Making Ideas Stick

If you have a message or an idea that you want your audience to not forget, then what you convey should have the below principles:

Simplicity
Cut the fat of what you want to say and get to the core of your message.

Simple = Core + Compact

Unexpectedness
Create interest and don't go for the conventional

Concreteness

Put your audience into your story. Make your ideas be something that your audience can feel, sense, imagine
Credibility

This is very important. As important as the first principle, Simplicity.

External credibility - Get someone with authority to deliver your message
Internal credibility - Have vivid details, Use statistics, Use the Sinatra Test: If it can make it here, then it can make it anywhere

Emotional

Make people care by giving attention to a single person not the whole population.

Appeal to self-interest. What's in it for them?
Stories

Simulate a message or an idea thru a story.

From: Made to Stick by Chip Heath & Dan Heath