Can you finish these catchy advertising slogans?
- Snap! Crackle! … (Rice Krispies)
- When you care enough to send … (Hallmark)
- It’s the real … (Coca-Cola)
- Melts in your mouth, …. (M&Ms)
These messages are sticky. They stick in your mind. That’s why you can complete them. It is not just the sheer repetition that helps you remember, it is also that these slogans are catchy.
Every marketing message competes with thousands of other marketing messages. Having a message that is sticky is necessary to stand out and grab people’s attention.
In their book Made to Stick: Why Some Ideas Survive and Others Die, Chip Heath and Dan Heath present six principles that make a message stick. They are:
- The message is simple.
- The message is unexpected.
- The message is concrete.
- The message is credible.
- The message is emotional
- The message is a good story.
I would add that making your message bold also increases the stickiness factor.
For example, Hallmark’s slogan is “When you care enough to send the very best.” That is a bold statement. They are saying that their cards are the very best!
Some practical types might object. They might say, “DaySpring cards are better.” However, some marketing messages are just an opinion. You can boldly assert your book’s promise or your opinion.
If you want your marketing message to stick, your marketing slogan for your book needs to follow one of the six principles presented in Made to Stick and also be bold.
One of the marketing slogans I use for my book, Your Guide to Marketing Books in the Christian Marketplace is:
The essential guide for marketing Christian books.
One reviewer recently made the following statement, which is much bolder and more likely to stick:
The Bible of marketing Christian books.
Play around with your marketing messages. Don’t be afraid to make a bold claim. A simple, bold statement is more likely to stick than just a simple or unexpected statement.
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