Please take a minute and imagine that everyone you spoke to remembered what your story.
If a new job opened up, you would be at top of mind. Or, if someone was looking for a business partner or a buyout, your company would be remembered.
Well, most people struggle with creating this magical, memorable idea,… but it isn’t their fault…
It’s a bandwidth problem. We are bombarded with marketing and information from the internet, the telephone, and every other form of media.
Yet, there are still messages and ideas that people remember and share. For example, what image pops into your mind when I say “this is your brain on drugs?” An egg in a frying pan. Or, what about “Where’s the Beef?” Wendy’s.
But what is their secret?
Don’t Make People Stutter
Take a second and say both of those messages aloud. “This is your brain on drugs,” and “Where’s the beef.” You may notice that it’s very easy to say – extremely easy in fact. You don’t have to think about pronunciation or anything like that. The words are familiar and easy to understand. The chances of you stuttering are almost zilch.
And, this brings me to my first rule. Whether you are writing for the written word or the spoken word, you need to ensure that people can say what you write because if they can’t say it, they won’t remember it and more importantly, they won’t say it.
Invade Your Audience’s Mind
“Where’s the Beef” and “This is Your Brain on Drugs” really gets people thinking. If they’re fast food eaters, they want to know why they’ve been cheated out of beef on their burger, whereas if they’re drug users, they want to know if their brain looks like the messed up egg. And, if you’re not in their target audience, these expressions still get you to think about the size of a burger and the look of a brain. It is almost like an invasion…
This leads me to my next rule. You need to invade your audience’s mind with your message and you do this by making it easy for them to picture. Just take a look at the opening sentence of this blog post… I invaded your mind and got you thinking about crafting successful messages.
Give People What They Want
If you’re hungry and in the mood for a burger, would you go to the fast food resturaunt with or without the beef? With ofcourse. Or, if you’re thinking about trying drugs as a teen, do you want a scrambled brain or a regular brain? A regular brain ofcourse. These two messages appeal to your audiences self interest and they remember it because knowing where the beef is can be extremely important when you’re hungry.
And this leads me to my final rule. Give people what they want. I know this sounds like common sense, but people and companies fail to do this regularly. They talk about their product features and their longevity, but at the end of the day, no one cares. As Seth Godin would say, the only radio station people listen to is WII-FM (What’s In It For Me).
What Do You Think?
Do you think there are any other rules of messages that people remember and share? Let’s have a conversation about it in the comments.