Stick It.

Ever wonder why some things stick--urban legends, pitches, conspiracy theories, proverbs-- while others don't?

Made to Stick by Chip Heath & Dan Heath identifies six commonalities of "sticky"--i.e., memorable--ideas:

* Simplicity
* Unexpectedness
* Concreteness
* Credibility
* Emotions
* Stories

As a writer, the last requirement--Stories--interested me most.

It's worth bearing in mind when you want to create stickiness for your products or services.