Polarizing Your Message is like Shouting!

If you have children, you will know that calling them for dinner repeatedly 40 times just doesn't work anymore. What's the next thing you do? You will shout and say something like, I am turning the internet off! Interestingly, the psychology of marketing says the same thing about modern buyers. Modern buyers are bombarded with so much advertising that to get them to pay attention, you will need to take some drastic measures.



So how do you get heard?

To convert those customers and to get them to listen, you will need your messages to resonate deeply. How do you do that? You create deep impacted messages that create an instant visceral reaction and an emotional response in your customer's mind.


Meaning, that you will present an argument that your audience will immediately take sides on. Consider a post we did on public speaking, the headline was "1 in 4 People would rather die than speak in public". The message is very polarized, but it demonstrates in words, the pain that is caused to someone who hates public speaking. Not to mention it was an actual statistic of a recent poll.

Our minds are now numb from looking at ads everywhere, we are constantly seeing the same landscapes, flowers, and sunrise. Basically, what I call beige messages that litter our news feeds. According to a study by Microsoft, the average human being now has the attention span of eight seconds. In those exact 8 seconds, you need to get someone to remember your messaging, to make enough impact for them to stop to listen to what you have said. It can be difficult, but it's not impossible.


Here’s how to do it:

  1. Use powerful imagery! Good photos go a long way. There are lots of free resources to source great photography.

  2. Keep your words simple. The vocabulary of someone who is grade three is a good gauge.

  3. Keep your headlines short. Five-word to six words maximum.

  4. Keep trying! no one gets it right the first time.

Try these tips and be sure to share your tips with us in the comments, and tell us how you fared.


We know that building a strong local business is important to you. We are with you every step of the way as you grow and build a strong business in Ottawa. 

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