M A D E

T O

S T I C K
Aarshia Arora
Aditi Dalmia
Anubhav Agarwal
Aura Bhattacharjee
Dhara Popat
 Introduction
Why Credibility ?
Because not everyone falls for this

Why Emotion ?
One needs data and details to prove

Because one needs to make

people care in order to inspire
them to act
 Credibility
Anti-authority
..because this

..speaks louder than this

Stop Chewing
Tobacco !!!
 Credibility
Details Elementary

Internal credibility

Proxy for expertise

Compelling, human and vivid

 Credibility
Testable Credentials

Test the idea for yourself!

 Credibility

If I can make it there, Ill

make it anywhere.

The Sinatra Test

Setting a new bar

 Credibility
Statistics
Did you really
give it a good
thought ?

They arent
always
helpful

Humanizing the statistic makes the argument stronger

Good source of Credibility when used to illustrate
relationships
Use them as an input and not output
 Why emotion sticks?
Feeling
Appeal to Identify
Care
Emotional Resonance
Self Interest

FACES
 Be interested, connect emotionally!
Humans arent creatures of logic, but of emotion.

Humans have a tendency to think emotionally versus

analytically, appeal to it!

Case in point:

Recently, India banned a very loved product.

Though initially it led everyone to be upset and

angry, the hearts grown fonder with time.
Empathy emerges from particular
rather than pattern!
Does SELF INTEREST always follow a particular pattern??

Choosing a B-
School!
THANK YOU!