Made to Stick Summary for Small Business Owners

10 Key Takeaways

Great for founders struggling to explain what they do or why it matters. This book helps your message become memorable and impactful.

• Your business pitch must be Simple, distilled to its absolute core, with no jargon.

• You must break your audience's pattern with something Unexpected to capture their attention.

• Don't talk in abstract terms (I optimize human potential); use Concrete examples (I help solopreneurs save 10 hours a week").

  Build Credibility by using specific data, a strong testimonial, or letting a prospect try before they buy.

• Your prospects buy with Emotion and justify with logic; you must tap into their core feelings (like fear, hope, or status).

• Wrap your message in a Story because a narrative is far more engaging and memorable than a list of features.

• Use the SUCCESs framework (Simple, Unexpected, Concrete, Credible, Emotional, Stories) as a checklist for all your marketing.

• You must avoid the Curse of Knowledge, that's where you know your service so well, you can no longer explain it simply to a beginner.

• These principles work for a solopreneur's website copy just as well as they do for a Super Bowl ad.

• The book includes practical exercises to help you apply these concepts and make your business idea sticky.

How to Make Your Business Idea 'Sticky'

The Heath brothers give you the "SUCCESs" framework to make your message memorable. A coach is the perfect partner to help you escape the Curse of Knowledge and apply it. We'll help you find the simple, sticky, and compelling message that makes clients say I get it, I want that. See how we guide founders in our AI coaching &  mentorship program.

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