Yes, it is a strange word that rolls off of your tongue oddly, an onomatopoeia of sorts, especially when it contains strange or useless information.  Unfortunately, many blogs do.  When it comes to relaying your message to your target market (i.e. Marketing), you want to be just as effectively catchy as a word like ‘Blog’.  You must be efficient, though, in that message to also make your point, which is typically about the sale of your service, product or mission.

In Why We Buy, Paco Underhill talks extensively about Intercept Rate. Very simply, “the amount of time a [consumer] spends in a store is perhaps the single most important factor in determining how much he or she will buy.”  Make no mistake, this applies to you, whether your business is retail, service, fundraising, or whatever it may be.  You have to have customers, and the more time that you spend with them, the more that they do business with you.  The same is true about your marketing and it’s Intercept Rate.  There are some many digital, vusual and audible stimulants these days, you had better make a quick and effective impact with your message.  Now that the painfully important, and seemingly obvious, is stated, let’s talk about the how for your business.

Make your brand / message be committed easily to memory, and ideally also convey why it is valuable to those in your target market.  This may come as a shock to some, but we live in an all to selfish society.  Therefore, and quite ethically, shouldn’t we be aware of that and market our message keeping in mind the ‘what’s in it for me’ mentality?  Too often I see companies shout from the rooftops about how great they are, but I would argue that marketing method is only partially effective.  Far better to shout from the rooftops (by various and targeted means) how what we are selling is ideal for you, the consumer.  It is needed, fun, a great value or bargain, and gets you, the consumer, what you want.

To recap and summarize:

  1. Commit your brand and/or message to memory (remember, like the strange work Blog)
  2. Convey that same message effectively by showing members of your target market how it is most valuable to them.
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