What makes for good marketing?

Like other things in life, you might say that it’s hard to define, but you know it when you see it.

At Heights, we would take that one step further and say you know it when you can actually remember it later.

Take a minute to think of some of your favorite slogans or taglines. If you’re anything like us, you’ll even think of a few from years ago or even your childhood. Here are a few that came to our minds:

  • Kix— “Kid tested, mother approved.”
  • Energizer– “They keep going and going and going…”
  • Milk— “Got milk?”
  • Taco Bell

What’s something they have in common? They are short and easy to remember. 

Which is why good marketing is actually an exercise in memorization.

Your customer will forget what you do and what you’re offering them in about 3 seconds if it’s not clear and concise. And it will be hard for them to keep it in their brains if it’s not repeated.

If your customer can’t memorize your offer, they won’t remember you in the marketplace. If your customer can’t articulate what you do, they won’t do business with you.

Most customers don’t choose the best product or service. At least that’s not actually *how* they choose to work with someone. They choose the offers they remember and the offers that are in front of them.

So let’s make your offer memorable.

Think about your business: what is the central offer?

Don’t get lost in all the details or try to get too clever or cute, just boil it down to the basics. 

Can you reduce it to a tweet? A one-liner? A bumper sticker? How simple can you make it? Here are a few examples from past clients we’ve worked with:

Then once you’ve got it clearly articulated, say it over and over. And over and over.

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