This is an all-time favorite of The Innovative Marketer radio show listeners. And the principles are even more releveant in today's content marketing-obsessed B2B circles. Enjoy.
A lot of authors have written books on copywriting, but Chip and Dan Heath have written the definitive book on crafting lasting stories.
Dan is a teacher and Chip is a Stanford professor, who has studied and analyzed hundreds of urban legends (remember the man who woke up in his ice-filled hotel bathroom to learn his kidney had just been harvested?) to determine what makes them so memorable.
The result are six concrete attributes of stories that I guarantee you'll remember.
Listen to this Podcast I recorded with Chip a few years back for a lot more on how you can create messages that stick. And, he'll be speaking live this fall at the Eloqua Experience in San Francisco if you want to hear more from him.
Here's a link to the urban legend catalog site I mentioned during my intro.