Jan. 4th, 2018

Why you f**king need emotion in your Aha moment.

Even Oprah enjoys a good A-ha moment.

Looking to make a great new year’s resolution? Here’s one we can all get our heads around: promise yourself you will spend more time contemplating your customers’ Aha moment.

That moment your prospects see the power of your idea.

Focus your marketing on that instant and you will not go far wrong.

You see the great irony of marketing and advertising in 2017 was how hard it is to answer that fundamental question: what is your Aha moment? What is it about what you do that makes people gasp with surprise. To giggle. To nudge a neighbor and share. To say to themselves: wow, I never realized I could to that.

Look, too much money and time is spent elsewhere in the marketing development funnel.

Consider how much energy it takes to align your team with the desires of your executive staff. To figure out what you are selling and when it will be ready. And then get your partners to deliver communications that drive those ideas home.

No wonder we spend so little time testing ideas in the wild with live actual prospects.

At Mortar, we are not immune to the mistake of driving ideas forward without customer feedback.

There was a time, not so long ago, when we attempted to market a new water-generating technology without ever tasing a single drop of the water our clients’ machine produced.

One small focus group corrected that problem.

We soon found ourselves back at the drawing board, our ears ringing from “the water tastes like ass doesn’t it?” rebuke. In that case a modicum of customer testing early in the process would have saved thousands and months of hard work.

But this post isn’t just about the importance of identifying the Aha moment.

I’d like to share a favorite marketing hack. Turns out that a well placed expletive can really help nail  the A-ha moment. 

One of the BIG surprises for Mortar in 2017 was the discovery that swearing can actually improve the process of briefing creative teams.

Turns out that “amazing storage” leaves one wanting. But that “f**king awesome storage” gets giggles. Elicits reaction. Reveals emotions. 

Adding a simple, primitive swear word to your brief sparks creativity

In 2017 we told the creative team a home security device could stop creeps f**king spying on their kids.

That a part-time business degree was exactly the f**king same as the full-time equivalent. And that people really needed to f**king know that.

That people wanted to f**king hear what their families were f**king saying (advanced hearing aids).

And that the network was really f**king important. (That realization was shared by four different customers in 2017).

F**king robots will not take our f**king jobs (hmm, still not sure about that–but we told them that anyway).

Running your business with more online meetings can be vastly f**king better than relying on face-to-face.

And that f**king software was fucking hard. And more to the point, that making compromises really f**king sucked.

Try it. In 2018, resolve to put a nice big juicy swear word into your Aha moment.

It’s the quickest way to make sure there is an emotional trigger in your brief.

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