier to closing a sale online. You can do everything right, but if your customer doesn’t have trust in you at the all important moment of buying, you won’t make a sale. With ideas it’s also important that people believe them. Your audience needs to trust that your message is true. Your idea needs to be credible before it will stick.
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When you convey an idea to an audience you want your audience to receive your message the way it was intended. You want them to understand your message. Otherwise you haven’t really communicated anything useful. If your audience doesn’t understand your idea, the fault lies with you. It’s up to you to make sure they understand what it is you’re trying to say.
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The first step in communicating your idea is attracting attention to it. Someone has to notice your message before anything else. Your idea also needs to hold attention. It needs to maintain the interest of your audience if you want your message to stick with them.
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