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Great marketing is an exercise in memorisation
Executive overview
Customers don't choose the best product — they choose the one they can remember. If your offer isn't instantly repeatable, it costs you sales.
Reduce your offer to a bumper-sticker phrase. Repeat it everywhere until customers can say it back to others.
Great marketing is an exercise in memorisation.
Why memorability beats quality
- Customers forget offers within seconds if not reinforced
- Voters remembered Trump's slogan; they couldn't recall rivals' platforms
- A memorable offer travels word-of-mouth without any extra marketing
- People repeat what they've memorised — to spouses, friends, at parties
Making your offer stick
- Audit your website: identify the single central offer
- Compress it to bumper-sticker length — short, pithy, repeatable
- Distribute it everywhere: site, ads, packaging, any touchpoint
- Guide customers through repeated exposure until it lodges in memory
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