2 Major Features to Create “Sticky” Communications

Business communications are written to inform or persuade.

In both situations, the intent is to catch and keep the reader’s attention long enough to make the point…and then to ensure retention. “Sticky” communications are the ones that readers remember well enough to consider and act upon.

Communication skills training programs recommend that, for written or verbal messages to stick there should be two major features:

1. Statistics
2. Stories

Statistics appeal to the logical mind and can be communicated quickly. Stories, on the other hand, appeal to the emotions and, though they take longer than statistics to relate, are easier to remember and give more complete information. The most effective communications rely on both.

      Select the statistic that most effectively highlights your message and create a background story that fills in any blanks and that compels your audience to action. This is the way to convey your communication in a way that sticks.