Your brand is nothing more than a passing thought, a subconscious twitch in the minds of your consumer. Mere fragments of your messages actually get through all the chatter and clatter. It’s best to realize that you just aren’t a priority. The customer is fine without you.
Not exactly inspiring thoughts for us marketers, but I suppose that’s why we’re here. Our biggest challenge is and always will be, how do we become a priority?
Here is one way to help you climb that ladder of importance.
Make a big, bold, ballsy promise.
What difference are you making in the lives of your customer? What is that audacious promise that you’re dying to tell them about because their lives will be forever changed.
You need to be excited about it, so they can be excited about it. As marketers, we are contagions of emotional energy. We have to feel it before the customer can feel it. If you aren’t feeling it, you aren’t there yet.
The consequence is this: If you’re not promising anything, you don’t know what you’re marketing. Or, if you’re promising something that’s tired and vague, you’re marketing what everybody else is marketing. Yawn.
But, if you’re promising something specific that nobody can touch, you’re onto something. Now, you need to get as granular as you possibly can with that promise.
For example, lots of companies claim they have the best customer service. But people expect good customer service already. So that promise is limp and lifeless. Let’s make a brave promise that means something new and exciting that people want to hear about.
If you truly have better customer service, then tell us about it. Does that mean you’ll hand deliver and assemble every item right in their living room? Does it mean you’ll wash and detail their car with every oil change? Does it mean you’ll guarantee a once-in-a-lifetime experience they will be talking about for months?
Tell an amazing story about your ballsy promise and see what happens.
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