Six Key Attributes of Sticky Messages

The prince’s message caught the leaders off guard, and earned him a standing ovation and their support.

3. They’re concrete
Give people things that they can touch, feel and understand. Is there something you can carry around in your pocket that is tangible that communicates your case for support?

4. They’re credible
What's your organization's guarantee? Ross used the example of a bug exterminator that promised 100 percent satisfaction and money back — plus a host of other over-the-top guarantees — if all of your bugs aren't removed. “And bugs are hard to catch,” Ross noted, asking “What are you promising?”