The Sticky Message Kit: Made to Stick's SUCCESs Method

What each principle looks like on a real page

The checklist tells you what's missing. This table shows where to put each principle on a homepage, a bio or a sales call.

One-sentence core message builder

The Heaths call it finding the core: the one thing that matters most, said so plainly that people can use it to make decisions. Fill one of these, then cut words until it hurts.

We are THE [one thing] for [one type of person].

If a team member asks 'Should we do [new idea]?', the answer is yes only if it helps us be THE [one thing] for [one type of person].

You know how [type of person] struggles with [problem]? I [what you do], so they [concrete result].

"We are THE low-fare airline."

We are THE SEO agency for dental clinics.

Worked example: one freelancer, start to finish

Illustrative example. A made-up freelance web designer in Pune runs the kit on her Instagram bio.

15 boring taglines, rewritten

These are typical jargon taglines, not taken from any named company. Copy the shape of the 'after', then fill the [brackets] only with true facts.

The 5-minute memory test (5 people)

This is a practical test made for this kit, not an exercise from the book. It checks the only thing that matters: can people repeat your message without you in the room?

1. 1. Pick 5 people who don't know your business

   Friends of friends are fine. Not your team, not your partner. They already know too much.

2. 2. Show your homepage, bio or pitch for 30 seconds

   Don't explain anything. Just show it.

3. 3. Talk about something else for 2 minutes

   Cricket, weather, food. This clears what's sitting in short-term memory.

4. 4. Ask: 'What do we do, and for who?'

   Write down their exact words. Don't nod, don't correct.

5. 5. Score it

   Count how many said your core back in their own words. 4–5 = it sticks. 3 = fix one principle. 0–2 = go back to the builder.

6. 6. Steal their words

   If 2 or more people used the same phrase, try that phrase as your headline. Their words are often clearer than yours.

Common mistakes checklist

Tick each one you're making. Most weak messages fail on two or three of these.

• You listed every service instead of picking one core.

  The book's warning, in short: say three things and people remember none.

• You wrote for people who already know your field.

  The Heaths call this the curse of knowledge. Once you know something, you can't easily imagine not knowing it, so you skip the basics others need.

• You used surprise as a gimmick, with no link to the core.

  A shocking hook that has nothing to do with what you sell gets attention and then loses it.

• Your proof is a big claim ('best', 'No. 1', 'trusted by thousands').

  Big claims raise doubt. Small, checkable details build belief.

• You quoted a market statistic to make people care.

  One person's story moves people more than a large number.

• You invented a story or a result.

  Made-up proof breaks trust when found out, and fake reviews and testimonials are banned in the US under the FTC's 2024 rule. Use real stories or label examples as illustrative.

• You never tested it on strangers.

  You will always think your message is clear. Only other people can tell you.

• You changed the message every month.

  Sticky messages get repeated for years. Changing it before people learn it resets your progress.

Copy-paste AI prompt to score your message

You are a strict editor who uses the SUCCESs checklist from Made to Stick by Chip and Dan Heath (Simple, Unexpected, Concrete, Credible, Emotional, Stories).

My business: [one line on what you sell and to whom]
My current message: "[paste tagline, bio or headline]"

1. Score my message 0 or 1 on each of the 6 principles and explain each score in one line.
2. List every word a 12-year-old wouldn't understand.
3. Write 5 new versions under 12 words each. Each must name one type of customer and one concrete result.
4. Do NOT invent numbers, clients, awards or results. Where proof is needed, write [real proof here].