The Glue and the Slippery Slide: How to Make a Message Stick Without Feeling Sticky

Last reviewed: May 2026

Have you ever shared a carefully crafted idea only to watch it fade from people's memories within minutes? It's frustrating. You think you've explained something clearly, yet your audience seems to have heard a different message—or none at all. This guide explores why some messages stick like glue while others slide off like a slippery slide. We'll use beginner-friendly analogies and concrete examples to help you make your communications memorable without feeling pushy or manipulative. Whether you're a marketer, teacher, or team leader, you'll learn a repeatable system to craft sticky messages that respect your audience's intelligence and autonomy.

Why Messages Slip Away: The Slippery Slide Problem

Imagine a child's playground slide: smooth, fast, and designed to let you zoom down without friction. That's how most of our messages work—they hit the audience's brain and slide right off. Why? Because our brains are wired to filter out most information to avoid overload. Every day, we're bombarded with thousands of messages—ads, notifications, conversations, internal thoughts. To cope, the brain uses a kind of mental sieve: it quickly decides what's important and discards the rest. Your message has to fight through this sieve to be noticed, understood, and remembered. The problem is that most messages are too abstract, too complex, or too similar to everything else. They create no friction, no hook, and no reason for the brain to hold onto them.

The Science Behind the Slide

Research in cognitive psychology suggests that our brains process information in two main stages: first, a rapid filter that identifies novelty or potential threat; second, a deeper processing stage that connects new information to existing knowledge. The first stage is where most messages fail—they appear familiar and safe, so the brain ignores them. For example, if you tell a colleague, 'We need to improve our customer service,' that statement is so generic that the brain files it under 'heard it before' and moves on. But if you say, 'Our customers are leaving because we take three days to reply to a simple email,' that's concrete, unexpected, and creates a mental image. The brain sits up and takes notice.

Another reason messages slip is what psychologists call the 'curse of knowledge.' When you're an expert on a topic, you forget what it's like to not know it. You assume your audience understands jargon or context that they don't. This leads you to skip foundational explanations, leaving your audience lost. They may nod along, but they're not truly connecting. The result is a message that slides off because it was never truly grasped.

To make a message stick, you need to create friction—not uncomfortable friction, but the kind that makes the brain slow down and pay attention. Think of adding tiny bumps to the slide so the rider has to engage. That's what sticky messages do: they interrupt the automatic filtering process and invite deeper thought. In the next section, we'll explore a proven framework for building that friction.

The Glue Framework: How to Make a Message Stick

Chip and Dan Heath, in their book Made to Stick, identified six principles that make ideas sticky: Simple, Unexpected, Concrete, Credible, Emotional, and Stories (SUCCESs). Think of this as the glue that holds your message together. Each principle adds a layer of stickiness, turning your slippery slide into a surface with grip. Let's break them down with simple analogies.

Simple: The Core Idea

Simple doesn't mean dumbed down; it means finding the essential core of your message. Imagine you have a big box of LEGO bricks. Your audience can only hold one or two bricks at a time. If you dump the whole box on them, they'll be overwhelmed. Instead, pick the most important brick—the one that holds everything together—and hand them that. For example, Southwest Airlines' core message is 'We are the low-fare airline.' Everything they do—no meals, quick turnarounds, point-to-point routes—supports that core. If they tried to also be luxurious, comfortable, and full-service, the message would get muddy.

Unexpected: Break the Pattern

Our brains love patterns, but they also perk up at pattern breaks. If you walk into a meeting and say, 'Sales are down 5%,' that's expected. But if you say, 'Our sales are down because we're too good at our jobs,' you've created a puzzle. The audience wants to know more. Unexpectedness grabs attention and holds it until the mystery is resolved. A classic example is the 'Got Milk?' campaign: it didn't talk about milk's benefits; instead, it showed people in absurd situations where they desperately needed milk but had none. The unexpected twist made people remember the message.

Concrete: Make It Tangible

Abstract concepts slide off like water on wax. Concrete details stick. If you say 'improve efficiency,' that's abstract. If you say 'reduce the time to process an order from 10 minutes to 5,' that's concrete. Use sensory language: what does it look like, sound like, feel like? For instance, instead of 'our software is user-friendly,' say 'you can drag and drop files in three seconds flat.' The more specific you are, the easier it is for the brain to create a mental model.

