Years ago a study was done which estimated the number of advertisements one in the U.S. sees on any given day is around 1500. Of these 1500 messages one sees on any given day, it is estimated they vaguely remember only 76 - and that is vaguely. If asked later "which advertisement do you remember seeing today?" I would shudder to know the number of ads (that some person somewhere paid someone to make) people actually remember, maybe two.
Why tell you this? Seems counter to my line of work. I should be telling you everyone remembers every ad they see. However, you being a person also subject to all this advertising, I think you would realize I was lying about that.
This is why it is so essential that every penny you spend on an ad (or article or landing page or website or anything you actually want someone to remember) is spent talking to your potential customer in a unique, unexpected, and entertaining way. You need to be sure it does all that and sells your product.
You may laugh, but up to a year ago I had no idea how to hard boil an egg. I looked it up on the internet, and it said to wait until the water is boiling, take it out and let it cool, etc, etc. It still wasn't coming out right though. I was determined to find out why I couldn't make hard boiled eggs so I did some research. Typing in "How to hard boil an egg" resulted in the exact same set of instruction page after page. Not helpful. What's the point of saying the same thing again and again?
Buried deep on the internet I found a "guys guide to hard boiling eggs" and finally I found where I was going wrong. All the earlier descriptions told me to wait until the water was bubbling, this article though spoke to me, it did not assume I already knew anything (which I didn't) and explained that I need to wait until I saw big bubbles! And the whole thing was hilarious, plus it gave me my own safety guide and told me how to treat burns if I became impatient and simply grabbed the egg as it was still boiling.
It was brilliant. Since then I have been hard boiling eggs left and right, and to this day, of the hundreds of guides on "how to hard boil an egg" that I ran across I only remember this one hidden deep within an internet search.
The point is, no matter what you are putting out for the public to read, treat them as if they have never heard of it, like they don't know how to hard boil an egg, and do it in some new and interesting way.
Why tell you this? Seems counter to my line of work. I should be telling you everyone remembers every ad they see. However, you being a person also subject to all this advertising, I think you would realize I was lying about that.
This is why it is so essential that every penny you spend on an ad (or article or landing page or website or anything you actually want someone to remember) is spent talking to your potential customer in a unique, unexpected, and entertaining way. You need to be sure it does all that and sells your product.
You may laugh, but up to a year ago I had no idea how to hard boil an egg. I looked it up on the internet, and it said to wait until the water is boiling, take it out and let it cool, etc, etc. It still wasn't coming out right though. I was determined to find out why I couldn't make hard boiled eggs so I did some research. Typing in "How to hard boil an egg" resulted in the exact same set of instruction page after page. Not helpful. What's the point of saying the same thing again and again?
Buried deep on the internet I found a "guys guide to hard boiling eggs" and finally I found where I was going wrong. All the earlier descriptions told me to wait until the water was bubbling, this article though spoke to me, it did not assume I already knew anything (which I didn't) and explained that I need to wait until I saw big bubbles! And the whole thing was hilarious, plus it gave me my own safety guide and told me how to treat burns if I became impatient and simply grabbed the egg as it was still boiling.
It was brilliant. Since then I have been hard boiling eggs left and right, and to this day, of the hundreds of guides on "how to hard boil an egg" that I ran across I only remember this one hidden deep within an internet search.
The point is, no matter what you are putting out for the public to read, treat them as if they have never heard of it, like they don't know how to hard boil an egg, and do it in some new and interesting way.
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