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On Message by Theo Theobald

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Chapter Five

All about stickiness

The term ‘sticky messaging’ is a product of the internet age. The idea is simple: how do we get people to stay with us and consume our communication, rather than drift off elsewhere? Although originally applied to websites, it is now just as relevant for any other type of messaging, especially the social media kind.

Let’s examine the benefits and elements of stickiness so that we can begin to apply the important principles to our outbound messages and start the process of building a loyal, interested following in earnest.

How did the concept of stickiness evolve? When the first websites were developed they tended to be simply about giving information; no one thought much beyond this. The difficulty with this ...

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