While I often feel like I’m flying by the seat of my pants, one thing I want to be is memorable. You want to remain top of mind.
When you mention customer loyalty you’re really talking about being top of mind.
That’s the goal behind branding. (I want to vomit for writing that. I hate how the word 'branding' is thrown around online and used with vague definitions.)
You want to create a tickle in the mind of your customer, or potential customer. When they think of your category (finance, shoes, insurance, etc) they think of you.
He said an analogy I used was "edgy and unforgettable." He listed a few of my other emails and said they may not be as edgy but were memorable. "Memorable, at least to me," he finished.
He’s not the only one.
How do you become memorable?
I like the word Brian used: Edgy.
That’s what you want. You don’t want to tiptoe around your topic. If you believe in what you’re doing you don’t need to be afraid to push the boundaries.
Yes, you may offend someone. That’s good.
Your goal is to be the quickest at disqualifying people who won’t become happy customers.
We try to cast a wide net and not offend people. What does that accomplish?
It waters down your topic. It keeps people on your list who you don’t want to work with. People who may become problem customers because they don’t truly understand who you are and what you stand for.
I love to pry open the box holding in your emotions. If I push your buttons a little I’ve done my job.
The goal is to get you moving emotionally.
Most marketing and writing is like a bad laxative. It just don’t move me, ya know? (I had to steal that line from the Dead Kennedy’s)
Inertia is a deal killer, as I talk about in Friction Free Sales and Marketing.
You gotta get your customer moving. Good or bad. Get them moving.
Motion comes from emotions. And once you gain motion you can start them moving in the direction you want.
And you stay top of mind.
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