Let’s talk about messaging and how you can create messages and content that your reader will read, register, and remember!
How many times have you read something and immediately forgotten what you just read? Or, heard an advertisement only to not remember the product it was supposed to be selling? How about this one: How many times have you walked into the grocery store and looked around for the little hand baskets yet not find them? Yet, they were right there.
If you can understand how your brain – or your customer’s brain – behaves in certain circumstances you can create messaging that will get into their conscious thinking and stay there.
The most crucial factor in the content creation process is understanding the target reader. In today’s information overloaded world, bypassing messaging is more important sometimes than hearing it. There’s just too much information! I don’t need to know that Anthony Weiner cheated on his wife again! I don’t care that some movie star went out in sweat pants! Yet, my phone constantly sends me information just like that. Emails… texts… Instagram posts… billboards… phone calls… newspapers… Facebook notifications… Tweets… OMG, please STOP!
How can you ever expect to create content that will get past all that noise? The first step is to understand what your target audience wants to hear. Then give it to them.
Your brain is preprogrammed to give immediate conscious access to three things:
- Things we value
- Things that are unique
- Things that are threatening
So, by making your messages fit one of these categories, you get into the brain’s consciousness as opposed to its subconscious. If you know what your audience values, make sure your messaging is valuable. If you have a truly unique product, message or opportunity you win. Be boring, you lose. I always say, being different is much better than being better.
Your brain has three sections: the neocortex which is where we do processing of analytical things like math, science or reading. It is the thinking part of our mind. The second part is your mid brain. This is where we process social situations like first impressions, self-consciousness and feelings. And the last part – which I call the lizard brain – is where we process urgent and critical things. This is where the reticular activating system resides. This part of our brain decides, do I eat it, kill it, or mate with it?
When you encounter an angry, rabid dog, your neocortex doesn’t say, hmmm? That dog weighs roughly 45 pounds and is approximately 60’ away. Based on that calculation and my typical running speed, I can get to my car – which is 40’ away, just before he bites me. REALLY? No, your lizard brain immediately and without hesitation says, RUN!
So, get their attention by understanding what they value. Keep their attention by offering value or uniqueness.
“How do I get them to remember it, you ask?” So glad you did.
Our minds have banks of information that are grouped together by association. Let me explain. When I say the word ‘football’ you immediately have a synaptic reaction. Your brain begins tapping into the schema – fancy word for group – of information that relates to that word. So you immediately think of your favorite NFL team, their colors come to mind, their quarterback enters your mind, you’re reminded of their crappy season and so on. You get the point. But, if I say the word anthropology – like Curly on the three stooges – you’re trying to think, but nuttin’ happens. In other words, you don’t have a vast scheme of information related to anthropology. So… nuttin’ happens.
By hanging your message on the existing schema’s inside your customer’s brain, you gain quick and nearly immediate access over the limen threshold (look that one up) and into your prospective customer’s brain. BAM! Geico is masterful at using metaphors, stories, and imagery that they know you already have in your brain. They simply hang their message on what you know and, voila, they’re in. Message received, registered and in conscious. Mike drop!
Creating content and messaging that your readers will read and care about isn’t rocket science, but it does take some skill. I hope these tips will help you write better content and get better results.
We’ve been specializing in homebuilder marketing for quite some time and know just how to ensure our homebuilding clients get the best exposure for their new homes. That being said, we always spend time getting to know our homebuilding partners before building their new website, discussing the importance of marketing automation and necessity of best SEO practices. But we always start the conversation asking about their homebuilding “brand”. It’s surprising to learn how often homebuilders can’t give a simple answer as to what is their brand.
What exactly is a brand? Does such a thing exist or is it just more marketing strategy mumbo jumbo slight of hand? Some people think their color scheme and logo make up their brand. What do you think? I believe that the concept of ‘brand’ is slightly overrated and very misunderstood.
Continue Reading →
My tip this week is a bit different!
I hear regularly that many of you enjoy reading our very brief tips.
This week I want to invite you to attend a limited seating, one-hour presentation highlighting the incredible power of Infusionsoft and how we can harness it to grow your organization’s success. Having a CRM and Marketing Automation package isn’t optional today; nearly all business begins online and if you want to capitalize on that opportunity, you’ll need what we have to offer.
Click here to reserve your seat for this crucial opportunity to be held at our Hagerstown, MD office. This one meeting can literally change your business forever.
Next week we will continue our series “How Can I Improve My Website?”—if you haven’t had the chance to read the past entries, now is the time!
Here we are at Part Four, and I must admit, this tip alone can really make or break your website! If you’re just joining us you may want to check out the previous installments of the series—a quick review will bring up to speed with this week’s Tuesday Tip.
How Can I Improve My Website?
Understand Your Computer Screen
Clear A Path
Intuition Must Lead The Way
Ok, all caught up? Let’s dig into the importance of great photography.
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Nearly everything we do these days begins online. No homebuilding marketing effort can have significant success without the essential foundation of a website that is intuitive, functional, well designed and informative. That being said, how does a small business first afford and then maximize the incredible power of their website?
I call the Internet the great equalizer, because it is the one marketing tool where a small business can look as powerful, successful, and creative as their biggest competitor. A company’s website is very often the place where consumers eliminate choices, so your website’s job is to make sure you don’t get cut from that initial search. Your website needs to move a visitor from potential to legitimate prospect; if that’s not happening, you need to find ways to improve your website. This is achieved using art, science and a little internet magic.
By following these critical website solutions, the odds you will earn a client will improve drastically. Continue Reading →
#10. Proper Marketing Leads To Your Business’ Credibility
Promotion is imperative to the validity and trustworthiness of your product or service.
#9. Strategic Marketing Allows You To Target Your Ideal Audience
Marketing enables you to strategically focus on the exact demographic most likely to require your goods.
#8. Marketing Keeps Your Audience Aware Of Your Goods & Services
Keeping your business front and center in the mind of the public increases customer recall. Continue Reading →
“Proud” doesn’t begin to describe our fearless leader as he shared with the Power Marketing team a blog article written by his daughter Alexie that was just picked up by The Huffington Post! We thought we would surprise him—and her—by republishing the intro here with a link to the full article.
My son is eight months old, and while I do plan on losing the baby weight, and really want to lose my baby weight, I just haven’t yet. I’m sure i’m not the only one, although when I look at all the moms on my Facebook timeline in bikinis I really start to wonder. I’ve never liked overachievers anyway! A friend of mine owns a pilates studio in town and has offered me free pilates classes and I totally plan to take her up on her offer but just not now, and here’s why:
Click here to read the full article on The Huffington Post.
Homebuilders Need To Mirror People, Not Things
As a homebuilder you know how convenient and smart it is to present your product visually. This is the tried and true way builders have always marketed their homes, and for good reason. Of course a well structured homebuilding marketing automation, great SEO practices, intuitive website design and being active on social media with potential homeowners all works, too.
But I’ve always been a firm believer that good photography doesn’t sell—but great photography does! So what makes a picture great? Continue Reading →