I read about a book by two young business guys called Made to Stick: Why Some Ideas Survive and Others Die. Basically, this book is written for managers on how to improve their messages and keep their employees awake. However, the authors’ list of six things to do to get your ideas to “stick” should sound familiar. (The list is the authors’, as is some of the content after each heading, but the comments are mine – and are another illustration about how our business is not different.)

1. Simplicity. You’re smart. You’re educated. But to communicate ideas, don’t show off.. Keep it simple. You want your audience to hear and remember what you say, not just that you know big words.

2. Unexpectedness. Nordstrom’s motivates its employees to go above and beyond in serving customers (something it’s especially known for and a major reason that customers don’t mind paying more in its stores) by telling unexpected stories about what its employees have done. -- e.g., ironing a shirt for a customer on his way to a meeting or wrapping a gift for a customer whose purchase was made at Macy’s.

3. Concreteness. Since you’re a lawyer, you know that facts convince. Facts also work when communicating with your staff – and your clients. Long term goals are essential so you know where you’re going, but it’s the little day-to-day facts and concrete examples that get you there. Be sure your staff and clients know the facts that convince them of what you are saying.

4. Credibility. When someone with lung cancer talks about the dangers of smoking, it has a bigger impact than if you or I say it. Facts again weigh in. Find ways to expressly demonstrate credibility by knowing what’s important to your audience. Don’t rely on data. Rely on facts to get your point across.

5. Emotion. We’re all human. We act on our emotions. Don’t ever forget that. A study showed that an anti-smoking ad that showed teens piling up body bags outside a big tobacco company was more memorable than an analytical, fact-filled ad that said, “Think. Don’t Smoke.” (Guess which one was made and aired by the big tobacco company. I, for one, don’t think it was an accident.)

6. Stories. Always, always tell a story. You enjoyed hearing stories as a child, and grownups relate to them now. They connect. Telling stories is the way to get to the human you’re trying to communicate with. People will remember your stories.