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The Jelly Effect: How to Make Your Communication Stick
Like throwing jelly at a wall, poor communication never sticks. Too much information and not enough relevance is a problem that pervades almost all business communication. So what's the answer? More relevance and a lot less jelly. The Jelly Effect teaches you simple, memorable and costless ways to win more attention and more business. Imagine how effective you'd be if you communicated only what was relevant 100 percent of the time. You would be better at talking to others, presenting, networking and selling. You would excel in interviews, meetings and pay-rise discussions. The benefits would be endless. The Jelly Effect will show you how to get the best out of any situation, whether you're speaking to an individual or a group, formally or informally, inside or outside your organisation. By the time you close the final page of this book, you will be armed with practical, proven techniques that will help you be more effective in all your business dealings. "Andy Bounds taught me more about effective presenting than a lady who’d previously taught two US presidents."
– Drayton Bird, chairman of Drayton Bird Partnership and world leading authority on direct marketing
– Drayton Bird, chairman of Drayton Bird Partnership and world leading authority on direct marketing
256 pages, Paperback
First published January 1, 2007
58 people are currently reading
262 people want to read
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Displaying 1 - 24 of 24 reviews
April 23, 2011
It was early 2009, I was flying to DC to attend a conference and looking for some books to read. I picked this one up at random, and so glad I did!
The book includes many great ideas, but the single biggest takeaway for me was on how to tell others what you do. At the time I was teaching at the Army's Command and General Staff College, in the Department for Joint, Interagency and Multinational Operations. Now that's a mouthful!
Prior to reading this book, when asked what I did, I'd tell people something like:
"I'm an instructor at the Army's Command and General Staff College in the Department of Joint, Interagency and Multinational Operations. We teach at the strategic and operational levels of war."
(About have way through the first sentence the person's eyes would start glazing over.)
Andy Bounds explains not to tell people WHAT you do, rather what you accomplish.
So after reading that chapter, which includes a directed exercise to pause and write out your new pitch, I came up with the following:
"I teach at the Army's Command and General Staff College, educating field grade officers to become better staff officers and improve their critical thinking skills."
The difference in reception to that pitch was amazing. It often drew follow-up questions, most frequently: "Really? That's interesting. How do you go about improving their critical thinking skills?"
I highly recommend this book as a great tool in improving your day to day communications.
The book includes many great ideas, but the single biggest takeaway for me was on how to tell others what you do. At the time I was teaching at the Army's Command and General Staff College, in the Department for Joint, Interagency and Multinational Operations. Now that's a mouthful!
Prior to reading this book, when asked what I did, I'd tell people something like:
"I'm an instructor at the Army's Command and General Staff College in the Department of Joint, Interagency and Multinational Operations. We teach at the strategic and operational levels of war."
(About have way through the first sentence the person's eyes would start glazing over.)
Andy Bounds explains not to tell people WHAT you do, rather what you accomplish.
So after reading that chapter, which includes a directed exercise to pause and write out your new pitch, I came up with the following:
"I teach at the Army's Command and General Staff College, educating field grade officers to become better staff officers and improve their critical thinking skills."
The difference in reception to that pitch was amazing. It often drew follow-up questions, most frequently: "Really? That's interesting. How do you go about improving their critical thinking skills?"
I highly recommend this book as a great tool in improving your day to day communications.
April 12, 2011
Stupid title, good book. Most of the advice is really simple stuff that over-analytical people tend to forget about. Light on bullshit, which is really important for me when reading communications/go-get-em-tiger books.
December 26, 2014
Review by @johanosteyn
Earlier this year I read a wonderfully helpful book by Andy Bounds (@andy_bounds) called “The Jelly Effect: How to Make Your Communication Stick”. This last week I decided that another read would be beneficial. The most important lesson from this book for me was the concept of “the Afters.” Andy writes that “audiences don’t care what you say – they only care what they are left with AFTER you’ve said it.”
This approach, simple as it may sound, really made me think about the way I present to customers. I typically do what I have always seen others do, and I thought that this was simply the unspoken rule: start your presentation with all the boring facts about the age and size of your company, list the products and services you offer, and conclude with some references (why we think we are really great, but we feel better to have our customers say it).
I have often concluded my presentations experiencing that awkward silence followed by “now do you have any questions for me?” or even worse: the slide that reads “Thank you for your attention.” Now what? What are they supposed to do? I have just flung jelly at them – and hopefully they found it interesting – but there was no call to action. My audience is left simply with a feeling of having received some (hopefully very interesting) information. “Ok please leave us your brochure and business card. We will be in touch.” Yawn…. like that will happen!
