B2B Demand Generation | The Made to Stick Success Model
The New York Times best-seller, Made to Stick - contain a model on sticky ideas. I share 
because is it a perfect model for content marketing professionals. Want to create compelling content? Ensure it adheres to these principles.
Here are the Made to Stick Principles, which follow the acronym SUCCESS:
- S- Simple
Find the essence of the idea. (Southwest is THE low-fare airline.) Less is more. - U - Unexpected
To get attention, do the unexpected. Appeal to curiosity by asking questions. “What are Saturn’s rings made of? - C - Concrete
Paint a mental picture. (This is why story-telling is so powerful.) Use sensory C - language. - C- Credible
Use outside experts or anti-authorities. This is why every business needs to compile a list of the top 12 thought leaders in their industry. - E- Emotional
People care about people, not numbers. Appeal to the person using What’s In It for You. - S - Stories
As the authors say, “stories drive action through stimulation (what to do) and inspiration (the motivation to do it) Story-telling is immensely powerful in B2B demand generation.
Leverage the SUCCESS model in content marketing and watch the results. Please let me know how it goes.
Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.
“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.
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Jeff Ogden