Marketing is about getting your ideas in front of your potential clients. Effective marketing is about getting the right information out there in a memorable way. To that end, there has been a lot of research done about how to get your brand to stand out from the crowd. Your potential customers are bombarded constantly with messages from a variety of sources. Some of those sources may be your competitors. This begs the question: how does one message, or one brand, come to stand out from all the rest?
Chip & Dan Heath have recently conducted research and shared this research in their book “Made To Stick”. This information gives us greater insight into crafting messages that will stick with your customers. They found that sticky ideas and memorable brands are built on a simple, unexpected, concrete, credentialed, emotional story. They continue to break down examples of each of these six elements and share examples of unforgettable ideas to help business owners understand how they can better create messages their potential customers will remember once they turn off the tv or continue scrolling through their social media feed.
While their research helps shed some light on how to get people to remember your advertising, it also tells us more about how much work it takes to create effective advertising. To demonstrate how difficult this can be, we suggest going through this simple process: What story is your business telling? In other words, what problem do you help solve or why should people choose your product over all the others? Is there an emotional connection in that story? Can it be linked to a credible source? Next,how should you show people that in a concrete way that is also unexpected? And perhaps most difficult, can you get all that into a simple message?
“Made To Stick” is a great read if you want to dig into all the work that goes into crafting good marketing. The more you learn, the more you’ll recognize marketing is getting closer and closer to a science, and what that really means is that marketing is getting harder and harder to do well on your own. We know how busy business owners are, and we can’t imagine doing everything you currently do in addition to staying up-to-date on the latest marketing trends on an expert level. That’s where we come in.
When you partner with Duo Marketing Group, you get a team of marketing experts who love learning about what makes a memorable message. This allows you to focus on everything it takes to manage your business and we can take care of telling people about it. The partnership works out great for everyone and, together, we will build a business that people will remember.