From Simple to Sticky, the SUCCES Framework for Creating Long-Lasting Marketing Messages

In the crowded world of advertising and content creation, making your message stick is crucial. The SUCCES framework, extracted from the book Made to Stick by Chip Heath and Dan Heath, offers a powerful approach to crafting compelling and memorable copy. This framework outlines six key principles—Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Storytelling—that can transform your message into one that resonates deeply with your audience. This article breaks down each element of SUCCES, explaining how to apply it to your copywriting and why it works.

1. Simplicity

Explanation: Simplicity is about distilling your message down to its core essence. Your copy should be clear, concise, and easy to understand. Avoid jargon and complexity, as they can confuse your audience.

Example: Imagine an ad for a new mobile app that tracks your fitness progress. Instead of saying, “Our advanced algorithm utilizes data points from various biometric inputs to deliver precise health metrics,” you could simply say, “Track your fitness easily, anytime, anywhere.”

Why It Works: In a fast-paced world, people don’t have the time or energy to decipher complicated messages. Simple, straightforward language cuts through the noise and delivers your message quickly and effectively.

2. Unexpectedness

Explanation: To capture attention, your message needs an element of surprise. Unexpected content breaks through the clutter and engages your audience. It’s about doing something that people don’t see coming, which makes them stop and pay attention.

Example: A famous example is Apple's "Think Different" campaign. Instead of focusing on technical specs or product features, Apple positioned its products as tools for creativity and innovation, challenging the status quo.

Why It Works: Unexpected messages disrupt the ordinary and make your audience curious. This curiosity drives engagement, making the message more likely to stick in the mind.3. Concreteness

3. Concreteness

Explanation: Concrete messages are more likely to be remembered than abstract ones. By using specific details and examples, you make your message tangible and relatable.

Example: Instead of saying, "Our air purifier is highly effective," you could say, "Our air purifier removes 99.9% of airborne particles, including dust, pollen, and pet dander."

Why It Works: Concrete details provide a clear picture in the audience's mind, making your message easier to understand and remember. It helps people visualize the benefits of your product or service, leading to stronger recall and action.

4. Credibility

Explanation: For your message to be persuasive, it must be credible. Credibility comes from using reliable sources, statistics, testimonials, or endorsements that your audience trusts.

Example: A toothpaste brand claiming to “whiten teeth in just one week” might add credibility by including a dentist’s endorsement: “9 out of 10 dentists recommend our toothpaste for a brighter smile.”

Why It Works: When your message is backed by credible sources, your audience is more likely to believe and trust what you’re saying. Credibility builds trust, which is essential for converting interest into action.

5. Emotions

Explanation: To make your message stick, it should connect with your audience on an emotional level. People are more likely to remember and act on content that makes them feel something.

Example: Consider an ad campaign for a charity that helps children in need. Instead of just stating facts, the campaign tells the story of a single child whose life was changed by donations, evoking empathy and a desire to help.

Why It Works: Emotions drive decisions. When your message resonates emotionally, it becomes more powerful and memorable. This emotional connection can inspire action and loyalty.

6. Storytelling

Explanation: Stories are one of the most powerful tools in copywriting. A well-told story can make your message more engaging and memorable by illustrating your point in a relatable way.

Example: An ad for a family car might tell the story of a family road trip, highlighting how the car’s safety features and comfort made the journey enjoyable and stress-free.

Why It Works: Stories help people relate to your message on a personal level. They provide context and make abstract concepts tangible, which helps your audience remember and share your message.

Conclusion

The SUCCES framework offers a practical and effective approach to crafting messages that stick. By focusing on Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Storytelling, you can create copy that not only captures attention but also resonates deeply with your audience. Whether you’re crafting an ad, writing a blog post, or developing a marketing campaign, applying these principles will help ensure your message is both memorable and effective.