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 for a lot more on how you can create messages that stick.
Here's a link to the urban legend catalog site I mentioned during my intro.
Tip: You can also subscribe to the Podcast automatically in iTunes by searching for "innovative marketer"
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