If you haven’t read part 1 yet, check it out first.

#2   Is your message UNEXPECTED?

Speaking of clutter, the internet is FULL of it.  I’m sure you knew this already. As a result, you have to make it a priority to say something unexpected to get your audience’s attention.  We’re wired to react to something that breaks from our expectations. However, messages that are misleading or inappropriate will get you the wrong type of attention. Instead, you simply have to be aware of norms and subtly break from them.  And the best way to find something unexpected to say is to come up with unexpected things to do.  

Rosa’s Pizza invites customers to pre-purchase $1 slices of pizza to be given to the homeless.  Tom Lix discovered a way to age Whiskey in 24 hours.  Nike released a Pro Hijab for muslim women despite mixed reactions.  These are all unexpected headlines about companies who have done unexpected things.  And as a result, people paid attention.  

What can you do to give yourself something unexpected to say?


#3   Is your message CONCRETE?

Company A sells, “Strategic Integrated Marketing Solutions” or SIMS.  And everyone knows it.  On their website, you see SIMS.  On their social media, you see SIMS.  Everyone knows that Company A sells SIMS.  But what in the world are SIMS?  If your friend needs a new website will you recommend Company A? If your mother needs someone to manage her restaurant’s newsletter, should she call Company A? It’s easy to see how Company A can miss an opportunity due to all the confusion.  To remove confusion, your message has to be concrete.

If you can examine something with your senses, it’s concrete.  “Strategic Integral Marketing Solutions” is abstract. “More customers” is concrete.  “Our organization increased its serviceable population by 12%” is abstract. “We sent 50 more students to college this year with no budget increase” is concrete. “World class customer-service” is abstract. The “We pick you up” slogan from Enterprise is concrete.  When your message is concrete, your message is understood.
Once your message is understood, what also needs to be concrete is what you want people to do next.  If you want people to submit an email, you need to say so (and give a good reason for people to do so).  If you want people to buy something from your e-store, you need to clearly direct people to do so.  It’s not good enough to assume most people will take these actions unprompted.

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At TwoG Marketing we value learning so much that we’ve devoted a blog category (book club) to breaking down books we’ve read into small, digestible chunks of information you can use to improve your business. This post pulls from, “Made To Stick” by Dan & Chip Heath, which you can purchase at Half.com.