Sticking it to your audience

Our messages can (and should) have a lasting impact on our readers—one author tells us how

Chip Heath has one word that he'd like corporate writers and editors to keep in mind when it comes to their writing: sticky. In his new book, Made To Stick: Why Some Ideas Survive and Others Die, Heath, who co-authored the book with his brother, Dan, gives readers six traits that will help ensure that your messages—and your writing—matter. We recently posed a few questions to Heath to find out how corporate writers can make their own messages a bit stickier.

CWE: In addition to "read my book," what advice would you give to a corporate writer or editor looking to make the content in their publication stickier?