Getting Your Point Across - Made To Stick

I am currently reading the book Made to Stick by Chip and Dan Heath and want to pass along some very valuable information from the book that I think can be used effectively in writing web copy.

To make your ideas quickly and easily understood you need to use their six principles of "stickiness"

1. Get your point down to its core message and keep that message simple

2. Add an unexpected twist when making your point to hold the attention of your reader

3. Keep your message in concrete real terms

4. Keep your message credible. It has to be believable to be comprehended

5. Make people care about your message through emotion in your idea

6. Always try to use a story to make you idea better understood

The whole book is expanding and explaining these six principles. It is the best business book I've read in a while.

Buy it. Read it. Use it. Get your ideas across.