If you're a reader of this blog and have checked out the Resources page on my Web site, you should be aware that I'm a big fan of Malcolm Gladwell's "The Tipping Point." As much as I liked the book, I wish he'd explained the "Stickiness Factor" in more detail. Basically he states that for a trend to spread it has to be sticky. But he doesn't really go into detail as to how to make a message sticky.
Researchers,university professors, and brothers and Dan Heath thought so as well. So they recently released their book "Made to Stick," which contains the six principles (simplicity, concreteness, credibility, unexpectedness, emotion, and story) that they believe make a message sticky. I recommend this book for any rescuer who needs a sticky campaign for making shelter/rescue pets popular.
Also, check out their website. It's chock full of useful information.
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