Andi Bell, the World Memory Champion of 2002, appears to have memory superpowers.
He can memorize the order of several decks of cards and recall them on the spot. How does he do it? Bell uses a location-based memory strategy, like this:
Bell picks a route through London and walks it repeatedly until it is fixed in his mind. As he walks, he associates cards of the deck with a character (like a bear or a pineapple), then connects each character and card with a site along his route: the bear becomes the House of Parliament, the pineapple becomes Buckingham Palace, etc. In this way, the deck transforms from a string of facts to a story to share. Each deck has roles that come to life mentally as Bell “walks the plot” of his route in London.
While you may not have memory superpowers, we all recognize the power of retention and its impact on marketing.
When you share memorable content, it shapes people’s perceptions and positively disposes them toward business with your company.
Do you want to bring your brand story to life and make your marketing messages more memorable?
This is harder than it used to be. In a recent study, Microsoft found our average attention span has decreased from 12 seconds (in 2000) to about eight seconds today, with viewers exposed to up to 5,000 ads daily.
Audiences are bombarded by content, so yours needs to be memorable! Here are four principles to keep your communication as “sticky” as possible:
Sales are more than transactions; they involve a journey of decision.
People can’t buy from you if they don’t know you exist, and they won’t buy from you if they don’t trust you. Typically, people need to see your message at least seven times before they consider your offer. Don’t expect people to respond immediately. Offer different methods to replicate your story to increase the odds that they’ll respond.
Advertising guru David Oglivy estimated that, because four out of five people only read the headlines, when you write a good headline, “you have spent eighty cents out of your dollar.”
Since we encounter volumes of content each day, we can’t possibly read it all. Great headlines come in many forms. Some are short, others are newsworthy, and many feature a strong product benefit. The best headlines are specific. Which of the following impacts you more?
“How to Improve Production Yields This Season”
“This Little Mistake Cost One Farmer $3,000 a year”
The most memorable messages make you laugh.
When Clutch Media interviewed consumers to find what kind of ads they prefer, people overwhelmingly chose ads that made them want to eat or laugh!
Humor is key to making content memorable, especially when messages are specifically tailored to your audience. Data showed that 53 percent of consumers are likely to remember content that is humorous!
Which is more memorable: A stroke response fact sheet or a heart-wrenching brochure about a woman who dismissed her husband’s fatal symptoms when he said he was “just tired?”
Stories share messages in solid, emotionally moving, unforgettable ways. The more people connect with a story, the more they’ll remember it, so use stories that are specific, personal, and relatable to the clients you want to reach.
In the end, HOW you share is just as important as WHAT you share.
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