The other three principles—Credible, Emotional, Stories—build trust, create feeling, and provide a narrative structure that makes information easier to remember. Together, these six elements form a powerful glue. But you don't need all six for every message; even two or three can dramatically improve stickiness. The key is to choose the principles that best fit your audience and context.

Comparing Frameworks: Which Glue Works Best?

The SUCCESs framework is not the only game in town. Other models offer different angles on message stickiness. Understanding their pros and cons helps you pick the right tool for your situation. Below, we compare three popular frameworks: SUCCESs, the Fogg Behavior Model, and Monroe's Motivated Sequence.

Each framework has its strengths. SUCCESs is the most comprehensive for general stickiness, covering both comprehension and recall. The Fogg model is excellent if your goal is to get people to do something—like sign up for a newsletter or adopt a new habit. Monroe's sequence is tailor-made for persuasive speeches where you need to guide the audience step-by-step toward a decision. In practice, you can combine elements. For example, you might use SUCCESs to craft the core message and then use Monroe's sequence to structure your presentation. The key is to match the framework to your specific goal and audience.

Let's look at a concrete scenario. Imagine you're a project manager trying to get your team to adopt a new project management tool. Using SUCCESs, you'd simplify the message ('One place for all tasks'), make it unexpected ('Our current process causes us to lose 10 hours a week'), concrete ('You'll save time on status meetings'), credible (show a trial with data), emotional (frustration of lost time), and story (a day in the life with vs. without the tool). With Fogg, you'd ensure motivation is high (show benefits), ability is easy (provide training), and a prompt exists (set a start date). Monroe's sequence would start with a story about a missed deadline, then show the need for better tooling, satisfaction with the new tool, visualization of success, and a call to action to sign up. All three can work; the best choice depends on your team's culture and the specific change you're driving.

Step-by-Step Execution: Turning Stickiness into a Process

Knowing the principles is one thing; applying them consistently is another. Here's a repeatable six-step process to craft a sticky message. You can use it for emails, presentations, social media posts, or any communication that needs to land.

Step 1: Define Your Core Message

Start with the one thing you want your audience to remember. Write it in one sentence. If you can't, you're not simple enough. This sentence is your 'core brick.' For example, 'Our new policy reduces paperwork by 50%.' Keep it specific and benefit-driven.

Step 2: Identify the Current Belief or Behavior

Understand what your audience currently thinks or does. This is your 'before' state. The gap between their current state and your desired state is where you need to create change. For instance, they currently spend hours on manual data entry. Your message offers a solution that reduces that time.

Step 3: Choose 2-3 SUCCESs Principles

You don't need all six. Pick the ones that best address the gap. If your audience is bored, use Unexpected. If they're skeptical, use Credible. If they're overwhelmed, use Simple. For our paperwork example, you might use Concrete (show a before/after time comparison) and Emotional (reduce frustration).

Step 4: Craft a Prototype

Write a rough version of your message using the chosen principles. Don't worry about polish. For example: 'Did you know we spend 10 hours a week on reports? Our new system cuts that to 5 hours. Imagine having 5 extra hours to focus on what matters.' This is a prototype you can test.

Step 5: Test and Refine

Share your prototype with a small sample of your target audience. Ask them what they remember. Is it the core message? If not, adjust. Did they find it confusing? Simplify. Testing doesn't have to be formal; a quick conversation can reveal if your message sticks or slides.

Step 6: Deliver with Repetition. One exposure is rarely enough. Repeat your core message across different channels and contexts. Each repetition reinforces the glue. But vary the examples and stories to avoid sounding robotic. This step ensures your message stays top-of-mind when the audience needs to act.

Tools and Economics of Sticky Messages

Creating sticky messages doesn't require expensive software or agencies. Many free or low-cost tools can help you design, test, and distribute your messages. Here's an overview of what you might need and the economics behind it.

Toolkit for Stickiness

For visual storytelling, Canva offers templates for infographics, social media graphics, and presentations. It's free with a premium tier. For storyboarding, tools like Miro or Google Jamboard allow collaborative brainstorming. If you're testing messages, you can use Google Forms for surveys or UserTesting for more rigorous feedback. For content management and distribution, platforms like Mailchimp (email) or Buffer (social media) help you schedule and track engagement. All of these have free tiers, so the initial cost is mostly your time.

