I gave a talk called "Applying the Six Principles of Sticky Messages to Your Promotional Materials" twice at the most recent Arts Reach conference in San Francisco. It was well received both times, but I ran out of time. Drat! If only there were just five principles!

The talk is based on the fantastic book by Chip and Dan Heath, Made to Stick, published in 2007. Their advice is extremely similar to my "Five Keys to Effective Communication," which I've been talking about for years, but since they have cognitive and behavioral psychology research to back up their advice, I decided to use their terminology this time.

Here's a PDF copy of the PowerPoint if you are interested. If you'd like to know more about the book, go to the Heath brothers' website. They also have a terrific book about organizational change called Switch, which I recommend just as highly.