By Marilyn Heywood Paige
There are two tactics that mega companies use to hook potential customers. Brands like Starbucks and Nike use these tactics to create campaigns that ignite unrivaled passion for and loyalty to their brands. These tactics are available to anyone. In this blog, we reveal the tactics the big brands use that you can too.
I was at Starbucks recently and noticed this on my drink cup.
“That first sip feeling.”Let us add a little joy to your day.Join Starbucks Rewards.
That first sentence conjured my best memories of the taste, smell, and feel—the first sip of the right cup of tea in almost visceral detail in my mind. (note: I’m not a coffee drinker.) Those first four words sparked an emotional response. “Aw, yeah, that is the best. I love that feeling.” The second sentence states, “Let us add a little joy to your day.” (This connected my emotion with their brand experience.) The third sentence is the call to action, “Join Starbucks Rewards.” (How do I keep this great feeling going? By joining the club.)
What Does This Mean For Your Business?Your audience is sophisticated in their ability to tune out bad marketing so let that acumen work for you. Let your audience tune out your competitor’s ho-hum ads while you serve up fantastic ones.
Leverage this well-kept secret. In the market space of companies under $100M in annual revenue, most businesses don’t allocate enough resources for the kind of market research that leads to great copywriting. As a result, they get what they pay for—mediocrity. Let me say that another way so it sinks in. The majority of $1M to $100M companies are competing with mediocre marketing. This creates a huge opportunity for any small business that wants to invest in the opposite—great marketing. Think about what you could do when your audience is drawn to your marketing and doesn’t even see your competition’s ads.
Invest NowPaige Black excels in market research and copywriting, producing exceptional collateral that delivers the emotional connection your target audience craves. From a lead gen perspective, great marketing beats mediocre marketing time and time again. And right now, while many companies have taken a wait-and-see approach in their business, there has never been a better time to invest in marketing to dominate in your field.
Let’s have a conversation.
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