Made to Stick (Chapter 5: Emotional): Why Some Ideas Survive and Others Die

Learn the secrets to unlimited wealth and eternal life! (Not really, but we piqued your interest, didn’t we?) Don’t just convince people to think about your idea, get them to feel it too. Create empathy. Examples include the Mother Teresa principle (if I look at the one, I will act), beating smoking with the Truth, and schlocky but masterful mail-order ads.