Time Investment and ROI

Developing a truly sticky message takes time—typically 2-5 hours for a single important communication, including research, drafting, testing, and refining. That might seem steep, but consider the cost of a message that fails. A poorly communicated change can lead to confusion, errors, and lost productivity. For example, a company that rolls out a new policy without clear communication may spend weeks answering questions and correcting mistakes. The time spent upfront on stickiness saves far more time downstream. Many practitioners report that investing in message clarity reduces follow-up questions by 30-50%.

Another economic factor is the cost of attention. In a world where people are constantly distracted, getting your message noticed is increasingly expensive. Paid advertising, for instance, can cost hundreds or thousands per campaign. But a sticky message that spreads organically through word-of-mouth has a much lower cost per impression. The principles of stickiness help you earn attention rather than buying it. That's why even small teams and individuals can compete with larger competitors—by crafting messages that naturally resonate and spread.

Maintenance is also important. As your audience evolves, your messages may need updating. Set a quarterly review to check if your core messages still resonate. Are they still simple? Are they still unexpected? Adjust based on feedback and changing circumstances. This ongoing maintenance ensures your glue stays fresh and effective.

Growth Mechanics: How Sticky Messages Multiply

Sticky messages have a multiplier effect. When a message truly sticks, it gets shared, repeated, and adapted by others. This organic growth can amplify your reach far beyond your original audience. Understanding the mechanics behind this growth helps you design messages that are not just memorable but also contagious.

The Role of Stories in Sharing

Stories are one of the most powerful vehicles for sticky messages. They provide a natural structure—beginning, middle, end—that the brain finds easy to follow and retell. A well-crafted story becomes a mental 'package' that people can pass along with minimal distortion. For example, consider the story of how a simple sticky note was invented: a failed super-strong glue led to a reusable, low-tack adhesive. That story is concrete, unexpected, and emotional (failure turned into success). It's been retold countless times, each retelling reinforcing the idea that failure can lead to innovation. When you embed your core message in a story, you give it a vehicle for travel.

Creating Shareable Triggers

Another growth mechanic is the use of triggers—cues in the environment that remind people of your message. Think of the phrase 'Got Milk?' which was triggered by seeing someone without milk in a funny situation. You can create triggers by linking your message to common experiences or objects. For instance, if your message is about the importance of backups, you might use the trigger 'every time you see a power cord.' This works because it ties your message to a frequent action, increasing the chance of recall and sharing.

Emotion also drives sharing. Content that evokes high-arousal emotions—awe, anger, amusement—is more likely to be shared than neutral content. But be careful: negative emotions can backfire if they make people feel manipulated. The best sticky messages often use positive emotions like surprise, inspiration, or joy. For example, a message that ends with a surprising but uplifting twist is more likely to be forwarded. The key is to match the emotional tone to your brand and audience.

Finally, consider the network effect: each person who shares your message brings their own credibility and context. If a trusted colleague shares your message, it gains instant credibility. That's why word-of-mouth is so powerful. To encourage sharing, make it easy: include a clear call-to-action to share, provide pre-written snippets, or create a hashtag. The easier you make it, the more likely people will spread your glue.

Common Pitfalls and How to Avoid Them

Even with the best frameworks, it's easy to make mistakes that turn your sticky message into a slippery one. Here are the most common pitfalls and how to steer clear.

Pitfall 1: Overcomplicating the Message

When you're passionate about a topic, you want to share everything. But including too many details dilutes your core message. Your audience can only hold so much. The fix: ruthlessly edit. Ask yourself, 'If my audience remembers only one thing, what should it be?' Cut everything else. You can always provide supplementary materials for those who want more depth.

Pitfall 2: Being Too Abstract

Abstract language is the enemy of stickiness. Words like 'synergy,' 'optimize,' and 'leverage' are mental fog. Replace them with concrete verbs and nouns. Instead of 'We need to optimize our workflow,' say 'We will move the approval step from email to Slack.' The second version creates a clear mental image. If you can't picture it, it's too abstract.

Pitfall 3: Ignoring the Audience's Perspective

The curse of knowledge strikes again. You might think your message is clear because you understand the context, but your audience doesn't have that context. The fix: test your message with someone outside your domain. A friend or family member can tell you what's confusing. Also, use 'you' instead of 'we' to put the focus on the audience's benefit.

