Lets face it, if you are a business owner, corporate manager, or run a non profit, you may not have been trained to be a magazine editor, but when it comes to developing content for your company blog, and online marketing, you need to think like an editor at a magazine. Why? Because an editor’s job is to create content that is interesting and valuable enough to sell their respective publication. If your desire is for people to consistently visit your website & share your company’s messages, than taking this approach is a must.
We highly regard a book called MADE TO STICK and use it often to create our own content. The book establishes what they call a “SUCCESs Model”, which encompasses 6 different principles that make a “sticky idea.” According to the book, a “sticky idea is understood, it’s remembered, and it changes something.” You do want to be understood and remembered right?!
Below you will discover the first 3 of the 6 principles of the “SUCCESs Model.”
This is where you prioritize the information you want people to share about your organization. Try filling in the blank below…
The single most important thing our organization does is _________________.
Southwest Airlines would answer that question with “provide the lowest fare.”
If you’re a real estate agent what would it be, is “help people find homes?” Or “pick the perfect house in the perfect community.” After you establish this, you should create content that proves it.
Principle #2 Unexpected
People generally carry preconceived notions about industries and businesses, so how does your business change those notions? Would you believe that Nordstrom employees are encouraged to iron your shirt even if you bought it from Macy’s … this is a perfect example of unexpected customer service that builds affinity.
Surprise us! What are the preconceived notions people have about your profession/organization and what stories do you have to change those. Share those with stories with us.
Principle #3 Concrete
Whenever you hear the phrase “sour grapes”, you automatically refer to Aesop’s fable. Every person who has tasted something sour and has eaten a grape can imagine that phrase. The “Concrete principle” is about using sensory and specific language to engrave a feeling or idea in someone’s mind.
A common way marketing and advertising professionals use this principle is instead of saying “we will create more business for your company”, they will say “we will have your phones ringing off the hook.” This paints a picture for the audience and allows the them to imagine their desired outcome.
Think of how you can use sensory language in your messages so they become engraved in our minds.
These are the first three principles; please visit back with us for part 2 where we share the remaining principles.