Comments on: What the Tacoma Narrows Bridge should tell you about your marketing http://www.christopherspenn.com/2009/07/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/ Fri, 10 Feb 2012 02:20:00 +0000 hourly 1 By: Kyle http://www.christopherspenn.com/2009/07/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/#comment-4185 Kyle Wed, 22 Jul 2009 18:28:49 +0000 http://www.christopherspenn.com/2009/07/21/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/#comment-4185 This reminds me very much of the Chip & Dan Heath's book "Made to Stick". I think essentially you're looking for the markers of what makes a story resonate, or "stick" with people and give it legs. Simplicity, unexpectedness, concreteness, credibility, emotions, and finally, stories. Those are the Heath bros. 6 principles to getting a story to resonate/stick with people.<br><br>Marcomms still rely on lousy, dry gobbledygook that no one can recall or retell. Good luck getting your message and story to resonate with people when you can't even get them to recount your story.<br><br>This is another good metaphor to their book. This reminds me very much of the Chip & Dan Heath's book “Made to Stick”. I think essentially you're looking for the markers of what makes a story resonate, or “stick” with people and give it legs. Simplicity, unexpectedness, concreteness, credibility, emotions, and finally, stories. Those are the Heath bros. 6 principles to getting a story to resonate/stick with people.

Marcomms still rely on lousy, dry gobbledygook that no one can recall or retell. Good luck getting your message and story to resonate with people when you can't even get them to recount your story.

This is another good metaphor to their book.

]]> By: Kyle http://www.christopherspenn.com/2009/07/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/#comment-6050 Kyle Wed, 22 Jul 2009 18:28:49 +0000 http://www.christopherspenn.com/2009/07/21/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/#comment-6050 This reminds me very much of the Chip & Dan Heath's book "Made to Stick". I think essentially you're looking for the markers of what makes a story resonate, or "stick" with people and give it legs. Simplicity, unexpectedness, concreteness, credibility, emotions, and finally, stories. Those are the Heath bros. 6 principles to getting a story to resonate/stick with people.<br><br>Marcomms still rely on lousy, dry gobbledygook that no one can recall or retell. Good luck getting your message and story to resonate with people when you can't even get them to recount your story.<br><br>This is another good metaphor to their book. This reminds me very much of the Chip & Dan Heath's book “Made to Stick”. I think essentially you're looking for the markers of what makes a story resonate, or “stick” with people and give it legs. Simplicity, unexpectedness, concreteness, credibility, emotions, and finally, stories. Those are the Heath bros. 6 principles to getting a story to resonate/stick with people.

Marcomms still rely on lousy, dry gobbledygook that no one can recall or retell. Good luck getting your message and story to resonate with people when you can't even get them to recount your story.

This is another good metaphor to their book.

]]> By: Kyle http://www.christopherspenn.com/2009/07/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/#comment-4184 Kyle Wed, 22 Jul 2009 11:28:49 +0000 http://www.christopherspenn.com/2009/07/21/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/#comment-4184 This reminds me very much of the Chip & Dan Heath's book "Made to Stick". I think essentially you're looking for the markers of what makes a story resonate, or "stick" with people and give it legs. Simplicity, unexpectedness, concreteness, credibility, emotions, and finally, stories. Those are the Heath bros. 6 principles to getting a story to resonate/stick with people.<br><br>Marcomms still rely on lousy, dry gobbledygook that no one can recall or retell. Good luck getting your message and story to resonate with people when you can't even get them to recount your story.<br><br>This is another good metaphor to their book. This reminds me very much of the Chip & Dan Heath's book “Made to Stick”. I think essentially you're looking for the markers of what makes a story resonate, or “stick” with people and give it legs. Simplicity, unexpectedness, concreteness, credibility, emotions, and finally, stories. Those are the Heath bros. 6 principles to getting a story to resonate/stick with people.

Marcomms still rely on lousy, dry gobbledygook that no one can recall or retell. Good luck getting your message and story to resonate with people when you can't even get them to recount your story.

This is another good metaphor to their book.

]]> By: John Heaney http://www.christopherspenn.com/2009/07/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/#comment-6051 John Heaney Wed, 22 Jul 2009 02:25:31 +0000 http://www.christopherspenn.com/2009/07/21/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/#comment-6051 Loved the resonating bridge metaphor. Very appropriate since so many marketing efforts result in similar disaster because the company tried to impel a resonating message. I can't count the number of times I've met with clients who are uncontrollably excited about their latest yawn-inducing piece of engineering that they are certain will change the industry. "It's 5% faster!" "It reduces the friction coefficient by 12%!" "It prints directly on the box without moving parts!" Yawn. But they never listen. They know what they want to broadcast, and if the message isn't resonating, it must be because we didn't broadcast it enough. Could there possibly be another reason? Loved the resonating bridge metaphor. Very appropriate since so many marketing efforts result in similar disaster because the company tried to impel a resonating message. I can't count the number of times I've met with clients who are uncontrollably excited about their latest yawn-inducing piece of engineering that they are certain will change the industry. “It's 5% faster!” “It reduces the friction coefficient by 12%!” “It prints directly on the box without moving parts!” Yawn. But they never listen. They know what they want to broadcast, and if the message isn't resonating, it must be because we didn't broadcast it enough. Could there possibly be another reason?

]]> By: John Heaney http://www.christopherspenn.com/2009/07/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/#comment-4183 John Heaney Tue, 21 Jul 2009 19:25:31 +0000 http://www.christopherspenn.com/2009/07/21/what-the-tacoma-narrows-bridge-should-tell-you-about-your-marketing/#comment-4183 Loved the resonating bridge metaphor. Very appropriate since so many marketing efforts result in similar disaster because the company tried to impel a resonating message. I can't count the number of times I've met with clients who are uncontrollably excited about their latest yawn-inducing piece of engineering that they are certain will change the industry. "It's 5% faster!" "It reduces the friction coefficient by 12%!" "It prints directly on the box without moving parts!" Yawn. But they never listen. They know what they want to broadcast, and if the message isn't resonating, it must be because we didn't broadcast it enough. Could there possibly be another reason? Loved the resonating bridge metaphor. Very appropriate since so many marketing efforts result in similar disaster because the company tried to impel a resonating message. I can't count the number of times I've met with clients who are uncontrollably excited about their latest yawn-inducing piece of engineering that they are certain will change the industry. “It's 5% faster!” “It reduces the friction coefficient by 12%!” “It prints directly on the box without moving parts!” Yawn. But they never listen. They know what they want to broadcast, and if the message isn't resonating, it must be because we didn't broadcast it enough. Could there possibly be another reason?

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