Made to Stick , a book by Chip and Dan Heath, brings about concept of tappers and listeners with respect to marketing.  They contend marketers have too much information to adequately convey their message to prospective customers — it’s like an inside joke meant for the world that only we get.  But what if the reverse was true?  What if they are the tappers?  Then we are the ones without all the information and we’re missing the message the world is trying to tell us.
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Chip Heath & Dan Heath. (2007). Made to Stick. Random House.

This book is a great source of inspiration for marketing professionals and anyone else who needs their message to stick. In their organized approach to sticky communication, the brothers Heath take their own advice in writing a Simple, Unexpected, Concrete, Credible, Emotional, Story. Okay, it wasn’t that emotional, but they didn’t stop there. Read the rest of this entry >>