What was my audience waiting for? They were hoping to see how my company’s products and services would add value to them. It’s all charming for them to utilise my company’s services (I have sales targets after all), but when we are done, when we are gone, when the invoice is delivered: what would they possess that they did not have before they engaged with us? What will they have AFTER they utilised our services?
This really made me think. I want to take our stock-standard company presentation and turn it inside-out. All the boring blah-blah facts about our size and history can be found on our web site or in the brochure I will leave with my customer. Why repeat it? Is it possible to start with a “let’s cut to the chase” approach? “Dear Mr Customer, at the outset of this presentation, allow me to explain to you the benefits you will gain from an engagement with my company….”
Earlier this year I read a wonderfully helpful book by Andy Bounds (@andy_bounds) called “The Jelly Effect: How to Make Your Communication Stick”. This last week I decided that another read would be beneficial. The most important lesson from this book for me was the concept of “the Afters.” Andy writes that “audiences don’t care what you say – they only care what they are left with AFTER you’ve said it.”
This approach, simple as it may sound, really made me think about the way I present to customers. I typically do what I have always seen others do, and I thought that this was simply the unspoken rule: start your presentation with all the boring facts about the age and size of your company, list the products and services you offer, and conclude with some references (why we think we are really great, but we feel better to have our customers say it).
I have often concluded my presentations experiencing that awkward silence followed by “now do you have any questions for me?” or even worse: the slide that reads “Thank you for your attention.” Now what? What are they supposed to do? I have just flung jelly at them – and hopefully they found it interesting – but there was no call to action. My audience is left simply with a feeling of having received some (hopefully very interesting) information. “Ok please leave us your brochure and business card. We will be in touch.” Yawn…. like that will happen!
What was my audience waiting for? They were hoping to see how my company’s products and services would add value to them. It’s all charming for them to utilise my company’s services (I have sales targets after all), but when we are done, when we are gone, when the invoice is delivered: what would they possess that they did not have before they engaged with us? What will they have AFTER they utilised our services?
This really made me think. I want to take our stock-standard company presentation and turn it inside-out. All the boring blah-blah facts about our size and history can be found on our web site or in the brochure I will leave with my customer. Why repeat it? Is it possible to start with a “let’s cut to the chase” approach? “Dear Mr Customer, at the outset of this presentation, allow me to explain to you the benefits you will gain from an engagement with my company….”
July 5, 2021
As practical as it can get!
I've read quite a few books which walk about the what/why/when/where...
But not many cover the 'how' part very well.
This is one of those rare books which spends an equal amount of time on the 'how' as much as it does on everything else.
Some chapters may appeal more to you than others, and that's ok for me.
So if you're looking to improve your communication so that it sticks, this is the book you need to read.
Remember... you don't want a coffee at your favourite barista, but the relaxed feeling you get... AFTER you take the first sip!
I've read quite a few books which walk about the what/why/when/where...
But not many cover the 'how' part very well.
This is one of those rare books which spends an equal amount of time on the 'how' as much as it does on everything else.
Some chapters may appeal more to you than others, and that's ok for me.
So if you're looking to improve your communication so that it sticks, this is the book you need to read.
Remember... you don't want a coffee at your favourite barista, but the relaxed feeling you get... AFTER you take the first sip!
June 29, 2020
We all require the simple and common sense to be pointed out to us from time to time! Suffice to say this book does it well and manages to do it without using much jargon.
Sure there are a few acronyms but at the end you will definitely consider how you communicate with your customer to your (and their) ultimate benefit.
Sure there are a few acronyms but at the end you will definitely consider how you communicate with your customer to your (and their) ultimate benefit.
October 29, 2021
Es un libro sobre comunicación persuasiva muy interesante. Los primeros capítulos son oro puro por la perspectica que ofrece el autor para una comunicación eficaz a la hora de conseguir tus objetivos. Hacia la mitad me resultó algo repetitivo y, sobre todo, muy enfocado al mercado estadounidense ya que algunos consejos en España no funcionarían.
November 14, 2023
I first read this about a decade ago and found it really eye-opening as a means of describing how we (especially those of us in business) can improve our oral and written communication with others. When I recently re-read it, I found the mnemonics rather unhelpful. I couldn't memorise them (which is surely the point?) and then started to skip some of the rather laboured examples.
August 28, 2019
It truly handholds through the basics of networking
June 2, 2020
So well written
Effective, considerate and easily accessible. Would highly recommend.
