Marketing messages have many goals. You want the customer to be motivated to take an action whether that is to sign up to an email list, make a purchase, or take some other action. You also want them to have an emotional reaction or connection to your marketing message. However, one of the more powerful goals for a marketing message is to create one that’s memorable – that will stick. Here are a few secrets to create marketing messages that will stick.
#1 Make it Short and Sweet
For me, this is the hardest one. Often the most memorable marketing messages are short and sweet. I’m talking about five words or less. If you’re trying to create a marketing message, brainstorm ways to say it in as few words as possible. Once you have your message down to a handful of words, work with those words to make them powerful.
#2 You Must Evoke An Emotion
The most powerful way to create a memorable marketing message is to tap directly into your prospect’s emotions. Think about the messages that have stuck with you over the years. Did they make you smile? Laugh? Cry? The messages that evoke strong emotions have a tendency to stick with us. Think about the messages below:
- “Just Do It” – Pride and/or determination
- “Have a Coke and a Smile” – Joy and Happiness
- Hallmark’s “When You Care Enough to Send the Very Best.” Ok granted, more than 5 words but the message is very clear and heartfelt.
You can tap into any number of emotions and create an effective message. When creating your marketing message ask yourself what emotions do your prospects feel? What emotions do they want to feel? It’s all connected to the problem your product or service solves.
#3 Visually Interesting
Marketing messages can’t always be visually interesting. Often, all you have are a few words or phrases. However, even if you’re dealing with a PPC campaign, you can use a small image. And studies have shown that PPC ads with images often have a higher CTR than those without. The image doesn’t have to be complicated either. It simply has to illicit an emotional reaction or creates a strong connection between your customer and your company. The Nike swish isn’t a complicated image and neither is the Target red circle. But they’re memorable and easily identifiable.
#4 Make It Inspiring
Sometimes a prospect will make a connection with a marketing message. It’ll remind them of something they already knew or teach them something new. They’ll have an inspirational moment. This is always extremely memorable. Challenge your customers to see things from a different point of view.
#5 Create An Offer They Can’t Refuse.
Finally, you can’t ignore and won’t easily forget a fantastic offer. If you really want to make a memorable impression, make your customers an offer that will astound them.
Your marketing message is important. If you want it to be memorable, it often has to be different. Remember, your audience is exposed to thousands of marketing messages daily. Show them something unique and they’ll remember you.
Happy New Year!
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