This was an exciting program for us at Marketing Matters Live. It was the launch of our marketing author series where we feature a leading marketing author. And we had the perfect book to talk about today – a book that if you haven’t yet read it, you must. I mean it. Rarely does a book like this come along that is so simple, so straightforward, and so potentially powerful.

With more and more messages being sent out by marketers, and few of them ever lasting longer than the advertising delivering them, we need a way to make our messages stand out from the crowd – and ad budgets have little to do with all this.

Joining me today was author Chip Heath, ½ of the Heath brother team who wrote the book Made to Stick: Why some ideas survive and others die. Again, go buy the book.

Though today's program hit briefly on the book's formula for SUCCESs, we spent the most time on being unexpected. There are lots of ways to do this without compromising a brand, or being forgotten amongst the hype of being unexpected. My favorite example in the show was the Jetta commercials. Most excellent!

We had a great group of callers for the show and will likely be taking callers in other shows as well. So, start listening LIVE! Follow up information and a free chapter of the book can be found at the author's Web site www.madetostick.com.

Be sure to listen in September when we host another author -- Paul Gillin -- who wrote The New Influencers: A Marketer's Guide to the New Social Media.