Review Buku: Made to Stick - Chip Health & Dan Health

Buku ke-sekian yang saya lahap pakai Kindle, baca dulu: Akhirnya Beli Kindle Juga

buku Made to Stick Chip Health & Dan Health

Tapi foto di atas dari laptop, karena emang aslinya e-book yang dibeli di Amazon bisa dibaca di semua device, asalkan terhubung akunnya. Bisa pakai HP, bisa pakai laptop, bisa pakai Kindle. Google Play Book juga gitu.

Bahasa Inggrisnya ringan, banyak menyajikan cerita, jadi bisa dibilang buku ini bacanya ringan. Tapi konteksnya berat..

Buku ini intinya nyeritain secara ilmiah bagaiman suatu ide bisa nempel di otak kita. Jadi penurut si pengarang, ide bisa nempel di otak seseorang itu kalau memenuhi SUCCESs, yaitu:

Simple --> pesan harus sesederhana mungkin

Unexpected --> makin berbalik si twist, makin baik

Concrete --> harus jelas, harus terbayang

Credible --> siapa yang menyampaikan? ahdli dalam bidangnya? semakin ahli semakin baik

Emotional --> menyangkut ke emosional orang yang mendengar. tergantung kultur dan budaya dari orang tersebut

Story --> dibawakan dengan cerita lebih cepet nempel daripada tidak

Jadi SUCCEs itu singkatan dari kata2 di atas. Itu saya jelaskan secara super singkat dari tiap kata2 tersebut. Aslinya panjang lebar dijabarkan kenapa harus begini kenapa harus begitu di buku ini.

Alasan buku ini sangat logis.. Tapi menurut saya ada kekurangan dari konsep ini:

1. pesan yang berulang-ulang / doktrin ga masuk ke sini. Dan banyak sekali kok ide yang nempel ke otak kita gara2 terlalu sering diulang2.. Bukan karena konteksnya yang bagus, bukan karena kata2nya sederhana, tapi karena sering diulang2 aja. Contoh paling sederhana: Lagu Balonku Ada 5. apakah anda ingat pernah ngapalin lagu tersebut?

2. konsep ini cocok sekali sebelum era SEO dimulai. Jadi penerapan SUCCESs itu cocok untuk manusia, tapi ga cocok untuk mesin. Ya bayangin aja, jika kita menulis judul blog / judul video Youtube dan berusaha memenuhi SUCCESs, ini ga searchable. Tapi memang bisa clickbait.

contoh judul artikel:

SUCCESs + Click bait: Subhanallah! Anak melakukan sesuatu pada ibu kandungnya di pematang sawah!

searchable: Kisah dan Penyebab Perilaku Penyimpangan Psikis dan Spiritual pada anak

2 contoh judul di atas bisa saja mengandung artikel yang sama persis.

Buku ini cocok untuk:

• Pemimpin yang sering melakukan public speaking
• Conten Creator yang suka bikin konten click-bait
• Marketer / Advertiser yang suka mainin psikis orang

Berikut beberapa catatan pribadi saya tentang buku ini:

• Adams can't be everywhere. but finding the core and communicating it clearly, he has made himself everywhere. That's the power of a sticky idea.
• The more we reduce the amount of information in an idea, the stickier it will be
• You tap the existing memory terrain of your audience. You use what's already there.
• We can't demand attention; we must attract it
• The most basic way to get someone's attention is this: break a pattern
• If we can make our ideas more unexpected, they will be stickier.
• Unexpected ideas are more likely to stick because surprise makes us pay attention and think.
• Common sense is the enemy of sticky messages. When messages sound like common sense, they float gently in one ear and out the other
• To make a message stick, you've got to push it beyond common sense to uncommon sense. "Great customer service" is common sense. Warming customer's cars in the winter is uncommon sense.
• "you've heard of the famous Aha! experience, right?" he says. "Well, the Aha! experience is much more satisfying when it is preceded by the Huh? experience"
• They work because they tease you with something that you don't know -- in fact, something that you didn't care about at all
• To make our communications more effective, we need to shift our thinking from "What information do I need to convey?" to "What questions do I want my audience to ask?"
• "Here's what you know. Now here's what you're missing"
• Imagine how much harder it would have been to build a 727 whose goal was to be "the best passenger plane in the world"
• We trust the recommendations of people whom we want to be like
• A commercial claiming that a new shampoo makes your hair bouncier has less credibility than hearing your best friend rave about how a new shampoo made her own hair bouncier.
• Only 37 percent said they have a clear understanding of what their organization is trying to achieve and why
• WIIFY -- What's in it for you -- should be a central aspect of every speech
• People nod but never get into action? make the message simpler and use concrete language. Use what people already know as a way to make your intentions clearer, as with generative analogy. ... specific examples or cases rather than concepts.

SUCCESs reverse

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