The SUCCES framework

Getting people to remember your product’s message isn’t easy – especially in a crowded market. That’s where the SUCCES framework comes in.

Developed by Chip and Dan Heath, this proven approach helps you craft messages that grab attention, stay memorable, and drive action.

Use this template to apply the six key principles of SUCCES to your messaging strategy, ensuring your ideas cut through the noise and resonate with your audience.

What is the SUCCES framework?

The SUCCES framework is built on six key principles for making ideas stick:

• Simplicity: Strip your message down to its core essence.
• Unexpectedness: Surprise your audience to keep them engaged.
• Concreteness: Use vivid, sensory details to make your message tangible.
• Credibility: Establish trust through evidence and authority.
• Emotions: Connect with your audience on a deeper level.
• Stories: Make your message more memorable by embedding it in a narrative.

This template is designed to help you apply each principle to your product messaging, ensuring clarity, impact, and retention.

Who is it for?

This framework is perfect for:

• Product marketers refining positioning and messaging.
• Brand strategists looking to craft memorable narratives.
• Content marketers ensuring their messaging resonates.
• Sales teams creating compelling, persuasive pitches.

If you need to make your product stand out and stick in your audience’s minds, this framework is for you.

How to use the template

1. Start with your product’s core message: What’s the one takeaway you want your audience to remember?
2. Work through each principle: Use the prompts to simplify, surprise, and strengthen your message.
3. Refine and test: Once you’ve mapped out your SUCCES-driven messaging, test it with your audience to see what sticks.
4. Apply it across your marketing: Use your refined message in product pages, ads, emails, and sales pitches.

This template makes it easy to craft compelling messaging that leaves a lasting impact, so you don’t just get noticed – you get remembered.

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The SUCCES framework

The SUCCES framework Struggling to make your messaging stick? The SUCCES framework, created by Chip Heath and Dan Heath, offers six key principles for crafting standout ideas: Simplicity: Boil down your idea to its core essence. Focus on one clear message to enhance memorability. Avoid clutter…

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