Do You Have “Hmmmmm”?

We’ve all had one. That moment of epiphany or “Aha!” we experience when we reach a level of understanding, clarity of thought, or realization–whether personal or professional, private or public, when suddenly, we “get it.”

That got me to thinking…

Marketing–or rather, the message within the marketing–should evoke plenty of “Aha!” moments, but it seldom does, and therein lies the problem.

It really doesn’t matter what your product is or does. What matters is the reaction: that deeper level guttural response generated within your audience by your message. If that doesn’t happen–and it often doesn’t–the opportunity is lost and so is your investment of time and dollars into an ineffective marketing campaign.

We hear a lot about “hot buttons” and the “wow factor,” but what is essential, is getting the response. Getting a response means that the message was received and acknowledged. Getting a “Hmmmmm” response is even better. It confirms that not only was your message received and acknowledged, but that it went deeper. It provoked an “Aha!” An, “I get it!”

Make sure your marketing message is penetrating your market. You gotta have “Hmmmmm!”

Debra D. Kujawa is president and CEO of Ki-neckted, LLC, a marketing management and public relations firm.  ”Connect” with her:  ddkujawa@ki-neckted.com

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