Most people have developed a filter that works just like a nose scratch or a sneeze. We all see it, but we don't remember it or think much about it after it happens.
And the same thing happens with companies branding and marketing messages if they are not memorable.
To dig deeper into how to be memorable (and not boring) with your marketing, I got some great advice from Joe Polish, the founder and creator of GeniusNetwork, co-founder of 10xTalk and I Love Marketing®.
1. You need to grab attention.
"When crafting a marketing message, to get attention you have to stand out. That means you can't be boring. A great way to do this is using grabbers, lumpy mail, or props," said Polish.
Grabbing attention is the first piece of the puzzle. If you don't have people's attention you can't get them to buy or engage. And to grab attention, you have to stand out.
Props are a great way to get attention in videos. Brad Pitt is famous for it in all of his movies. If you take a close look at virtually any scene Pitt is in, in any movie, he has some sort of prop that he uses. Polish does the same thing in his videos, where he uses props to grab attention.
The added benefit of getting attention in a less traditional manner, no matter how you decide to do it, is that you are certainly not boring.
You will have your audience on the edge of their seats wondering what you will do next. Just like Brad Pitt in a scene from his latest movie.
2. You need to get people to take action.
In terms of prompting people to take action, "you have to get them intellectually engaged in a future result that is good for them ... and get them to emotionally commit to take action to achieve that result," said Polish.
Now that you have their attention the next step is to get them to engage and take action. There are many ways to get attention--such as half-naked selfies--but this may not engage the right audience for your brand or product.
Polish, for example, has a video called "Is Selling Evil?" where he uses this idea of intellectual engagement and emotional commitment to his advantage. This thought provoking title coupled with his use of props in the video gives him that home run marketing message for his company.
3. Associate with the best.
Polish has done a great job of building an incredible world-class network. He runs the top networking group for successful entrepreneurs and is regularly seen with other big names (Richard Branson, Arianna Huffington, Tony Robbins) from the entrepreneurial and business world.
You can do the same thing in your industry. This association helps get people to take your marketing message more seriously.
And I can say with great confidence that if you have other well-known people standing behind your brand, you are certainly going to get more attention.
4. Become the marketing mastermind.
At the end of the day, you as the marketing mastermind need to act like the mastermind. A lot of people get lazy with their marketing and try to outsource it to everyone else.
Regardless of who from your team is executing each task, if you are the Yoda or marketing mastermind of your company, act like it. A lot of people fail because they simply get lazy and don't want to put in the work.