Pitfall 4: Overusing Emotion or Manipulation

Emotion is powerful, but if people feel manipulated, they'll resist. Avoid guilt-tripping or fear-mongering. Instead, use positive emotions like hope, curiosity, or pride. For example, instead of 'If you don't change, you'll fail,' say 'By making this small change, you can achieve your goal faster.' The latter is still emotional but in a constructive way.

Pitfall 5: Lack of Repetition. One exposure is rarely enough. But repetition must be varied—otherwise, it becomes annoying. Use different examples, analogies, or stories that all point to the same core message. This reinforces without boring. Also, space out your repetitions over time (the 'spacing effect' improves memory). For instance, send an email, then mention it in a meeting a week later, then include it in a newsletter the following month.

Frequently Asked Questions About Sticky Messages

This section addresses common questions we hear from people learning to craft sticky messages. Use it as a quick reference when you're planning your next communication.

How long does it take to learn this skill?

Most people can grasp the principles in a few hours of study, but mastery comes with practice. Plan to spend at least two weeks applying the process to everyday communications. After that, it becomes more intuitive. Many practitioners report that after 5-10 deliberate applications, the process starts to feel natural.

Can sticky messages work in a B2B context?

Absolutely. B2B audiences are still human. They respond to stories, concrete benefits, and unexpected insights. For example, instead of 'Our software increases ROI by 20%,' tell a story about a specific client who used your software to save a week of work. The principles apply across all contexts—you just need to adjust the vocabulary and examples.

What if my message is inherently boring (e.g., compliance training)?

Even dry topics can be made sticky by framing them in terms of human consequences. For compliance, instead of listing rules, tell a story about someone who faced a real consequence of non-compliance. Use unexpected statistics ('Did you know that 60% of data breaches come from inside the company?') or create a concrete scenario that employees can imagine themselves in. The key is to connect the boring topic to something the audience cares about—like job security, reputation, or ease of work.

How do I measure if my message is sticky?

You can measure recall through surveys (ask 'What do you remember from our last meeting?'), engagement metrics (click-through rates, shares, comments), and behavior change (are people acting on your message?). For a more immediate test, do a '5-second test': show your message to someone for 5 seconds, then ask them to repeat back what they remember. If they can't, it's not sticky.

Should I always use stories?

Stories are powerful but not always necessary. For simple instructions, a clear list may be better. For complex ideas or when you need to inspire action, stories are often the best vehicle. The key is to match the format to the message and audience. When in doubt, try a short story—it rarely hurts and often helps.

This FAQ is just a starting point. As you practice, you'll develop your own answers to these questions based on your specific context. The principles are flexible; adapt them to your reality.

Synthesis and Your Next Steps

We've covered a lot of ground. Let's pull it all together into a clear action plan you can use starting today. The goal is to make your messages stick without feeling sticky or manipulative. Here's your synthesis and next steps.

Key Takeaways

• Messages slide off because they're too abstract, complex, or familiar. The brain filters them out. To stick, create friction using the SUCCESs principles.
• The SUCCESs framework (Simple, Unexpected, Concrete, Credible, Emotional, Stories) is your glue. Choose 2-3 principles per message.
• Compare frameworks to find the best fit. SUCCESs for general stickiness, Fogg for behavior change, Monroe's for persuasion.
• Follow a repeatable process: Define core message, identify current state, choose principles, prototype, test, deliver with varied repetition.
• Use free tools like Canva, Miro, and Google Forms to support your work.
• Growth comes from stories, triggers, and emotion. Design your message to be easily shared.
• Avoid common pitfalls: Overcomplicating, being too abstract, ignoring audience, overusing emotion, and under-repeating.

Your Next Steps Checklist

1. Pick one important communication you need to deliver this week (email, presentation, or social post).
2. Write down your core message in one sentence.
3. Identify your audience's current belief or behavior.
4. Choose 2-3 SUCCESs principles that address the gap.
5. Craft a prototype using those principles.
6. Test it with one person outside your field.
7. Refine based on feedback.
8. Deliver the message and plan three varied repetitions over the next month.
9. Measure recall or behavior change after two weeks.
10. Repeat the process for your next communication.

This isn't a one-time fix; it's a skill you build over time. Start small, stay consistent, and soon you'll notice your messages landing with more impact. The glue is in your hands—use it wisely.