I Get So Emotional, Baby

Chip and Dan Heath’s book Made to Stick talks about The Curse of Knowledge, making our writing sticky, simple, unexpected, concrete, and credible. Now, we’re going to dig into emotions and how they attract your ideal peeps. Focus on the One The fifth principle we’ll discuss is emotion. Cue up, Whitney. Although many people get squirmy when the word ’emotion’ […]

Authority or Anti-Authority: Both Make You Credible

We’ve been exploring together the ideas set out by Chip and Dan Heath, in their book Made to Stick about The Curse of Knowledge, making our writing sticky, simple, unexpected, and concrete. In this post, we’ll continue looking at the six principles you can use to connect with your ideal clients by focusing on credibility. I Wanted to Look […]

How Being Concrete Can Make You Sticky

In the past few posts, we’ve explored the ideas set out by Chip and Dan Heath, in their book Made to Stick about The Curse of Knowledge, making our writing sticky, simple, and unexpected. In this post, we’ll continue our exploration of the six principles you can use to connect with your ideal clients. Dirty Deeds Done Dirt […]

Are You “Rutless?”

Billy Crystal and Debra Winger starred in the 1993 film, Forget Paris, which was the mostly forgettable story of a vertically-challenged NBA referee and his wife. What made the film memorable for me was a restaurant scene in which Billy’s character orders a meal and Debra comments that he always orders the same dish. “You’re […]

Six Ways to Combat “The Curse of Knowledge”

Chip and Dan Heath, in their book Made to Stick, wrote about The Curse of Knowledge and how once you know something you can’t unknow it. We’ve explored the notion of making our writing sticky and in this post, we’ll begin to explore six ways you can use to connect with your ideal clients. Holy […]