It’s one thing to create powerful marketing content; quite another to ensure the words and images are remembered. Currently, many brand marketers are engaged in a crapshoot -- some of their messaging sticks; some doesn’t. The kind that doesn’t rarely has an impact. Which means somebody has wasted a great deal of time and energy.
Don’t be a resource waster. Instead, employ some of the world’s most beloved strategies designed to make content more memorable.
A good place to start is the old standby embraced by both ancients and moderns – repetition. Deliver a message often enough, and in most cases, it’ll stick like glue. Locked in the vault and ready to kick-start action. The single shot message, on the other hand, typically zooms in and out, never to be heard from again. Effectiveness – 0; dollars squandered – many. Read this paragraph again, and you’ll see what we mean.
Also beneficial to memory retention are the various emotion-triggers currently on the market. Generally, messaging is much more adherent when it stirs up feelings. The deeper, the better. Joy, excitement, and curiosity are good ones to arouse, but you needn’t limit yourself to this group. As a rule of thumb, aim for the emotional triggers best suited to your brand and image.
Finally, brand marketers must create content that stands out from the crowd. Easier said than done. But it must be done. That’s because people tend to retain unique content and eject the commonplace. This holds true whether messaging is a two-second tagline or a full-page dazzler.
These methods have proven themselves beyond dispute. Still, some fine-tuning might be necessary. Therefore, at your first free moment, run a series of tests to see what pans out. For the stuff that doesn’t, don’t worry -- there’s always the ol’ drawing board.
If you have questions or comments about creating memorable marketing content, or about any other brand-related topic, feel free to send them our way. Connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.