Ok, go back in time with me for a minute.
Think back to High School.
Remember how much you wanted to hang out and be around the cool people?
Do you remember why?
Well, obviously, because they were cool.
But there was another, more self-serving, reason.
You wanted to hang out with them, so that people would think that you were cool!
Or at least you’d get more attention and affection, then you normally would without that connection.
Well, hold that thought for a second.
Did you notice how many commercials that were on during Olympics had Olympic-related themes?
But it wasn’t just during the Olympics that this happened. There have been a lot of Olympic-related ads on recently.
There are some important reasons for this.
It’s because they understand what we knew in High School.
There really is power in association.
You want to find ways to connect your product, service and/or marketing to current events, items or people who have a strong social status.
Here are two important reasons why, which have been gleaned from the Olympics…
2 Important Lessons On The Power Of Association Gleaned From The Olympics:
1. Some of the “cool” feeling people have about that person or thing will rub off on you.
VISA is doing this. And with them having their commercials about the Olympic athletes with Morgan Freeman doing narration, it’s like they are doubling up the “cool connection”.
Did you see the Daniel Craig and the Royal Queen segment in the opening ceremonies?
Don’t you have a totally different view of the queen now? Why?
The power of association!
2. You get to ride along on your prospects’ or customers’ current train of thought.
Robert Collier famously said it this way, “You want to enter a conversation that’s already existing in your prospect’s minds.”
With so much going on nowadays and so many distractions, any way you can break through the static is a HUGE benefit for you.
Doing this is like giving you, your product or service a little “hook” to hang on in someone’s mind. (In the near future, I’ll write another post about this idea and the need to get your content picked up by their reticular activating system.)
I bet you could name at least 2-3 Olympic-related ads that you saw during the Olympics, if I asked you.
Why can you do that when you normally have a hard time remembering one ad?
It’s the power of association.
It’s time for you to associate your business with “the cool kids.”
And hopefully, since I connected this idea to the Olympics, you’ll remember it long enough to apply it in your business.
- Is NBC Using “Ninja” Content Marketing To Promote The Olympics? (recessionsolution.com)
- Americans Stay Connected to Social Web via Mobile Devices (StephenMonaco.com)
- Branding And Content Marketing Lessons From Reality TV And The Olympics (recessionsolution.com)
One well-known marketing principle is that you need, on average, 7 marketing touches before your marketing gets through to someone. That means it takes minimally 7 marketing touches to produce a sale.
I believe this is true today more than ever.
In fact, with how flooded our lives have become with marketing and advertising hitting us from all directions, we probably need much more than 7 touches.
Why? Because with so much information coming at us we’ve learned to block most of it out.
Even if we see an ad, and have interest in what is being offered, we usually will forget about it unless we act on it right away.
The problem is that nowadays we’re all much less trusting of people, businesses, and organizations. We’ve been burned too many times by false promises to believe everyone.
This keeps us from acting on things right away, because we don’t want to look stupid.
We want to wait and find out more about this thing, person, or service. We want to make sure we don’t move too quickly and look stupid.
That’s why multiple marketing touches are needed today. But the question is: how does a business do that nowadays – without looking pushy and without being drowned out from all the other marketing noise?
Content marketing is the perfect way to create these touches. Why?
Listen to the audio and you’ll learn:
- 3 lessons about the effectiveness of content marketing to produce marketing touches that I discovered while reading the book “Moonwalking with Einstein: The Art and Science of Remembering Everything.” by Joshua Foer.
- How content marketing uses gains attention and focus to amplify our marketing touches.
- 3 forms of powerful content marketing
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