Relentlessly repeating the same message in your advertising – regardless of where you advertise – is absolutely critical to making the cash registers ring.
This takes years…not weeks.
The Best Slogans Are Rarely Changed
Here in the U. S., I could ask virtually anyone over the age of 35 about the following slogans, and they could name the advertiser:
- We’ll leave the light on for you (Motel 6)
- Finger-Lickin’ Good (KFC)
- Just Do It (Nike)
The question isn’t how do you know those slogans…but, rather…
WHY Do You Know Those Slogans?
Here’s the short list:
- They are short (the longest is 6 syllables)
- They are descriptive, informative, or motivational
- They were repeated relentlessly
You may be saying to yourself, “Tim, those are for multi-million or billion dollar companies. They have gallons of money to promote those brands.”
And you would be right.
But there’s one thing that they all did exceptionally well, which your business can use starting immediately:
Send A Simple Signal
Does your advertising follow that simple guideline?
I’m calling that “S3”
Think about your own life for a moment. Would you respond to a commercial that requires you to decipher the client’s message?
Your target audience (whomever they may be) does not react to what I call “Corporate Zombie-Speak.”
I Want To Change My Message
Most business owners (regardless of size) often fall into what I call the “Boredom Trap.”
They feel that their message is worn-out, tired, and the audience doesn’t respond to it any longer.
Most times, it’s simply because they haven’t exposed enough people to the slogan for it to become memorable.
Change for change’s sake (or boredom) is a losing formula.
Here’s The Winning Messaging Formula
Step 1: Send A Simple Signal (to your targeted audience)
Step 2: Relentlessly Repeat