Made to Stick: Why Some Ideas Survive and Others Die
Though not specifically devoted to climate communication, this ingenious little guide to "sticky messaging" is so central to our "Bites" -- and to effective communication in general -- that it deserves a place in every speaker/writer's library.
"We wrote this book to help you make your ideas stick. By "stick," we mean that your ideas are understood and remembered, and have a lasting impact — they change your audience's opinions or behavior."
They and their students spent "hundreds of hours collecting, coding, and analyzing naturally sticky ideas: urban legends, wartime rumors, proverbs, conspiracy theories, and jokes," which they analyzed to discern what made some so lasting, while others quickly faded. They capuslize their findings with the acronym SUCCESs:
They then go on, with many examples, of how to incorporate these elements into your messaging.
A fun, fast and and eminently practical guide.