Thanks to Andy for a great tool for small business owners to learn how to grow the I r sales
Effective, considerate and easily accessible. Would highly recommend.
Thanks to Andy for a great tool for small business owners to learn how to grow the I r sales
November 26, 2025
Good structured way of thinking about communicating the essentials quickly and effectively. The author's unique perspective makes them a keen proponent of concision.
March 1, 2016
**********WARNING**********
* This is not Jelly Recipe book! *
**********WARNING**********
I have read this book from cover to cover and there is not one single jelly recipe on any of the pages. And if you think that's funny - imagine how I felt!
On the other hand - if I was at all interested in networking, selling, getting referrals or presenting then this would have been a very interesting book. Pray for me that I never go there again unless it is to sell something that I have produced with my own sweet hands, mind and time and that I profit enormously thereby.
It really is quite good if you are into those things because the guy that wrote it had to learn to communicate with his blind mother, and then found that he could use these techniques to communicate with customers as well.
So, if you happen to be a customer reading this - you are as gullible as an old, blind woman.
Sit and think about that for a while.
* This is not Jelly Recipe book! *
**********WARNING**********
I have read this book from cover to cover and there is not one single jelly recipe on any of the pages. And if you think that's funny - imagine how I felt!
On the other hand - if I was at all interested in networking, selling, getting referrals or presenting then this would have been a very interesting book. Pray for me that I never go there again unless it is to sell something that I have produced with my own sweet hands, mind and time and that I profit enormously thereby.
It really is quite good if you are into those things because the guy that wrote it had to learn to communicate with his blind mother, and then found that he could use these techniques to communicate with customers as well.
So, if you happen to be a customer reading this - you are as gullible as an old, blind woman.
Sit and think about that for a while.
June 2, 2014
This book discusses the problem of communication in th business world. No, I'm not talking about about your cell phone, notebook or PDA, I'm talking about getting the message you want to other people. Although this book is essentially meant for businesspeople, you can use the basic concepts of this book in your daily activities. A big part of this book , if not all of it, is about networking, just like Facebook!
One more great thing about this book is that the first chapters guides to the best way to read the book. You can read the chapters of the book in any order because every chapter is self contained., however , you need to read chapter one first and follow the instructions there.
One more great thing about this book is that the first chapters guides to the best way to read the book. You can read the chapters of the book in any order because every chapter is self contained., however , you need to read chapter one first and follow the instructions there.
February 2, 2013
Andy is one of Crestcom's newest faculty members and provides superb content for the new Bullet Proof Manager leadership program launching in Australia 19 February 2013. A great read and a reminder to us all how important it is to get our communications right and the power of a concept know as "afters"
February 12, 2016
A heart book although a little too sales orientated for me. I particularly liked the sections on networking and presentations though. I can see this as a book I will keep on side for reference. In fact I am due to attend a networking event next week and have already started thinking about how to implement some of Andys' methods. Recommended for those of us who are not perfect communicators.
May 28, 2021
An easy to read book, the main point I took away from it was the principles of AFTERS mentioned in the first part of the book. There’s some useful acronyms in this book, I feel that there is something for everyone to take away from it depending on what you are looking for and the type of industry you work in.
This entire review has been hidden because of spoilers.
April 14, 2014
I skimmed the final 75 pages.
This book was about networking and sales. That's not what I expected, but I figured that perhaps I needed it. The longer it went on, the less convinced I was on that score.
This book was about networking and sales. That's not what I expected, but I figured that perhaps I needed it. The longer it went on, the less convinced I was on that score.
October 28, 2014
This is a lesson that work should not tell me what to read. There's nothing at all wrong with the Andy Bounds message, but by the time I'd dragged myself though this book I don't think I could stomach any more of it for a while!
July 1, 2016
Excellent book; I love Andy's writing and his ability to get straight to the point with no nonsense or hyperbole. Highly recommended for anyone who wants to improve their communication in any setting. Particularly recommended for salespeople and copywriters.
July 8, 2016
Not bad at all, I liked the simple and easy language of the book, which makes it really understandable. I was however expecting something more creative as to how can a communication becomes memorable.
July 21, 2008
Inspiring
September 25, 2011
This is a GREAT book on marketing. Not surprising, but simple, as the author admits. He's not a world-class writer, but he has great ideas.
Want to read
December 6, 2011Don't forget Roundtable in Tuam Wed at 9:30. Liam
Read
October 15, 2013Imported from my LinkedIn Reading List via Shelfari.
October 11, 2016
brilliant book. easy to read with loads of good advice
Displaying 1 - 24 of 24 reviews