All New PUBLISHING UNIVERSITY: November 4-6, 2007
Marketing Track
Session 2:
November 5, 10:30 am – 12 noon
Speaker: Wayne Hastings
Session Title:
On Becoming Sticky
Session Summary :
Overview
Made to Stick is a book about creating messages that last, messages that create change. So often when we're given communication advice, it's about delivery: stand up straight. Make eye contact. Or it's "meta-advice": Tell 'em what you're gonna tell 'em, tell 'em, then tell 'em what you told 'em. Know your audience. But there's one thing missing: What do you actually say or write? For any given idea, there are 100 ways to communicate it. Which one do you choose? This Pub U session will answer these questions as it distills the book's SUCCESS concepts into exercises. [NOTE: It is suggested that you read the book before we meet so we can focus on the exercises.]
Session Outline:
Introduction - Overview of the six traits that sticky ideas share
Simple - Simplicity is about finding your core message in a compact way.
Unexpected - Unexpectedness is about grabbing people's attention. It's about surprise and curiosity.
Concrete - Sticky ideas are expressed in sensory language and common language.
Credible - Credible makes people believe your ideas through data, convincing ideas and statistics.
Emotional - Emotional doesn't mean tearjerking or melodramatic. It simply means that for an idea to stick, it needs to tap into something people care about.
Story - Stories prompt people to act via simulation - showing people how to act - and via inspiration - providing the energy and motivation to act.
What Sticks - Making an idea stick is not about being charismatic, or having lots of resources behind you, or being a creative genius. It's about making a difference.
Speaker Bio:
Wayne Hastings is the Senior Vice President and Group Publisher of the Bible Division for Thomas Nelson Publishers. A sought-after speaker and author, Wayne delivers one of the most critical messages in business today: Trust. Through exhaustive research and years of hands-on experience, Wayne illuminates timeless principles necessary for inspiring leadership, team building, and organizational development in his book, Trust Me: Developing a Leadership Style People Will Follow. As a speaker and trainer, Wayne shares powerful alternatives to today's floundering business tactics by offering simple yet paradigm-shifting concepts for leaders across a wide range of industries. A respected business leader for more than thirty years, Wayne has firsthand experience in areas such as publishing, retail, wholesale, distribution, and inventory management.
Session 2:
November 5, 10:30 am – 12 noon
Speaker: Wayne Hastings
Session Title:
On Becoming Sticky
Session Summary :
Overview
Made to Stick is a book about creating messages that last, messages that create change. So often when we're given communication advice, it's about delivery: stand up straight. Make eye contact. Or it's "meta-advice": Tell 'em what you're gonna tell 'em, tell 'em, then tell 'em what you told 'em. Know your audience. But there's one thing missing: What do you actually say or write? For any given idea, there are 100 ways to communicate it. Which one do you choose? This Pub U session will answer these questions as it distills the book's SUCCESS concepts into exercises. [NOTE: It is suggested that you read the book before we meet so we can focus on the exercises.]
Session Outline:
Introduction - Overview of the six traits that sticky ideas share
Simple - Simplicity is about finding your core message in a compact way.
Unexpected - Unexpectedness is about grabbing people's attention. It's about surprise and curiosity.
Concrete - Sticky ideas are expressed in sensory language and common language.
Credible - Credible makes people believe your ideas through data, convincing ideas and statistics.
Emotional - Emotional doesn't mean tearjerking or melodramatic. It simply means that for an idea to stick, it needs to tap into something people care about.
Story - Stories prompt people to act via simulation - showing people how to act - and via inspiration - providing the energy and motivation to act.
What Sticks - Making an idea stick is not about being charismatic, or having lots of resources behind you, or being a creative genius. It's about making a difference.
Speaker Bio:
Wayne Hastings is the Senior Vice President and Group Publisher of the Bible Division for Thomas Nelson Publishers. A sought-after speaker and author, Wayne delivers one of the most critical messages in business today: Trust. Through exhaustive research and years of hands-on experience, Wayne illuminates timeless principles necessary for inspiring leadership, team building, and organizational development in his book, Trust Me: Developing a Leadership Style People Will Follow. As a speaker and trainer, Wayne shares powerful alternatives to today's floundering business tactics by offering simple yet paradigm-shifting concepts for leaders across a wide range of industries. A respected business leader for more than thirty years, Wayne has firsthand experience in areas such as publishing, retail, wholesale, distribution, and inventory management.
Wayne Hastings
Senior Vice President and Group Publisher of the Bible Division for Thomas Nelson Publishers
Thomas Nelson