This is from the Easy Reference Guide in Made to Stick to give you a bit more of an idea of what the book covers. And how to make messages stick in the minds of your audience.
What is sticky anyway? Understandable, memorable, and effective in changing behavior.
The Six Principles to a successful sticky message: SUCCESs - Simple, unexpected, concrete, credible, emotional stories.
What's the biggest villain in terms of complicating the creation and delivery of your message? The Curse of Knowledge. Knowing too much about what you're talking about will undoubtedly hamper your effectiveness at creating a lasting, simple, unexpected, concrete, credible, and emotional message.
Here are the 6 tenets of a sticky message broken down:
Find the Core, Share the Core
Get Attention: Surprise
Hold Attention: Interest
Help people understand AND remember
Help people coordinate (make it tangible)
Help people believe
Offer external or internal credibility
Use convincing details, make statistics accessible and understandable
Make people care
Use the power of Association
Appeal to self interest
Appeal to identity
Get people to act
Use stories as simulation (tell people how to act)
Some of the messages that the authors have broken down to understand why they have persevered: Nice guys finish last, Elementary, my dear Watson, It's the economy, stupid...