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|Three Lessons for Stick-to-itiveness – Make Your Message Stick
What if your marketing message is an energizer bunny?
What if it just keeps going and going and going … in minds and hearts of the target audience?
People would still have that connection at the time of making a buying decision.
It maximizes your returns from the time, budget and passion that you invest in your marketing and business development.
Here are my three lessons to make your marketing message an energizer bunny –
- Give them a memory tip
- Have calls to action
- Invite their participation
Give them a memory tip
People have a lot of information to digest. A ton is being thrown at them from zillions of sources. It is too ambitious to expect them to remember it all.
I got a very good nugget from the audio book that I listened to last week while driving – YES – from Noah J Goldstein, Steve J Martin and Robert B Cialdini. Give people a memory tip. Give them something to remember.
Have a slogan, that’s very effective. Or have a catchy phrase. Use your logo. And make sure it’s present in all of your messages, product packages and advertisements.
Think of your every interaction point with the target audience – website, direct face-to-face meetings, advertisements on the internet, TV, radio, newspaper or magazines, trade shows, workshops, surveys… etc.
And make sure to use the memory tip on all of them.
Calls to Actions
Malcolm Gladwell has one very insight in his book – Tipping Point – have people something specific to do. It helps in adding stickiness to your message – it helps you retaining their attention, and getting them to do something.
A few examples –
Are you going to a trade show? Design an activity, and have people come to your website to participate. It could be a survey, or downloading information, or redeeming a special offer…when you do that you will be able to get a lot more out of your investment in the trade shows.
Do you do direct mail campaign? Ask them to go to a landing page on the website, or your Facebook page.
Do advertise on search engines using sponsored links (pay-per-click – PPC), or display advertising? Keep your target audience in mind, and have a specific and clear call to action on your landing page.
Invite their participation
Do you have consumer product or a service? Design a contest, a survey with a giveaway promotion maybe. Build your online community where people can share their experiences and ideas.
Or, is yours a B2B model? Set up discussion forum or support group where people can exchange ideas.
Get your customers and prospects to participate in your blog. Get them to join you on facebook, and build their interactivity. Once you do that you can build a very loyal following. It can also be an asset to try your new ideas.