'Made to stick' by Chip & Dan Heath

I once read a great book that, whist it was not directly about radio dramas, I believe will be useful. It's 'Made to stick' by Chip and Dan Heath. They examine what makes ideas that people remember successful.

They came up with 6 principles of successful ideas:

1. Simple - Does the idea get to the 'core'? Is is easy to remember? By 'simple', it doesn't mean patronizing but radio dramas must be easy to follow.
2. Unexpected - Does it surprise the audience? Surprise is vital in any drama. What would you remember in a radio play: the expected or unexpected?
3. Concrete - Will people be able to understand it? How will my radio drama 'paint a picture' in the listener's mind?
4. Credible - Is it believable?
5. Stories - Is there a story behind it? My radio play will have to have a strong, memorable narrative.
6. Emotional - What emotion(s) does it create? Fear? Happiness? Empathy? Or maybe even all of them at different times?

If I follow these principles it does not necessarily mean my radio play will be successful but they will be useful when writing the script.