Isn’t that what we, as marketers, are really aiming for? To get our ads or anything related to our company remembered. I mean, if people don’t even remember your ad, they will probably never buy from you.
But do you have any idea how to get your remembered? Come one, think of it. Let me ask you this..
When you last put together your website…
When you last plan your marketing…
And when you last design your product…
Did the question “How do I get my website, ad and product remembered” even cross your mind? It’s crucial… but yet people often completely left it out! So here’s you can burn your image in a every prospect’s mind that has the misfortune of running into your ad (From now on, I’ll replace websites and products with ads)…
What was the last ad you saw?
You probably remember that one, don’t you? But what if I ask you what’s the 5th ad you saw today? You probably don’t remember it. That’s tip #1: Recency ( I don’t even know if that’s a word). The more recent your ad was exposed to your prospect, the more likely they are to remember it. It’s just common sense, you probably remember what you just ate for dinner today but not what you ate a week ago!
Ever watched one of those annoying commercials?
You probably have and you probably still remember it. The commercial did half its job well (getting remembered) but sucked at the other half (getting people to buy). But how did those commercials got you to remember them, and not others?
Well, for one, they probably repeat themselves thousands of time in between your favourite shows! And that tip #2: Frequency. The more frequent you expose your ad to your prospects, the more likely they are to remember you and if you market well, the more likely they are to buy from you.
And that’s why it’s important to capture your prsopect’s email addresses… and that’s also why “the money is in the list”. A study actually showed it takes approximately 7 sales-pitches to make a sale.
But there’s a catch here… if you advertise to your prospects too many times, then you’ll become THE annoying ad… people might remember you but they’ll probably never buy from you.
Still remember the annoying ad right?
The second reason you remembered that annoying ad is probably because of its vividness. What I mean by vivid here, is not vibrant colors. I use the term “vivid” to mean a significant event that made it stick with you. Here’s an example: The annoying ad. There might be a couple of reasons you remembered it and that can include…
- It’s the worst ad. This is a significant event… it just took over the worst ad spot in your brain.
- It appeared right at the most interesting, most exciting, most teeth-biting-can’t-wait-to-know moment in your tv show. It made you so frustrated, you came to hate it for the rest of your life… and at the same time, burn its image in your brain.
Of course, that ad can be the best you’ve ever seen, or the coolest you’ve ever seen. It might have appeared at the most precise moment where you thought you couldn’t lieve without the product.
And I do realize all these is not in your control…
So you really can’t do anything about it appearing at “the right moment”. But here’s something you can do to increase vividness that doesn’t involve moments:
- Walk your prospects through the steps of using your product. This has been shown to increase memory… which is why kids are shown taught step-by-step how to solve a problem… and probably why you still remember that lame-ass tv infomercials.
- Get your prospect involved… by perhaps filling in blanks, boxes or surveys. Here’s an interesting way to do this: Joe Sugarman (a real genius copywriter) once purposely filled his sales letter with spelling mistakes, grammar mistakes and so on. Then he made an excuse saying something like he “forgot” to get it edited and as a compensation, he wanted people to detect those mistakes, tell him about it and he’ll take a dollar amount off their order for that product. Guess what happened? He made his best promotion yet.
- Get people to do things that are dangerous. I learned this from Gary Halbert, who at a seminar asked his attendees to write a very unpleasant letter addressed to their respective mothers… which he then get them mailed out. The attendees would probably remember that part of the seminar!
I think I rambled on enough for this post. I’m sure you can think of more ways to get your ad remembered.
Now, I want you to do me a favor. If you have any comment on my posts, tell me! Email me or comment on it here!
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