Marketing to Stop Their Scroll

Know what your marketing needs? It needs to pass the blink test.

“Ok, ok, Mike, what in the world is the blink test?” Picture this: You’re scrolling (and scrolling) through your social media feed, bombarded with ads left and right. In the blink of an eye, you decide whether to stop and engage with a post or keep on scrolling.

That, my friends, is the blink test in action.

You have one millisecond to make an impression. The blink test is inspired by the concept of the “blink” or “thin-slicing” phenomenon, where individuals make quick judgments or decisions based on limited information. It’s science.

The best example I’ve seen of this lately is on the Liquid Death water cans. Cans of water are starting to replace plastic bottles, so that grabs attention. Additionally, the labels have a skull, and different names like Mountain Water and Berry it Alive for the flavored waters. No other water is marketed like this.

Why you need to make a radical change to your marketing: To serve, you have to sell. To be profitable, you have to sell. To sell, you need to stand out – and I mean out. I’m not discounting that you may be the best in your industry. But, you must pass the blink test with flying colors. You can make a transformative change in your marketing with small steps. Here are a few strategies I’ve found to be particularly effective:

Keep it simple: Your message should be clear, concise, and easy to understand at a glance. Avoid jargon and complex language that might confuse or turn off your audience.

• Be distinct: Stand out from the crowd with eye-catching visuals, catchy slogans, or unique branding elements. You want your business to be the one that sticks in people’s minds long after they’ve scrolled past.
• Know your audience: Tailor your marketing efforts to resonate with your target audience’s needs, interests, and preferences. The more you understand your audience, the better equipped you’ll be to grab their attention and hold onto it.
• Be authentic: People crave authenticity in today’s digital age. Be genuine, transparent, and true to your brand values in all of your marketing communications. Authenticity breeds trust, and trust leads to loyal customers.
• Test and iterate: Don’t be afraid to experiment with different marketing strategies and messages. Do some A/B testing to see what works and what doesn’t, and use that feedback to refine your approach over time.

Remember, the blink test isn’t just about getting people to stop and notice your business – it’s about making a meaningful connection that leads to long-term loyal relationships. So the next time you’re crafting a marketing message, ask yourself, “Would it pass the blink test? Would I buy from me?”. If not, it might be time to go back to the drawing board.

Keep evolving. You’ve got this!
-Mike

PS – Last I saw there was a discount! You can grab a copy of Get Different for you or a friend at Amazon, Barnes & Noble, or any of your favorite booksellers.

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