Logic + magic: Cut through with your customers
Every day from the moment we wake up we are bombarded with about 5000 messages. With that many messages it’s hard to cut through – it’s why we must have a little magic in the mix.
I’ve always been one of those people who is terrified of being mediocre or middle of the road. So what that’s meant for me is that I’ve put in crazy hours of hard work and creativity to stand out.
So for example, when I was in year eight at school, we were given the task of doing a project on what life was like in Elizabethan times. I worked so hard to create a diary as if I was a woman living in the royal courts during the Elizabethan era and I kind of wrote down all the anecdotes and my observations. I spent hours and hours on the scene and even hand sewed the cover of the diary. It was a fresh approach and it scored me an A+++.
Back then I didn’t know what was driving me to stand out. But now as a brand strategist I do. Every day from the moment we wake up we are bombarded with messages, probably about approximately 5000 messages a day. Now if you are bland, you’re not going to cut through and you’re just going to become noise. So when you think about creating your own ads and messages you really want to think about igniting people’s soul. You want to make them smile. You want to make them think. You want to make them feel something. You need to do things a little unexpectedly. I call this merging the logic with the magic.
Here’s a test for you. Next time you create your own ad or messages, why not put it in front of a friend? And if you get some eye rolls or some yawning, you might want to infuse a bit more magic into it.
That’s it from me. It’s time for brekkie.
Written by: Emma Scott
Published: April 25, 2019