You have a challenge, how can you get your customers to react to your marketing?
Often the logical reason why people should buy or use your products or services is obvious and despite everyone knowing why they should buy, for whatever reason, they simply don't buy or don't buy from you. You can advertise that you are good at what you do, or you do it for a good price, but your promotion doesn't seem to generate the reaction you want.
When you are feeling stuck, it's time to get sticky!
Chip and Dan Heath have a phenomenal book called "Made to Stick", (a must-read). They explain in depth the phenomenon of certain ideas that simply stick with consumers.
One of the first cases discussed is how the Center for Science in the Public Interest's, struggling to educate consumers about the unhealthy amount of saturated fat (37 grams) in movie theater popcorn. They tried advertising, educating about the number of saturated fats in the popcorn and the dangers of too much fat, but people simply didn't pay attention.
"The challenge, Art Silverman realized, was that few people know what "37 grams of saturated fat" means. Most of us don't memorize the USDA's daily nutrition recommendations. Is 37 grams good or bad? And even if we have an intuition that it's bad. we'd wonder if was